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Analytics & Attribution

The Numbers Behind the Numbers

Branded versus non-branded revenue, cross-channel spillover from Meta, AMC cohort economics and contribution margin by SKU — analysis that changes what you decide, not just what you know.

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Amazon Analytics & Strategy

An account can look healthy at the top line and be structurally fragile underneath it. Once more than seventy percent of revenue arrives through branded search, a brand is harvesting demand generated somewhere else rather than growing on Amazon, which leaves the whole channel hostage to a paid social budget that any quarter could cut. Our analytics work exists to expose that kind of dependency early and give you a defensible basis for where the next dollar goes.

The Analyses We Run

  • Branded and non-branded revenue splits from Search Query Performance, business reports and search term data — the single most useful diagnostic we run on a new account.

  • Cross-channel spillover quantifying how Meta and paid social spend converts into Amazon branded search volume and branded sales, expressed as a spillover ROAS your media buyer can act on.

  • Amazon Marketing Cloud work — cohort LTV, new-to-brand economics, path to conversion and frequency — written as clean-room SQL against your instance.

  • Contribution margin modeling by SKU and by channel, so pricing, promotion and advertising decisions get made against profit rather than revenue.

  • Search Query Performance trending week over week and month over month, to catch category share loss while it is still a small number.

  • Auditable workbooks and dashboards with live formulas, so your team can interrogate the assumptions instead of taking a PDF on faith.

How It Runs

How the Engagement Runs

Four stages, each with an owner and an output you can hold us to.

  • 01

    Scope

    We agree the specific question the analysis has to answer, because analysis with no decision attached is expensive entertainment.

  • 02

    Assemble

    Data from Seller Central, Campaign Manager, AMC, Sellerboard and your paid media platforms, reconciled against each other before anything is calculated.

  • 03

    Analyze

    Findings built with visible formulas and stated assumptions rather than a black box and a conclusion.

  • 04

    Present

    A working session on the logic with your team, then a written recommendation with the trade-offs made explicit.

Built For

Who This Is Built For

  • DTC brands where Meta and Amazon budgets get argued about internally without data to settle it.

  • Operators who suspect their Amazon growth leans harder on branded search than the top line suggests.

  • Teams facing a real capital allocation decision who need something more rigorous than platform-reported ROAS.

Proof

+85%

Year-over-year growth

Reading a wellness portfolio at product-line level rather than account average exposed where budget belonged, and the account grew 85% year over year.

Read the premium wellness case study

FAQ

Questions We Get Asked First

  • Not for most of it. Branded splits, spillover analysis and contribution margin work all run off standard reports. AMC adds cohort LTV and path analysis, and we can help you get an instance provisioned if you do not have one.

  • Yes. We deliver workbooks and SQL your analysts can take over. We would rather your team own the model than rent it from us indefinitely.

  • Both models work. Attribution and branded-split analyses are usually a scoped project, while SQP trending and margin reporting tend to become part of the monthly cadence.

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Other Services We Provide

Ask us the question you cannot currently answer

Most brands already know which number they do not trust. Tell us which one it is and we will scope the analysis that settles it.

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