• by Steve McClellan  @mp_mcclellan, September 2, 2020

eCommerce SaaS analytics platform Profitero today announced what it is calling a first-of-its-kind “open ecosystem” connecting retail data and analytics, agencies and ad tech platforms together in a bid to optimize ad buys on commerce platforms.

The announcement comes as agencies and holding companies are aggressively moving to bulk up expertise in ecommerce, which is growing sharply during the pandemic.

A number of agencies and holding companies have already signed on to the service, including Dentsu Aegis Network, WPP, IPG, Publicis Groupe, VaynerMedia, BuyBox Experts, Night Market from Horizon Media and Tinuiti.

Profitero said integrations with its service and tech platforms like Pacvue, Kenshoo and MikMak will give brands and agencies access to ecommerce analytics immediately alongside advertising campaign performance, making it easier to adjust and optimize campaigns and improve ROI.

“By connecting our daily eCommerce data with media agencies and ad tech providers, Profitero is enabling the integration of sales and marketing to happen seamlessly and automatically,” stated company CEO Bryan Wiener. “For the first time, marketers can have real-time product insights to optimize campaigns and sales teams can better understand how marketing campaigns are driving digital retail performance.” 

By way of example, the company noted initial tests between Kenshoo and Mayborn Group, a global manufacturer and supplier of baby accessory products.

During those tests the firms leveraged Profitero’s daily traffic, conversion and digital shelf data to optimize sponsored ad campaigns on Amazon. As a result, they drove market share lift of 10 percentage points in a week. 

The open ecosystem is also designed for partnerships with creative and shopper marketing agencies that Profitero said would help brands optimize product content across retailer sites. And partnerships with other data and analytics platforms will enrich their eCommerce performance reporting capabilities.  

WPP is a believer. “As our clients lean even further into eCommerce, leveraging key data and insights through the Profitero platform will enable more intelligent media planning and performance,” said Kacie McKee, head of eCommerce, US, Wavemaker. 

Jacquelyn Baker, managing director, commerce practice lead at VMLY&R, added: “As a premiere commerce agency within the WPP network and long standing partners with Profitero, we are looking forward to elevating our relationship to offer up differential insight and unlock growth for our clients together through enhanced commerce analytics capabilities.”