KnowledgeRetail media
ACOS, ROAS and TACoS: which advertising metric should steer the budget?
Three metrics, three different questions. How ACOS, ROAS and TACoS are calculated, what each can and cannot tell you, and how to combine them with margin.
Better commercial decisions in markets, channels and on Amazon
Substant Advisory helps brands and manufacturers decide where to grow, what to prioritise and how to stay profitable – combining data, proven methods and hands-on experience from Amazon and international marketplaces.
Commercial decisions deserve better evidence
Growth decisions – which markets to enter, which products to push, how much to invest in media, which selling model to use – are often made on partial numbers and strong opinions. We call our approach decision intelligence: framing the decision, choosing the evidence that settles it, comparing real options and following up on the result.
Amazon and marketplaces are an important part of that picture, and one where we have deep operational experience. But the questions we help with are commercial: strategy, international growth, profitability and the way your organisation decides.
Decisions we help you make
Each question links to the service built to answer it.
- Should we enter a new market – and how?Market Entry & Expansion
- Which markets deserve our resources first?Market Entry & Expansion
- Where are we losing margin – and what do we change?Profitability Optimization
- Which products should carry our growth?Portfolio & Assortment Strategy
- Is our media budget buying profitable growth?Performance Growth Strategy
- How much stock do we need – and where?Forecasting & Inventory
- Seller, Vendor, distributor or direct?Commercial Strategy
- Where can AI and automation take work off our team?AI & Automation
How we work
Every engagement follows the same logic, whichever service it starts from.
- Frame the decisionA clear question, an owner and a deadline.
- Choose the evidenceThe data, models and experience that settle it – and what is uncertain.
- Compare optionsRealistic alternatives, weighed on value, risk and effort.
- Decide and follow upExecution with clear KPIs, and a review when results come in.
Let’s talk about the decision in front of you
Tell us briefly where you are today and what you need to decide. We will get back to you to arrange a first conversation.