Learn how Thrasio benefited from a partnership with Zeenk to combine multichannel insights
Thrasio, a US-based company, owns Angry Orange, a brand that specializes in creating pet deodorizers made from fresh orange oil and uses the Amazon store as a primary sales channel. The brand began to advertise on Amazon in 2018 and enacts a data-driven approach to analyze Amazon shopping results ratings and reviews to support brand growth strategy.
In September 2020, Thrasio began to work with Zeenk, a data analytics platform for online retail brands. Zeenk primarily supports direct-to-consumer (DTC) brands by providing reporting analytics and data science models to retrieve actionable insights and information.
When forces combine
Thrasio uses a multichannel sales strategy, with a diversified media mix. The company wanted to engage a partner, Zeenk, to understand the relationship between direct-to-consumer spending off Amazon on different channels and the impact to branded search on Amazon. This report would demonstrate a correlation to subsequential sales that resulted from advertising across channels.
Scrubbing for insights
Using the power of the Amazon Ads API, Zeenk developed a unique halo study for Thrasio with a mechanism that examined the relationship between impressions from off-Amazon advertising channels to clicks by keyword on Amazon and resulting sales. Integrating with APIs allows multiple, unique systems to connect to one another through a series of request-and-receive API calls. This allows integrators to pull information and reporting from numerous systems, and connect the information for richer insights and analysis.
Before and during the halo study, Zeenk reviewed reporting information across Sponsored Products, Sponsored Brands, and Sponsored Brands video campaigns, using Amazon’s search-term report to measure the impact on branded keywords. This helped establish a baseline when it came to measuring the impact within the study. Zeenk ran the study for three months and completed a six-week pulse test by increasing off-Amazon advertising spend by 33% while keeping consistent advertising on Amazon.1
— Brian Eberman, CEO, ZeenkToday’s retail shoppers are omnichannel. They engage with multiple spaces to discover, research, and ultimately convert along their path to purchase. The halo study demonstrates the benefits of deploying a multichannel sales strategy and why DTC brands should consider launching a presence on Amazon.
A fresh perspective
Conducting the study provided valuable information to Thrasio and enabled the measurement of marketing across channels. The study revealed off-Amazon advertising impacted sales on the Amazon store, in addition to Thrasio’s DTC advertising. Knowing this level of information helped assess that the return on advertising spend (ROAS) was 2x greater than initially observed, and the company received an estimated 15% decrease in the cost per click (CPC) on branded search terms on Amazon.2 This information is impactful to influencing and optimizing cross-channel spend to help get the most from the company’s advertising budget. It was so valuable to Angry Orange that their parent company, Thrasio, tasked Zeenk with replicating the reporting in an interactive UI with pivots to repeat and scale across other brands in Thrasio’s portfolio.
— Matt Pacheco, head of DTC, ThrasioChannels do not perform in a vacuum. To truly optimize your brand’s performance, it’s important that your organization understands the causal relationships between all of your channels
1-2 Source: Thrasio, United States, 2022.