Case Study
Quartile recognized by Amazon Ads Partner Awards for using AI tech to help CPG brand optimize ACOS
Goals
- Increase brand awareness and visibility for Dr. Squatch’s grooming essentials
- Reach relevant audiences at scale during the 2023 holiday season
- Optimize Amazon Ads budget to attract the attention of specific shoppers
Approach
- Partnered with Quartile to build an insights-driven strategy using proprietary technology
- Used AI algorithms integrated with Amazon Ads products for near real-time optimizations
- Used Amazon DSP to efficiently engage holiday gift-seekers as a profitable audience
Results
- 58.7% increase in average order value from the Amazon DSP campaign engaging gift-seekers
- 5% lower advertising cost of sales than goal, despite growth, thanks to AI optimizations
- All-time sales record set by promoting premium items to relevant audience
The Amazon Ads Partner Awards recognize innovation, creativity, and effectiveness in digital advertising. For the Technology Innovation Award, which honors a partner who has built upon Amazon Ads products to develop a scalable technology product, we’re proud to spotlight Quartile. Their proprietary technology, which integrates artificial intelligence (AI) solutions with Amazon Ads products to drive deep campaign optimizations, helped consumer packaged goods (CPG) brand Dr. Squatch achieve record sales while keeping costs low.
There are so many options available in the personal-care category that finding the right product can often feel like wandering through a maze. With their unique grooming essentials made from natural ingredients, Dr. Squatch sought ways to stand out in a crowded field and attract potential customers.
Amazon Ads partner Quartile stepped up to the challenge. Their proprietary technology not only helped Dr. Squatch increase brand awareness and drive sales but also secured them a spot as a finalist for the 2023 Technology Innovation Award.
Offering distinctive grooming essentials
Dr. Squatch creates natural, high-performance personal care items for men, including soaps, deodorants, and hair-care products. Their offerings come in a range of unique scents, from Cold Brew Cleanse to Wood Barrel Bourbon.
As the 2023 holiday season approached, Dr. Squatch found themselves seeking opportunities to increase their brand awareness and visibility and reach relevant audiences at scale. To achieve this goal, they partnered with Quartile to help build a strategy that would optimize their Amazon Ads budget and attract the attention of specific shoppers.
Harnessing insights for deep campaign optimizations
To help the advertiser elevate their Amazon presence, Quartile deployed an insights-driven strategy based on their proprietary technology. Instead of relying on generic campaign tactics, Quartile uses innovative technology to home in on individual Amazon standard identification numbers (ASINs) and keywords. This detailed approach can help brands reach the right audiences more efficiently and effectively. In addition, Quartile’s solutions integrate advanced AI algorithms with Amazon Ads products, including Sponsored Products, Sponsored Brands, Sponsored Brands video, Sponsored Display, and more to create and manage campaigns. Using the Amazon Ads API, these algorithms autonomously optimize Amazon Ads campaigns in real time by analyzing customer signals.
Quartile’s technology also connects to Amazon Marketing Stream, which helps tailor campaigns based on purchase signals and hourly performance trends. As soon as a potential customer shows interest in a product or category, the solution adjusts bids and placements accordingly with near real-time insights. With these capabilities, Dr. Squatch gained greater control over resource allocation.
This solution also taps into insights from Amazon Marketing Cloud (AMC), which allowed Quartile to identify holiday gift-seekers as a profitable audience segment. Using Amazon DSP, they then deployed ad placements to help Dr. Squatch efficiently connect with this niche audience.
Connecting with gift-seekers at scale
Dr. Squatch found that reaching new-to-brand gift-seekers was instrumental to campaign success. The Amazon DSP campaign that reached this audience led to a 58.7% increase in average order value.1 By promoting premium items to this highly relevant group, the campaign set an all-time sales record for Dr. Squatch.2 Despite this growth, Quartile’s solution helped keep the brand’s media spend efficient, reducing advertising cost of sales to 5% below their goal.3
Quartile’s proprietary technology underscores the power of advanced analytics to better understand the shopping journey, uncover relevant audiences, and reach new customers. For their groundbreaking work with Dr. Squatch, Quartile has earned a spot as a finalist for the 2023 Technology Innovation Award.
1-3 Dr. Squatch, US, 2023