In the second episode of the eCommerce Analytics Show, Mike Danford, Chief Strategy Officer at Adverio, shares practical insights on how Amazon agencies can use data to make better decisions and drive growth. We explore the challenges of Amazon advertising and why custom tools are key to handling complex data, managing large catalogs, and staying competitive in a fast-changing marketplace.
Out-of-Box Tools answer WHAT and Custom Tools answer WHY
Data isn’t just about tracking what happened; it’s about understanding why it happened. This lesson explores the importance of digging deeper into your metrics to uncover the underlying reasons behind performance trends. Whether it’s a sudden drop in sales or a spike in traffic, knowing why these changes occurred allows you to make proactive adjustments rather than reactive fixes. Mike shares how agencies can move beyond surface-level insights to get to the heart of what’s driving their success or failure on Amazon.
Building a Winning Marketing Action Plan
Mike explains the importance of a clear growth marketing action plan (GMAP) for agencies looking to align their Amazon advertising efforts with overall business goals. Learn how to create structured marketing plans that focus on the most impactful tactics, helping you drive consistent growth and maximize ROI.
Why Custom Tools Matter?
While out-of-the-box tools can provide basic reports, they often fall short when dealing with complex or large-scale operations. In this lesson, we discuss how custom-built tools give agencies the flexibility to answer specific questions that generic solutions can’t address. For Amazon agencies handling multiple brands or extensive product catalogs, custom tools help dig into the data and provide the actionable insights needed to stay competitive. Mike explains why the one-size-fits-all approach doesn’t work in today’s dynamic Amazon environment and how tailored solutions give you the edge.
Using Automation and AI to Scale
Managing a large number of SKUs, ad campaigns, and performance metrics can be overwhelming, but automation and AI are changing the game. This lesson focuses on how agencies are increasingly relying on automation and AI to manage vast datasets, identify trends, and optimize ad spend more efficiently. Mike shares real-world examples of how machine learning and AI-driven tools are helping agencies scale faster while maintaining high levels of performance. By letting automation handle repetitive tasks, agencies can focus on strategy and growth, ensuring long-term success.
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About Adverio:
Adverio is a leading Amazon advertising agency that helps brands optimize their strategies, simplify complex data, and grow through custom data-driven solutions.
Mike shares his journey from starting as an Amazon seller to becoming a data-driven strategist, highlighting how agencies can now access powerful insights to drive growth. As he puts it, “Out-of-the-box tools answer the ‘what,’ but custom tools answer the ‘why’.” Mike discusses how advancements in automation, AI, and tools like Amazon Marketing Cloud (AMC) are making it easier for agencies to not only gather data but also use it effectively to scale. These tools, once available only to the largest brands, are now empowering Amazon agencies of all sizes to make smarter, data-driven decisions.
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🔗 Resources:
Access Adverio’s 8-Figure Toolkit: https://www.adverio.io/podcasts-and-p...
Connect with Mike: / danfordmike
Connect with Krishna: / krishnacp
Saras Analytics Podcast: https://sarasanalytics.com/podcast/
