Jellyfish integrates with Amazon APIs for advanced reporting and insights
Harnessing the power of analytics
Jellyfish is a marketing performance company helping brands thrive in a dynamic world. The company offers systems to help brands navigate, connect and harness their marketing efforts to drive growth. Jellyfish offers a dedicated Amazon analytics programme, which connects to Amazon APIs to provide easy-to-use, personalised and responsive dashboard to clients.
In August 2021, Jellyfish began working with a beauty brand based in the United States. As a brand driven by online shopping, the brand engaged with Jellyfish to focus on improving automation, marketing segmentation and media mix portfolio allocation. The brand began advertising on Amazon six years ago and utilises Sponsored Products, Sponsored Brands, Sponsored Brands video and Sponsored Display for campaigns.
Using Amazon APIs for advanced retail and advertising insights
In an effort to provide vendors and sellers with robust Amazon analytics, Jellyfish opted to connect to multiple Amazon tools, specifically the Amazon Ads API, Selling Partner API, Brand Analytics and Amazon Marketing Cloud (AMC). Amazon APIs allow for the automation, scale and optimisation of operational activities programmatically, as well as access to advanced reporting functionality. In integrating with these APIs, Jellyfish offers consolidated retail and advertising metrics in a single a view, identifying relevant insights and proactive marketing tactics to drive sales on Amazon. These integrations allow Jellyfish to access detailed geographic insights to improve brand performance at a brand, country and global level.
Through the consolidations of API-derived metrics, Jellyfish pulled insights for the beauty brand. Specifically, Jellyfish’s teams reviewed the share of advertising-attributed sales to revenue, monitored cannibalisation of product sales and assessed incrementality in sales. This reporting facilitated an understanding of both positive and negative factors to media performance, helping Jellyfish to take actions like improving featured offer opportunities, creating A+ content and analysing metrics like click-through-rates (CTRs) and return on advertising spend (ROAS).
For retail planning, the combination of Selling Partner API and Amazon Ads API integrations allowed Jellyfish to optimise product advertising and budget spend. The optimisations are based on product performance, alongside building customer loyalty, and maximising order value through optimised combinations of ASINs to deliver what customers need at the right time.
The more you know
By working with Jellyfish, the beauty brand was able to reduce cannibalisation of their product line, by ensuring products could reach the right customers at the right time, and increase incremental revenue. Ad campaign profitability increased from 2% to 8% (from Q4 2020 to Q4 2021) thanks to retail media insights. The brand’s retail sales index improved by 2X, based on advertising spend efficiency.1
Additionally, through the API integrations and automation of systems, Jellyfish’s team saves an average of five hours per week on Amazon reporting and insight consolidation, allowing extra resources to refine strategies and experimentation.
1 Advertiser-provided data, United States, 2021