“We have found this trial with Kenshoo and Profitero really engaging and thought-provoking. Having two of our key partners working together, sharing our data, and focusing on a key business challenge has been fantastic. We have been really challenged by our partners to look at our key categories differently and to try new approaches to grow market share. The results have surprised us and have made us review our approach to categories across the business".
Louise Harris – Senior Global Customer Experience Manager

10 pt
market share earned (brand level)
10 pt
on page 1 share of voice
19 pt
on position 1 share of voice

Mayborn’s Data-Driven Transformation Has Begun

Mayborn Group is the UK-based parent company of popular baby brands Tommee Tippee and Gro. Its products span multiple categories including change time, nappy disposal, breastfeeding, bath time and more.

Since 2017 Mayborn has been undergoing a significant digital transformation programme as it aims to drive 50% of all sales via ecommerce by 2021. Creating a data-driven ecosystem across four pillars (commerce, content, connect and community) has underpinned the transformation – with Kenshoo and Profitero being used to support growth within the commerce pillar specifically.

Why Kenshoo and Profitero?

Mayborn uses Kenshoo Ecommerce to run its Amazon Advertising campaigns at scale across the globe. In addition to the automation and optimization benefits it gets from using the platform, the ability to connect ARAP data with advertising metrics provides powerful insights into advertising performance.

Mayborn uses Profitero to understand its category market share and growth trends on Amazon and optimize product performance to grow sales faster. Profitero’s ability to connect changes in market share, traffic and conversion with daily product performance metrics, such as in-stock rates, content quality, search placement and pricing, enables Mayborn to pinpoint growth opportunities with speed and precision. 

High Market Share & Share of Voice…Now What?

Using Profitero data, Mayborn identified that the Nappy Disposal category had 3x more market share than any of its competitors, more than 60%. Additionally, using Kenshoo Ecommerce the team could see that specific sub-categories had a very high share of voice (bins for example have a 77% share of position 1 and refills, a 51% share of position 1 for priority key terms).

With high market share and high share of voice, Mayborn questioned: 

  • Whether it was over-investing on ad spend for a category with high share
  • Whether it had reached maximum impact of ad spend and could therefore start to reduce investment and rely on organic performance to maintain market share

Rather than making these key budget decisions by only considering the category level data they had in hand, the team recognized that they needed to get more granular. 

Getting Granular With Item-Specific Intelligence

Within the Profitero and Kenshoo partnership, Mayborn asked the teams to explore this further and test whether, in highly penetrated categories, there was an opportunity to drive sales share growth with advertising by focusing ad spend across high converting, low-risk products. 

A three-phase approach to proving the hypothesis was undertaken:

  • Phase 1: The team connected high-level measures of category performance with item-specific intelligence to determine areas of opportunity. Some interesting insights were uncovered:
    • A large amount of ad spend was being directed to products with ongoing availability constraints 
    • There were missed opportunities to invest ad spend toward higher converting products in the portfolio 
    • Advertising was being under leveraged to drive organic growth
  • Phase 2: Using the intelligence gathered in phase 1 an action plan was defined to address the opportunity and prove the hypothesis. This involved:
    • Restructuring campaigns to single ASIN ad groups for maximum control
    • Increasing spend as % of total sales for priority items
    • Optimizing campaigns based on item availability and scale share of voice
    • Setting bidding algorithms toward scaling budgets
    • Retargeting ad spend toward high potential under-trafficked products
  • Phase 3: The recommendations were executed and measures of impact and success were monitored. In just 5 weeks, the success was clear:
    • 10 pt increase in market share earned at brand level
    • 115% increase in ad revenue within ROAS guardrails
    • 10 pt increase on page 1 share of voice
    • 19 pt increase on position 1 share of voice

Adopting an Ongoing Test and Learn Approach

With the combined insights of Profitero and Kenshoo, proving this hypothesis is just the beginning for Mayborn. Mayborn continues to use a test and learn strategy more broadly across the organization – and within advertising specifically is continuing to work with Kenshoo and Profitero to extend the project to new categories and hypotheses. 

Challenge

  • Mayborn wanted to know whether there was an opportunity to drive sales share growth with advertising by focusing ad spend across highly penetrated products

Solution:

  • The company relied on the partnership between Kenshoo Ecommerce and Profitero to test and learn whether there was an opportunity to drive sales share growth

Results:

  • 10 pt increase in market share earned at brand level
  • 115% increase in ad revenue within ROAS guardrails
  • 10 pt increase on page 1 share of voice
  • 19 pt increase on position 1 share of voice