Retail media & performance
Retail Media Optimization Framework
A method for steering paid media on retail platforms by incrementality, profit and growth – not by attributed sales alone.
Service · Retail media & performance
Retail Media Management
Ongoing management and optimisation of retail media on Amazon and other retail platforms – steered by incrementality and profit, not only by sales.
The decision
Retail media budgets have grown fast, and so has the complexity: sponsored products, brands and display, DSP, dozens of markets and thousands of keywords. Without clear rules, spend drifts towards what is easy to measure rather than what creates profitable growth.
We run your retail media against agreed commercial targets. That means a campaign structure that reflects your portfolio priorities, budgets allocated by expected return, and regular reporting that shows cost against total sales and margin – not only against attributed sales.
Who it is for
Brands selling on Amazon and other retail media networks that want experienced, hands-on management of their advertising – or a second opinion on how the current set-up performs.
At a glance
How we deliver
- Managed serviceWe run the work for you against agreed targets.
Typical KPIs
- ROAS
- ACOS
- TACoS
Typically relevant for
- E-commerce Director
- Marketplace Manager
- Marketing Director
Decisions this helps you make
- Optimise media investmentRetail media & performance
- Choose the media mixRetail media & performance
What the work covers
- Campaign structure aligned with product priorities
- Budget allocation across markets, products and ad types
- Bid, keyword and audience management
- Monthly reporting on ROAS, ACOS and TACoS alongside margin
- Quarterly review of media mix and targets
What we clarify in a first conversation
- Which marketplaces and ad types do you run today?
- Which targets steer the budget – and are they the right ones?
- Who manages campaigns now, and what should change?
- How do you want to see results reported?
Methods we use
Knowledge and analysis
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.
Explore related themes
DecisionProfitability & GrowthGrowth only helps if it pays. Start with the true contribution of each product, channel and market.ThemeAmazon and marketplacesAmazon is a major channel. The decisions about it belong in the commercial strategy.ThemeInternational GrowthInternational growth is a sequence of decisions: which markets, which model and in what order.
Is this the decision in front of you?
Tell us where you are today. In a first conversation we clarify the decision, the data available and what a sensible scope would look like.