VMLY&R partners with Profitero to help brands optimize ecommerce marketing performance
VMLY&R has announced a partnership with Profitero, an ecommerce analytics platform. The alliance involves a first of its kind “open ecosystem” which connects retail digital shelf analytics, media agencies and ad tech platforms for optimized marketing performance.
The ecosystem eliminates long-standing silos between ecommerce sales and marketing teams through integrations that allow ad agencies and ad tech platforms to adjust and optimize ecommerce advertising campaigns and content based on out-of-stock, search traffic, conversion rates and other product analytics collected daily from retailer websites around the world.
Jacquelyn Baker, Managing Director, commerce practice lead, VMLY&R: “As a premier 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.”
Integrations between Profitero and tech platforms like Pacvue, Kenshoo and MikMak will give brands and agencies direct access to highly accurate and valuable eCommerce analytics immediately alongside advertising campaign performance making it easy to adjust and optimize campaigns and improve ROI. Initial agency partners include five of the six major agency holding companies, as well as leading independent agencies such as BuyBox Experts, Night Market from Horizon Media, Tinuiti and VaynerMedia.
Bryan Wiener, CEO, Profitero: “eCommerce sales and marketing teams have an untapped opportunity to drive greater performance for their brand, and using a single source of truth for eCommerce data across teams can help drive ROI across enterprise organizations. 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. 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.”
Optimizing advertising ROI is just one goal of the ecosystem. Partnerships with creative and shopper marketing agencies will also help brands optimize product content across retailer sites, and partnerships with other data and analytics platforms will enrich their eCommerce performance reporting capabilities.
Gary Vaynerchuk, CEO, VaynerMedia: “Success in e-commerce is going to be one of the most important, if not the most important, variables that dictate the success of many of our clients going forward. We’re proud to partner with Profitero to deliver support in that success through differentiated insights and execution.”