DemandHelm helps Zoom boost ROI with rapid retail analytics
Zoom Corp is a consumer electronics brand that develops innovative, cutting-edge technology for creators. They design and produce a wide array of recording devices, multi-effects processors, effects pedals, digital mixers, and samplers. These products are trusted worldwide by sound designers, musicians, podcasters, filmmakers, location sound professionals, and electronic news gatherers.
Zoom wanted to optimize their Amazon Ads strategy by improving campaign efficiency, return on ad spend (ROAS), and sales. To help them achieve their goal, Zoom partnered with DemandHelm, a solution provider that offers a proprietary technology platform that helps brands visualize insights, uncover trends, increase reach, and grow sales in the Amazon store.
Zoom Sponsored Brands ad featuring their portable recorder
Uncovering hourly retail and ads insights
To help Zoom optimize their Amazon Ads strategy, DemandHelm helped surface opportunities for greater precision, uncovering insights that would help inform strategy. This would include both performance and retail insights, available at an hourly level, to inform intraday campaign optimizations. To do so, DemandHelm used information from both Amazon Marketing Stream and rapid retail analytics.
Amazon Ads performance insights are available at an hourly level through Amazon Marketing Stream, providing Zoom with an understanding of which hours of the day lead to the greatest sales, conversion rates, and ROAS. Rapid retail analytics provides the hourly retail information, enabling holistic optimization of Amazon Ads campaigns with retail performance metrics, such as ordered units and ordered revenue, summarized hourly, and by Amazon standard identification number (ASIN). With rapid retail analytics, DemandHelm can provide more holistic insights into Zoom’s performance in the Amazon store, including organic performance, with total orders, sales, and inventory metrics summarized hourly.
Informing intraday strategies
By joining performance and retail insights, Zoom could now make more informed hourly optimizations, such as increasing ASIN-level campaign bids during hours where product detail page views, conversion rate, and ordered units are high. Using the DemandHelm platform, Zoom could automate hourly optimizations using advanced dayparting, and allocate ad spend during the hours with greater performance.
Access to these hourly performance and retail insights together has enabled smarter intraday decisions, helping clients like Zoom leverage new optimization signals that help increase brand performance.
— Jon Short, VP of customer success, DemandHelmAt DemandHelm, our integration with rapid retail analytics has allowed us to build powerful visualizations that help empower our clients to make better decisions. Allocating advertising budgets, scheduling deals, and driving external traffic during peak time periods helps our clients improve their ROI and conversion rates.
Analyzing the results
Eric Battin, vice president of sales and planning at Zoom North America, says, “We now have a much deeper understanding of how and when customers shop for our products, informing our hourly advertising optimizations and improving our ROI.”
After implementing advanced dayparting, with inputs from rapid retail analytics and Amazon Marketing Stream hourly performance metrics, Zoom observed the following performance improvements, comparing performance between April 21 to May 26, 2023 (last 35 days) and between March 23 to April 20, 2023 (previous 35 days).
- A 12% increase in conversion rate1
- A 7% increase in ROAS2
- A 145% increase in sales3
Allocating budget during optimal times of day, increasing higher conversion rates, and unlocking incremental spend due to improved efficiencies helped improve performance.
1-3 Source: DemandHelm, United States, 2023.