Product @ Prescient has been busy bringing a new feature to the platform that our users have been asking for: attribution reporting by marketing Tactic. We heard from many of our users that they are currently operating this task manually, and hosting lookup sheets that they can use in excel to aggregate campaign reporting.

We wanted to find a way to automate this effort in our platform, because we know that digital advertising is usually aggregated into sets of common characteristics which we could align with industry standards. Also, we heard from users that having the ability to see results aggregated into a consolidated hierarchy that makes sense to their business is crucial to understanding performance throughout the funnel and ultimately making decisions on how to move or allocate ad dollars.

In the future, we will be able to use these data to inform the model so that we can increase its accuracy in predicting what probably happened in terms of performance. We will also ultimately be able to use these data to create a blinded database of benchmarks, so that you can compare your spend and performance to a blinded index of your peers to figure out both by Channel and Tactics how your business stacks up. But that's for a future feature release...

For now, let's dig into how you can start using this feature now so that you can start visualizing results in the context that is most useful to you.

How to label campaigns with Tactics:

Visit the Settings page of your platform, by clicking on the gear button on the top right side of your platform instance, and then clicking on the Tactics sub navigation:

You'll see a listing page of all of your campaigns, which you can filter down or search for campaigns. You can select the campaign corresponding tactic using the drop down menu on the right side.

Alternatively, you can bulk edit multiple campaigns at once.

To see your results, simply visit the Performance Page and see the new sub header called Tactics. There is a helpful button at the bottom as well that rolls up any campaigns without tactics set that will redirect you to the settings page.

We certainly hope this feature helps you in your growth journey to make faster decisions with more useful context.

NeonPixel is now available as a CTV channel

Users can now keep their scenarios private, or choose to share publicly with their team

Taboola is now available as an advertising channel

Resolved a bug 🐛 where the "No Change" spend in campaign forecasting did not match the Optimizer tool.

Added new columns to split out Base and Halo revenue from total MMM Revenue on the Performance page.

Unlock new possibilities and enhance your workflow on Prescient AI with our new Homepage dashboard experience.

Introduction

Our Product team at Prescient AI is constantly listening to our users for feedback, and iterating on their ideas to bring valuable features and functionality to the platform that makes their life easier. The new Homepage dashboard is a perfect example of that product development cycle as we heard from users that they need easy to use, out of the box, aggregated reports to quickly diagnose what's going on with their business before they navigate to more granular results on the Performance Page or engage with the Optimizer.

This new feature was developed to replace what was previously known as "Dashboard" in the top navigation. The new homepage dashboard is comprised of three reports that users asked us directly for: Key KPIs, Trends, Base & Halo Rollup, and Goals. We'll tour each of these reports in depth in this article.

Key Benefits

Our goal with this new feature was to give users a snapshot of the most important aspects of their business, so that they can decide where next to navigate in the platform and start taking action. With that in mind, here are the direct ways in which these new reports will benefit you as a user:

KPI Performance: Gives user insight into overall business performance at a glance, charts metrics over time, and splits out MMM metrics between Total, Shopify/SFCC, and Amazon.

Trends: This benefits users by giving them a more compact comparison report across their hero metrics and further split by channels. The addition of spark lines and percent changes in green, red, or black should help users spot where a trend may need to be optimized or diagnosed further.

Base vs Halo Effect Rollup: Users love the granularity of our base and halo effect reporting at the campaign level on the performance page, however, they wish to know the overall mix of base-to-halo across their business so they can understand the impact, for example, that CTV has on downstream conversions.

How it Works

All users have access to the Homepage, and it is where you'll be redirected upon login, here's a quick overview and then we will dive into each report individually:

Let's dive into each of the cards to look at the features and functionality:

KPI Performance

The first report you'll encounter on the homepage is the Key KPI performance card. We have aggregated all the most important metrics to your business in a scrollable menu on the left side of the card. Additionally, you can split the MMM metrics by Total, or the contribution from each Shopify/SFCC or Amazon if you have it configured. Finally, use compare mode to understand the time series implications of performance across these metrics.

Any users such as CMO, VP, Channel Manager, or Analyst could benefit from this aggregated report as their first step into understanding MMM results. Users told us that this type of report could replace what is currently manually configured and ran for executive Monday morning briefings.

Trends

This card defaults to the last 30 days versus the prior 30 days, but can easily be configured in the date dropdown. Each of the key metrics is listed in the left column of the table, and the comparison of those metrics are in the columns to the right. Use the spark lines and color coordinated metrics to spot check how trends are moving. Finally scroll horizontally through channels and transaction providers to understand Trends at the channel level.

Any user can benefit from using the trends card, but we imagine specifically Channel managers would benefit by having the ability to dig into their channel specifically to diagnose trends.

Base vs Halo Effect Rollup

Here, users can easily see the mix of base revenue to halo effect revenue at the Total level, and across each channel within their business. User can configure different time frames to understand where and when they might have been leaning into Amazon Ads, did it have a greater impact on Halo effects?

All levels of users will also benefit from this rollup to understand the impact media has on other channels, and the implications of changing the media mix.

Conclusion

We hope that this guide helps you understand the context as to why we built this new dashboard and the benefits it will provide so that you can hit the ground running. Stay tuned for additional reports and feature updates that we will add to this experience!

We have added a new feature in our Campaign Forecasting feature in the drawers. With each forecast, users can now see our Confidence value so that they can evaluate risk while making spend change decisions.

You can now segment revenue by storefront on the Performance page! To view the amount of revenue driven to your primary storefront (Shopify, SFCC, or GA) or the revenue driven to your Amazon storefront, navigate to the performance page and enable the ‘MMM Shopify’ and ‘MMM Amazon Revenue’ columns via the Columns dropdown.​

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Prescient now supports revenue modeling for Amazon with Halo Effects! To get started and view modeled revenue attribution for your Amazon storefront, connect your Amazon Ads and Amazon Selling Partner accounts. Once the data has synced you’ll receive modeled revenue for all your amazon ads campaigns as well as halo effects for the amazon sales driven by your other channels.

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FAQs for the Amazon Modeling Release Below:

How does Amazon modeling work?

• Amazon revenue can be Organic or Paid.
  • Organic revenue is essentially “Looking for something on Amazon and purchasing it, but not via a sponsored ad.” Organic revenue is driven by trend and awareness, where trend is essentially just the baseline demand for a product and awareness is a result of awareness ad spend that drove users to search for a product on Amazon.
  • Paid revenue is any purchase that came directly via a sponsored ad. Awareness can drive paid ad revenue but paid revenue can also occur simply as a result of amazon ad spend.
• First Order Revenue can come directly through paid ads or organically as a result of trend. Specifically:
  • Someone organically searching for a product and buying it WITHOUT clicking an ad or being exposed to previous awareness spend
  • Someone organically searching for a product and buying it by clicking an Ad
• Halo effects (AKA Second Order Revenue) can result from awareness spend causing Organic revenue (e.g. Someone sees an ad on TikTok and searches for that product on Amazon, but doesn’t click an ad), but it can also result from awareness spend causing paid spend (e.g. Someone sees an ad on TikTok, but clicks an ad). Specifically:
  • Someone being exposed to previous awareness spend and purchasing a product (either by clicking an ad or by purchasing a product directly)
  • A more detailed video explaining how Amazon modeling works can be found here.

Why don’t Amazon Ads campaigns have halo effects?

The Amazon Ads campaigns that are supported (Sponsored Product, Sponsored Brand, and Sponsored Display) all exist within Amazon itself and drive users to purchase directly within Amazon. Given this, we assume that purchasers wouldn’t click an ad within Amazon and then move on to purchase a product via a different storefront. Therefore, Amazon Ads campaigns cannot have halo effects because their spend will always lead to a purchase on Amazon.

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This is not necessarily true for Amazon DSP campaigns, which can exist outside Amazon and are more similar to generic awareness spend. These campaigns are currently not supported by Prescient.

Can I view Amazon Ad data beyond the 60 / 90 day limits imposed by Amazon?

Yes! Despite Amazon enforcing data limitations on their own reporting, Prescient will store and report all Amazon data from the day a connector is created.

Once Amazon Ads connectors are full synced we will have 60 days of historical data available for Sponsored Display and V1 Sponsored Brand Ads. For Sponsored Product and V2 Sponsored Brand Ads 90 days of data will be supported.

The oldest available date when syncing completes will always be the maximum available, but Prescient will continue to sync data as time passes (i.e. Sponsored Product ads will have 120 days of data available 30 days after the connector has finished syncing, but Amazon would only show 90 days in their ad platform).

Is there a limit on how much historical revenue data Amazon gives us?

Nope! Fivetran’s order endpoint doesn’t have a maximum limit, so we can collect as much Amazon revenue data as the user has available. [Update: this has changed! While there is a limit on what they'll give us, we can use an upload process to backfill historical sales data if necessary.]

Why don't Amazon Ads campaign have forecasts?

Amazon Ads forecasting (and the associated spend curves) will not be available for the initial Amazon modeling release. [Update: this is now available!]

Do Amazon Ads campaigns have modeled CAC or New Customer metrics?

Amazon Ads CAC/New Customer attribution modeling will not be available for the initial Amazon modeling release. Additionally, new customer counts will not be supported on the Dashboard page until a future release. [Update: this is now available!]

Where are baseline metrics for Amazon revenue?

Baseline metrics such as actual revenue, reported revenue, spend, orders, and AOV are available via the Performance page or Homepage

Can I view campaign performance for just Amazon or just Shopify?

No, splitting reporting by storefront will not be available for the initial Amazon modeling release. [Update: this is now available!]

Can I optimize my Amazon Ads campaigns?

No, optimizing Amazon Ads campaigns will not be available for the initial Amazon modeling release. [Update: this is now available!]
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Can I create goals for Amazon Ads?

No, creating goals for Amazon Ads or Amazon Revenue will not be available for the initial Amazon modeling release.