Posts by Kiri Masters
In It To Win It
How Amazon is pay-to-play for brands, why that matters, and what to do to win
We launched this research in October 2022, based on the question: “How Amazon is pay-to-play for brands, why that matters, and what to do to win?”.
This 12-page research report includes a framework to understand whether your brand needs more or less advertising investment relative to peers, the “Sponsorship Lift Matrix”Read More
Retail Media Allocation
How to allocate retail media budget like an expert…across a dizzying array of options – A Research Report by Kiri Masters and Matteo Bizon
Our research is based on how successful retail brands are allocating their media budget, acrss a burgeoning array of retail channels and media platforms.
In May 2022, we have released:
A white paper with our research findings
2 frameworks to use to make budget allocation decisions and compare retail media platforms
A webinar that gives an overview of research findings and our recommendations
The Amazon Maturity Matrix – 6 Factors That Drive Results On Amazon
A Research Report by Bobsled Marketing
Operating a successful Amazon sales channel is challenging. Operating requirements, new advertising tactics, customer demands, and competitive pressures all move at a breakneck speed. Sometimes it feels like achieving your Amazon targets is outside of your control.
But what if we told you that many of the success factors actually originate inside your own company? That the most critical drivers of success are often internal, and therefore within your control?
We call this the Amazon Maturity Matrix, a framework that helps brands to measure where they are on their Amazon journey, from the inside out.Read More
Retail Media’s Measurement Problem – Industry Must Solve Standardization Issue to Meet Growth Projections
Kiri Masters, Head of Retail Strategy at Acadia is quoted in Ad Age on March 9, 2023. “It’s the cost to the executives of trying to figure out how much…Read More
Fit For Purpose: Next-gen DSP metrics that measure what matter
If you want to get the most out of Amazon DSP, then you need to start exploring beyond standard metrics such as impressions and ROAS. While these metrics are easy to pull from dashboards and compare to similar metrics on other platforms, there are significant limits on what these metrics can actually teach you about how DSP is really performing.
Fit For Purpose reveals 23 new next-generation metrics for Amazon DSP. Based on our retail media team’s deep experience with Amazon DSP, we have identified metrics that are tailored for each stage of the purchase journey, brand objective, and market position. These include 10 new metrics developed by Acadia that we believe should be a staple of every brand’s DSP dashboard.Read More
Why Amazon-Fluent Companies Outperform Peers by 16%
Kiri Masters is Head of Retail Marketplace Strategy at Bobsled, an Acadia company, and the Founder of Bobsled Marketing. Amazon is different to other retail channels. That is the under-statement…Read More
4 Things We Know About Amazon Prime Day 2022
Kiri Masters is Head of Retail Marketplace Strategy at Bobsled, an Acadia company, and the Founder of Bobsled Marketing. This article was originally published on Forbes.com as ‘What We Know About Amazon…Read More
22% Of Brands Are Unhappy With How They Allocate Their Retail Media Budget. But There’s a Better Way
Retail media networks (RMNs) are an exciting place to run ads, because of the valuable first-party data that retailers have about their customers.Read More
Walmart Marketplace Partner Network Announcement
Bobsled Marketing is now one of the official Agency Solution Providers of the Walmart Marketplace.Read More