The document outlines an agenda for a two-day commerce summit focused on retail and Amazon success. Day one will cover topics like bottom of funnel conversion strategies and finding new top of funnel opportunities. Day two focuses on Amazon specifically, with sessions on bottom of funnel conversion tactics for 2023, adapting strategies from 2020 for 2023, and mastering omnichannel display and video. The summit aims to provide brands with strategies and tactics for success through every part of the sales funnel.

1. Retail Success
Through Every Part
of the Funnel
THE COMMERCE SUMMIT

2. Session 1
10am PT | 1pm ET
Bottom of Funnel Conversion: What Your
Brand Can Do if Sales Are Down in Q1
Session 2
10:35am PT |
1:35pm ET
Finding The New Top of Funnel: Riding The
Third Wave
Session 3
11:10am PT |
2:10pm ET
Finding The New Top of Funnel: In-Store
Physical Retail Media
Session 4
11:45am PT |
2:45pm ET
Driving Middle Funnel with
Consideration: How to take Advantage of
the Newest in Shoppable and Display
Session 5
10am PT | 1pm ET
Bottom of Funnel Conversion: Search and
Display Strategies to Jump-Start 2023
Sales
Session 6
10:35am PT |
1:35pm ET
AMC and the Amazon Sphere: What You
Did in 2020 Won’t Work in 2023
Session 7
11:10am PT |
2:10pm ET
How to Master Omnichannel Display and
Video for Amazon
Session 8
11:45am PT |
2:45pm ET
An Amazon Seller’s Guide to Operational
Success: Driving Traffic from External
Sources
DAY 1: RETAIL
Wednesday, February 15, 2023
DAY 2: AMAZON
Wednesday, February 22, 2023

3. Bottom of Funnel
Conversion
Search and Display Strategies to
Jump-Start Your 2023 Sales

4. Today’s Logistics
Recording & slides will be in your inbox
tomorrow
Download relevant resources
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Log back anytime with same link
Join our poll questions - including if you want to talk to
our teams after!
Katherine Bishop
Marketing Coordinator

5. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

6. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

7. Our Speakers
KEN MAGNER
Strategist, Marketplaces
JOSEPH ELMQUIST
Strategist, Marketplaces

8. Agenda
● 2023 - A Year of Economic Uncertainty
● Search
○ Your Budget and Campaign Coverage
○ Let’s Talk Strategy
● DSP
○ What is your North Star?
○ What Tactics to Activate
8

9. What percentage of your budget
are you dedicating to lower funnel
strategies in 2023?
● Less than 25%
● 25-50%
● 50-75%
● Over 75%
POLL

10. Agenda
● 2023 - A Year of Economic Uncertainty
● Search
○ Your Budget and Campaign Coverage
○ Let’s Talk Strategy
● DSP
○ What is your north star?
○ What Tactics to Activate
10

11. eMarketer Forecast for US Digital Ad Spend in 2023 Drops
$5.51 Billion
11
● Uncertain economic times impacts
advertisers as well as consumers
● Enter the year pro-actively thinking
Conversion Rates (CVR) and Average
Order Value (AOV) could decline year
over year
● Need to be agile with your strategy
https://forecasts-na1.emarketer.com/5f8f133d8b63e9055c1aa4ae/61708362200dbd0afca524c7

12. Flat Budget, Flat Strategy Will Likely Equal Down Sales
CVR
-5%
AOV
-5%
Total Sales
-13.36%*
12
2022 Hypothetical
● 8 million PDP views
● 6% CVR
● $80 AOV
=
● $40,000,000 in sales
2023 Hypothetical
● 8 million PDP views
● 5.7% CVR
● $76 AOV
=
● $34,656,000 in sales
*Exact percentage in sales decrease will vary based on actual CVR and AOV values

13. Agenda
● 2023 - A Year of Economic Uncertainty
● Search
○ Your Budget and Campaign Coverage
○ Let’s Talk Strategy
● DSP
○ What is your North Star?
○ What Tactics to Activate
13

14. First Two Metrics to Analyze to Start 2023
Cost Per Click (CPC)
Working within a flat budget,
mathematically, the only way to
increase direct product/brand views
from ads is to reduce your CPCs
Campaign Coverage
The percentage of the day a given
campaign is live on Amazon. Our
MobiusX platform gives us these
insights to make informed decisions
regarding budgets/campaigns
14

15. Leveraging Campaign Coverage
Keep a close eye on CPCs, CVR,
campaign coverage percentage
and other core KPIs in the days
following the changes made
Monitor
Results
Check Campaign
Coverage
Identify targets/keywords spending
too much per click or simply eating
too much campaign budget and
take action
Optimize
Targets
15
Identify campaigns with
room to improve on daily
coverage within current
budget

16. Agenda
● 2023 - A Year of Economic Uncertainty
● Search
○ Your Budget and Campaign Coverage
○ Let’s Talk Strategy
● DSP
○ What is your North Star?
○ What Tactics to Activate
16

17. Balancing Keyword and Product Targeting
● Top of search placement - the most prominent and
traditionally higher CVR coming from those clicks
● CPCs can get expensive, fast
● With a lean budget, you need to pick and choose
which keywords fit
● Product Description Page placement - the most
prominent and increases visibility past the initial
search touch point
● Can leverage for the “piggyback effect” from
prominent search keywords, at a cheaper cost per
click
● Remember, most consumer journeys go past just
one click
Keyword Targeting Product Targeting
17

18. Balancing Keyword and Product Targeting cont.
● Leverage your data and tools
like Helium10 to determine
keyword targets for your
product targeting efforts
● Shift from keyword to product
targeting for:
○ High volume keywords
with high paid
competition
○ High spenders within
your account with low
return
18

19. Make the Most of Branded Spend
● Determine the proper splits by
ad type
○ Review SOV
○ Lean into placements
you cannot reach
organically
● Push higher margin ASINs &
ASINs that need heavier lift in
sales via Branded SP
● Understand overall sales splits
to avoid cannibalizing sales you
would have seen organically
19

20. Agenda
● 2023 - A Year of Economic Uncertainty
● Search
○ Your Budget and Campaign Coverage
○ Let’s Talk Strategy
● DSP
○ What is your North Star?
○ What Tactics to Activate
20

21. What Is Your 2023 North Star?
Growth
Increase NTB acquisition through
increased upper funnel tactics and
focused retargeting
Efficiency
Focus on the lower funnel to drive
ROI from consumers who have
shown interest in your products
Retention
Drive increased LTV from current
consumers by utilizing SnSS and
repeat purchase tactics
21

22. Aligning KPIs to the North Star
Growth Sessions New To Brand
Purchases
New To Brand Cost
Per Purchase
Detail Page Views
Efficiency Sales/Shipped COGs ROAS DSP Sales ATCR
Retention Increase Lifetime
Value
Subscribe And
Save
Repeat Rate* Increased Number of
Repeat Purchases*
22
*Metric From Audience Insights

23. Agenda
23
● 2023 - A Year of Economic Uncertainty
● Search
○ Your Budget and Campaign Coverage
○ Let’s Talk Strategy
● DSP
○ What is your North Star?
○ What Tactics to Activate

24. 24
Funnel Positions: Targeting + Tactics
DSP: STV | OLV | FT
DSP: Display
Awareness
Consideration
Purchase intent
Purchase
Loyalty
Awareness
● Audience Segments: Lifestyle 1P, out of aisle In-Market 1P, 3P Segments
● Tactics: STV, OLV, Tablet
Consideration
● Audience Segments: In-Market 1P, LAL 1P, Competitor 1P
● Tactics: OLV, Display
Purchase
● Audience Segments: PDP View Lookbacks, Brand Store Retargeting, Pixels
● Tactics: Display (REC)
Loyalty
● Audience Segments: Purchase Lookbacks
● Tactics: Display (SnSS)

25. Growth Tactics in the Lower Funnel
25
Growth
Awareness
Consideration
Purchase intent
Purchase
Loyalty
Purchase
● Focus on NTB acquisition by defining the retargeting audience
down to the new consumers the other tactics drove to the PDPs.
- This is done through strict negation of past purchasers.
● Promote gateway products VS the entire portfolio to attract NTB
● Use 1P data
● Flight budget during key moments when sales are active to
encourage NTB shoppers.
- Deals and tentpoles attract new consumers

26. Efficiency Tactics In the Lower Funnel
26
Efficiency
Awareness
Consideration
Purchase intent
Purchase
Loyalty
Purchase
● Play with lookback windows and use data as a guide
● With retargeting segments already being some of the most
effective when it comes to ROI, make adjustments to how the
media is being bought:
- Frequency
- Viewability
- Inventory
- CPMs

27. Retention Tactics In the Lower Funnel
27
Retention
Awareness
Consideration
Purchase intent
Purchase
Loyalty
Loyalty
● Basket Building
- Bring a past purchaser into a new product field that they
may not have yet purchased
● Repeat Targeting
- Retarget consumers who have purchased a product to
bring them back when they would need to have it
replenished
● SnSS
- Utilize custom creatives to call out SnSS at a purchase
option to the consumer
- Amazon also has SnSS segments available to help narrow
down these consumer sets

28. Key Takeaways
1. A dynamic budget and strategy is a
must in order to improve sales whereas
a flat budget and stagnant strategy will
likely lead to decreased sales.
2. The primary metrics to analyze to start
this year on search are cost per click
and campaign coverage (the
percentage of the day a given campaign
is live on Amazon).
3. Your KPIs should be aligned to your
North Star, whether it is new-to-brand
purchases, detail page views, or a
different focus.

29. Schedule Your
Consultation
with an Amazon
Expert

30. Q&A
KEN MAGNER
Strategist, Marketplaces
JOSEPH ELMQUIST
Strategist, Marketplaces

31. 31
Stay informed
on the future of
digital marketing
Visit our content hub
➜

32. Thank you!

33. Session 1
10am PT | 1pm ET
Bottom of Funnel Conversion: What Your
Brand Can Do if Sales Are Down in Q1
Session 2
10:35am PT |
1:35pm ET
Finding The New Top of Funnel: Riding The
Third Wave
Session 3
11:10am PT |
2:10pm ET
Finding The New Top of Funnel: In-Store
Physical Retail Media
Session 4
11:45am PT |
2:45pm ET
Driving Middle Funnel with
Consideration: How to take Advantage of
the Newest in Shoppable and Display
Session 5
10am PT | 1pm ET
Bottom of Funnel Conversion: Search and
Display Strategies to Jump-Start 2023
Sales
Session 6
10:35am PT |
1:35pm ET
AMC and the Amazon Sphere: What You
Did in 2020 Won’t Work in 2023
Session 7
11:10am PT |
2:10pm ET
How to Master Omnichannel Display and
Video for Amazon
Session 8
11:45am PT |
2:45pm ET
An Amazon Seller’s Guide to Operational
Success: Driving Traffic from External
Sources
DAY 1: RETAIL
Wednesday, February 15, 2023
DAY 2: AMAZON
Wednesday, February 22, 2023