The top Amazon agency reporting problems—and how to fix them

[00:00:00.00] – Sreenath Reddy

The topic really is reporting, reporting from anAmazon agency perspective. It's such a critical topic, and yet it's still fullof a lot of challenges, a lot of friction. And today we work with over 100agencies attacking and solving these problems. And I think today's session isreally more about sharing all the things we have observed, all the mistakes notto make and how to really think about reporting and analytics that just goes alittle bit beyond it being an operational need that you have to deal with.

Again, why am I doing this topic? There's high level,2-3 reasons. One, if you've been in the Amazon space and you've watched thelast 2-3 years, there's been a real explosion of data in terms of what Amazonis sharing. We went from having MWS APIs for Seller Central and then SponsoredAds and DSP to now you've got Selling Partner API, you've got APIs for vendordata, you've got hourly data, you've got Amazon Marketing Cloud, you've gotAmazon Attribution. It just does not stop. And yet this is point number twohere, for a lot advertisers, there's a lot of blind spots around understandingchannel performance, understanding why their product is doing well versus notdoing well. Because you've got so many factors that influence a product'sperformance at the same time. And I'll talk about this more later in thepresentation. And that's where reporting analytics comes and it's verycritical. And from an agency perspective, there is a need for that for internaluse and internal teams. And there's also a need to expose that to some of yourclients. But there's just so much friction in all of that.

This is why I wanted to... And we've been doinghelping agencies for the last three, four years, and in particular over thelast two years around data analytics and reporting. Prior to that, we werefocused primarily on advertising management. And so there's a lot of things wehave observed. Also, you may not know this, but two things I want to call outabout my background and Intentwise's background. Before we became a SaaSplatform, we were actually an agency. We feel the pain you feel. We can relate It.In fact, a lot of folks tell us there's a DNA of being an agency reflected in alot of what we have built in our products. So that's one part. The other partis for 10 years prior to starting this business, by By the way, for those ofyou that don't know me, I'm one of the founders and CEO of Intentwise. I livein San Diego. If you're around, love to meet. But my background prior tostarting this business was I ran the data and performance marketing teams atOrbitz, which is an online travel company, and it's a public company. So a lotof scrutiny on what we do on a quarterly basis.

So I've seen and lived through a lot of datachallenges and also lived through What do you do to make the most of all thisdata? So that's the background from which I'm coming. With that, I'm going tostart with a bit of a rhetorical question. So there's a bunch of you here. Insome form or fashion, you are thinking about reporting and analytics. This is aquestion you should answer for yourself, which is: Is reporting for yourbusiness an operational necessity only? Maybe sometimes an operational headache,or is this a real competitive differentiator which can actually drive growth ofthe business? I have a point of view on that and I'll share in a moment, butI'm going to frame at least my point of view in this context. Yesterday, mywife and I sitting in two separate parts of the house were shopping for aceiling fan because temperature is skyrocket in San Diego. We are in a slightlynewer house, don't have fans. We're shopping around. I'm just watching. I wasintrospecting what it takes to buy a product. All the factors that influence aproduct. And so on the left is a list of all the different things all acting atonce influencing a product's performance.

And because of this, we at Intentwise have so manyconversations with advertisers or brands on a regular basis, even earlier thisweek and last week, where a brand or an advertiser or seller, there are certainthings happening to their product performance, but they don't exactly know why,because just so many factors are at play all at and for vast majority ofsellers and brands, there are what I call performance blind spots. And this iswhy I think reporting and analytics is a massive opportunity for agencies,especially as Amazon and Walmart share more and more data. There's a huge voidthat I believe agencies with existing client relationships can really stepinto, which is why I would encourage all of us to think about reporting not asan operational necessity alone, of course, you need it to support youroperations, but also as a strategic asset, a competitive differentiator. That'show I would think about reporting and analytics. Even though some of you may befacing a lot of pain and struggling with a minutiae today, I think this is thepotential that getting the right reporting and analytics infrastructure andthat too quickly can do to your business.

In fact, I know a number of agencies that have raisedprivate equity capital or gotten acquired. Almost every one of them has areporting and analytics story to tell. They have a tool, they have a name for atool. Whether that is to convince clients, whether they're to convinceinvestors, that's a path a lot of the scale agencies have taken. And so shouldeverybody that is in this. So should every other agency in the business. Withthat, let me start peeling some layers. I keep using the word data, but there'stons of data. There's tons of data sources. But it's always helpful to put asimply a simple frame on what types of data are we talking about. For us, webucket all the data sets into five, and we think you need these five pieces ofdata to fully understand any particular product's entire product performance. Ikeep saying product, but aggregate a bunch of products, you get the account. Sothese are the five data sets that you have to have at your disposal and connectit together to get a full picture of any product's performance. Let me unpackwhat each of these things are.

We all know ads, ads is Sponsored Ads, DSP. And onretail, it's organic sales, inventory levels, pricing promotion, Buy Box. Andby the way, these are all examples. Organic ranking, BSR, so on and so forth.Competitive intelligence. We all know from an Amazon perspective, this is azero sum game. One seller loses, the other seller wins from a shopper'sperspective. So it is important to have a pulse on what is happening from ashare of voice, digital shelf perspective. That's competitive intelligence. ShopperInsights, this is relatively new. This is where Amazon Marketing Cloud has aton of insights that did not exist before. Things like what is upper funnelmarketing doing to your lower funnel marketing? Are there shoppers that arebuying your products but not opting in to subscribe and save? Are thereproducts that get you more due to brand customers than others. So should youlook at a cost targets on their products differently? All that falls on theshopper insights. But those four data sets are external to the brand. But whatis internal to the brand, which is the fifth bucket, is every brand or sellerhas a whole bunch of products.

They have their own product categorizations. In fact,oftentimes they are running their businesses along product category lines. Soyou have to have that data ingested, that categorization ingested in whateverreports and dashboards and analysis you do. If you're omnichannel, you want tobe able to reconcile product IDs between Amazon and Walmart or any otherchannel. As a brand, you have product level cost. Without that metric, you donot know how to get to a view that gives you profitability. I can go on and onand on, but I think this is a simple frame to keep in mind in terms of thedifferent data sets that have to be pulled together to get a comprehensive viewof what is happening in the channel. Again, just a quick reminder, if you haveany questions on this, feel free to drop it in the Q&A box and the chat. Ijust saw that the number of participants has shot up since I kickstarted thesession. Just say, I'll send you the recording. I'll also have some time at theend for Q&A, but feel free to drop in, ideally in the Q&A, so we cankeep track of it more effectively if you have any questions.

All right, let's keep going. This story is good. Ithink we can all buy into this. But what gets in the way of collecting all thatdata, stitching it together and having this amazing data infrastructure? Let metalk through the difficulties today. Number one, there are just so many datasources, and each one you have to collect data differently. For example,getting data from Seller Central, you download all APIs every day at a certaintime and get data for the previous day. That is very different from gettingdata from Amazon marketing stream, which is pushing data to you on an hourlybasis or rapid retail analytics. If you're vendor that is pushing data to youon an hourly basis. Those are examples of how, A, there are multiple datasources, and B, the way you collect data from each is very different. And I'llunpack this further in a later slide. But the second thing is, it's one thingto collect your data. It's another to keep that data error free. There are somany ways in which data goes wrong that maintaining data quality is actually acontinuous investment. It is not one and done.

Every day somebody has to be paying attention to dataquality. Number three, you can collect data, but every client of yours runstheir business a certain way. So you have to be able to ingest their nuances,whether it's product categorization, product costs. Some of the larger brandsmay have sub-brands. How do you segregate your data by those dimensions becomesthe other problem. Number four, which is fragmented data and slow dashboards. II don't think anybody on this call has not experienced this problem. You've gota beautiful dashboard, you've built it out, but then over time, it becomesreally slow. It takes painfully long to launch those dashboards. Often whathappens is that it happens because that dashboard is touching 10, 15, 20different tables and data sets, and the more data sets that dashboard touches,the slower they get. And then the last but not least, If you are an agency thathas scaled up a little bit, you almost don't have a choice but to havereasonable-looking reporting exposed to your clients. So pretty much a clientreporting portal, a reporting portal that handles data security where oneclient doesn't see and other clients data and a reporting portal that looks newage, that looks like the dashboards are not from the 1990s.

That's non-trivial. And so when you put all thistogether, this is what slows you down in solving your reporting and analyticsproblems. I'm going to spend the rest of the session talking about how to bestaddress them. But I've got a couple of questions or chats here. There's aquestion here saying, how can we get started with AMC and get access to data?If you have a DSP instance already, this is just one request away. Feel free tomessage me after. We can get you started on AMC if you don't already have one.Let me take another question here. Will you share this deck? Yes, we will shareout the deck. All right, let's keep moving. Before I dive into how do we solveall those problems, when I look at the agencies that we work with, they fallinto three buckets. On the left is like early stage agencies, perhaps notscaled up too much, but your reporting practically is Google Sheets or Excel,oftentimes. Then maybe you're subscribed to a third-party tool that gives youjust canned dashboards, the same dashboards for all your clients. You're notreally housing your data in your system.

It's just Excel. This is another thing I think mostof us are familiar with these big, large Google Sheets or Excel Sheets thatkeep growing and growing and growing. And one fine day, an employee that knowsthat sheet very well leaves, then you're stuck. That's just early stage. That'ssomething everyone goes through. That's step one. Step two is when you've gotto a bit of scale, you're focused on your operations, and you, as as an agency,have figured out your unique value proposition to your clients. You may be theagency that is so focused on profitability that that's your differentiation, oryou may be an agency that is so focused on growth, and that's yourdifferentiation. But that leads to your agency specific dashboard, however youget them built. You're also now starting to store your data. You're probablyusing one of those industry standard reporting tools, Looker Studio or Power BIor Tableau, one of those guys talking to that database, and you've got somereporting in place. That's step two. And the most mature of agencies are at aplace where they have a reporting portal that clients log into. Or they talk toyour clients, they actually deliver custom reports that are part of thatstrengthening of relationship and building that entrenchment with the client.

Some of the agencies we work with where we pipe datato them have built their own applications for reporting. They've done that,too. It's also a stage where clients are asking you a lot of ad hoc questionsand you want the ability to be able to do ad hoc analysis that no standardreport or dashboard will solve. But that's the progression. In today'sconversation is about how do we get you to accelerate that path, not over 10years, but perhaps in weeks or months. That is the conversation I want to havewith you. Let's talk about how. In order to accelerate that path upwards, whichI assume anyone here wants to do, who wouldn't, especially to scale thebusiness, there are two key enablers for this. Number one is the strategicaspect, which is, I call it a roadmap. It is simply a roadmap of questions.When I say questions, it's just a list of questions that you, the agency, findimportant, whether that's for internal use or to expose to clients. Becausethat list of questions, and I'll talk more about how to frame these questions,but that list of questions will drive all the choices you need to make inbuilding out your reporting infrastructure.

So that's number one, step number one. But once youhave that, it acts like a guide. Then there's tactics. And with any reportinginfrastructure for an agency, I'll go bottom up here. There are fourcomponents. You have to find a way to collect all the data you need. You haveto find a way to enrich that data with your client's very specific metadata.Again, product groupings, product cost, things like that. Then you've got thevisualization and reporting aspect. That's where reporting tools come in. Andthen there's the client access component. These are the four pieces that makeup a solid reporting infrastructure. But none of this is all that useful if itis not guided by a list of questions that you, the agency, has defined to beimportant, whether it's to make the running of your internal teams efficient orto make the storytelling to your clients differentiated and unique. That listof questions is super important. Now, how do you frame this list of questions?By the way, when I think list of questions, I'm not thinking a 50-pagedocument. No, I'm thinking a half-a-page document that has maybe five importantquestions. To give you a bit of a frame around how to think about questions, Ibucket them into three.

There is the operational questions, which is you arethe agency owner or you're a team member within the agency. You want certainstandard views that will give you a quick pulse of how the business going andsurface some problem areas. And I've given some examples here. If you're anagency with 50 clients, you may want to view an all accounts view that hasspend, monthly budgets, ACOS, stockers, and some trend views so you can quicklyspot problem accounts. Or if I were to drill further, you may want to have aview that shows profitability by ASIN or even product category in a givenaccount for all of your accounts. And by the way, I keep saying profitabilitybecause the industry is at a state where a lot of advertisers and brands,profitability is really top of mind. But many brands like private equity groupshave invested in them over the last 2-3 year period. There's a lot of scrutinyaround bottom line margins. So I'm going to keep using the term profitability alot. And what I found is constructing profitability view in a way that each ofyour clients can consume, also in a way that your internal teams can look atand see if, for example, ad spend is aligned with profitability or not.

I mean, it's non-trivial. But anyway, these are allexamples. So operational is just let me understand the business. These chartswill describe what happened to the business. The second one is diagnostics.This is actually perhaps super critical in the sense that every agency has runthrough scenarios and constantly runs into scenarios where the client isunhappy about a cost going up or you're over your top line not being great orwhatever the scenario is. If you do not have a solid process and a nice set ofviews and dashboard, what happens is your team members are running aroundtrying to figure out answers. Every time this comes out, they do somethingdifferent. It's not a scalable process. It's an anxiety-causing process. It'seasy to not look like you are leading in the eyes of the client. When I saydiagnostics, I'm talking about those 2-3 things that have to be automated andoperationalized that will reduce the anxiety among team members, improveemployee retention, also improve client retention. That's what I mean bydiagnostics, and I've got some examples here. The final one is strategic. WhenI say strategic, I'm talking about like, let's talk about account audits.

Vast majority of agencies win their business by doingaccount audits. The funny thing is you get the account, you sign up an accountdoing an amazing audit. Often you lose an account because somebody else did anamazing audit six months later. A lot of times the same audit that you did towin an account is actually not automated and your team is not doing self auditsbecause you haven't automated them and scaled them internally. So that's anexample. Can you automate your account audits in a way that it helps you in allaspects of the customer journey in prospecting phase when you're servicing themand potentially even to upsell in the future? Automating QBRs. I mean, theseare all just examples under the strategic bucket. But I I want to reiteratethat this is not an exercise that should take weeks and months. This is like acouple of days. Get the key people together. I say grab a pizza. In an hour,you can frame these questions because they are all things you face todayalready within the team. But once you have this, which is a half a page or afull page of questions, that's when we can then talk about step two, which is,okay, how do you build these things?

And I go back to the four components that make upyour reporting stack. The number one mistake to avoid, and I've seen manyagencies make this mistake, and we have helped them unwind things like that, isthere are parts of this four-piece puzzle that are just not your corecompetence, and don't even touch it. And I'll talk about what those are, butI'll go bottom up. Let's talk about data collection. Let me frame the problemaround data collection. Here's broadly four different ways in which we collect datatoday for agencies. There is the batch data pull on a daily basis, and you cansee the data sources on the right. There's the hourly push that we have to sitand listen and consume, which is examples of Marketing Stream and Rapid RetailAnalytics. Then there is Amazon Marketing Cloud, which is fundamentally verydifferent from pulling data from a database. It doesn't work like that. The APIinfrastructure is just very different for it. And then lastly, you've got Shareof Voice, search result data, shelf intelligence. There's a lot of things likegetting data from search results on Amazon. That's a very different process ofcollecting data.

There is so much complexity. And by the way, I'm justtalking about collection. I am not even talking about what do you do when thereare errors in data. Today, we collect data for about 4,000 accounts. There's somany issues that we run into. For example, you can call a certain report, adownload of data for a certain report from Seller Central, but it will saysuccess, but the data hasn't come through. So you've got to have automaticdetection of those things to find the errors, do something about it, eitherretrial or maybe even raise a ticket with Amazon. The reason for saying allthis is this is one of the candidates where you, the agency, should not beinvesting time building data collection infrastructure. This is where peoplelike us are making massive investments with a 20-people dev team because we canamortize that cost across a lot of agencies. So this is one of those candidateswhere this is not your core competence. Don't touch it. Please buy. The secondcomponent, which is enrichment an organization. By enrichment, you can read thetext here, but you have to have a mechanism to combine your brand's veryspecific things.

Like today, I know many of you maintain productcategorization in a Google Sheet somewhere. You maintain what are brand termsfor a given brand, maybe in a Google Sheet somewhere. But managing that data ina the way that they flow into all of the reports because you want to showadvertising performance, for example, by brand versus non-brand. You want toshow full funnel performance, advertising to retail, to ACOS, to TACOs byproduct categories. So that's what I mean by enrichment. Some of the brands youwork with are going to be in multiple geographies, and there's a need forcurrency normalization. How are you going to convert currency on the fly intothose reports? So you need a pipe of currency conversion data that has to bepart of your data set. Only then can you execute and build that report that isautomated. That's what I mean by enrichment. Organization. This is where Icannot tell you the number of times we run into a situation where an agency hasa dashboard, it is solving a very specific use case, but that dashboard istouching 20, 25 different tables underneath. And that dashboard either comes toa crawl or you often run into errors.

So for example, let's take a simple use case whereYou want to get a 360 degree view of products performance, advertisingperformance, overall sales performance, ACOS, TACOS, buy box, and a bunch ofother things. On the left are the different data sources from which you have toget data. In the middle is all the reports you have to pull together and buildthis dashboard. Let's say you built a Google data street, Looker Studiodashboard connecting to all these tables underneath that are sitting somewhere.Problem is the more tables you connect to, the slower the dashboard This is whythere's a real need at the database level to organize the data in a way thatsupports rapid dashboard load times and faster analytics. I'll talk about howwe are solving the problem. But I wanted to give you a bit of a technicalcontext around why this organization is important. It is important to havethis, otherwise you're going to have slow load times. Also, the next time youwant a new dashboard, it will take you forever if the The data is not betterorganized underneath. But anyway, let's come back to, okay, here's the stack,you're the agency.

What should I do? What should I build? Not build? Myrecommendation is the following. Data collection and connection and enrichmentof data, please do not do this. I've seen too many agencies go down this path.A year goes by, you're burning your hard-earned margins. You just do not makeprogress. And there's also constant upkeep. So these are the two things Istrongly recommend you don't do. Now, there are some minority of agencies thathave a big engineering team that have already done this. I get that, noproblem. But for the vast majority of you, don't do this. Rely on a thirdparty. This is a plug for Intentwise, but as or anybody else who can deliverreally high quality data pipes into a database or your own database. That islike recommendation number one. The top two layers, which is visualization. Sothis is where, again, if you're an agency that knows Looker Studio reasonablywell and somebody else is collecting all the data, putting it in the database,you can go build and modify certain Looker Studio dashboards if you wanted to,or Tableau or Power BI. So this is where I think the decision can be specificto you.

If you think you have the chops and the skills, thatcan go pretty quickly. So this could be Bill versus Brian. I don't have anyparticular recommendation. And even the client reporting tools like Tableau andPower BI inherently come with the ability to give access to clients. So you cango down that path. Now, the only issue there is that the Power BI and Tableauin today's age are not those slick-looking dashboards. If you want to reallydeliver this amazing user experience, you're going to have to go past thosestandard tools. We have some agencies to whom we pipe data, but they arebuilding out a complete software stack to make visualizations look verycompelling. So some of them have taken that path. Many of them have taken thepath of, look, let me have use Power BI. I'm going to share part of that withmy clients. That's fine, too. So that's where I think the top two layers can bebuild versus buy. But the bottom two, please do not build from scratch. It'sgoing to take you forever, and it never stops. So I know we're about 30 minutesin. I also want to dive into how we are solving the problem.

So just some important points of note for theagencies. Forget all the technical nuances. Your roadmap is perhaps the mostcritical asset you have. Because once you have that, either you can hold yourinternal teams accountable or external teams accountable, but make consistent,steady progress checking the box on that list of reports. Now, if you want tostrategize and need help framing these questions, I'm here happy to help. I'llleave my contact information. We can connect because we do have a vantage pointof seeing just lots and lots of organizations doing very different things. Sohappy to share our perspective. The other thing that is important around datais that it is actually important to keep data awareness very high. What I meanby that is when you have a new data source such as Amazon Marketing Cloud, youshould get your team members to go get certified ASAP because, for example, inparticular, in the case of Amazon Marketing Cloud, the certification processactually is pretty solid, where if you get through the certification, it maytake 2-3 attempts. But when you get through the certification, you actually nowunderstand what is possible. Then you can have the right conversations with theclients.

You can have the right asks of your reporting andanalytics partner or an internal team. But that awareness is critical. A lot oftimes, if you don't understand the data set, then you don't know what can bedone with it. So that's important. SQL skills. If you get to a place ofstarting to store data in a database, then having SQL skills, SQL stand forstructured query language. That's a language with which you can get at thedatabase and extract data out. Extremely valuable. And by the way, those twobullet points about AMC certification SQL skills. Intentwise, if you go to ourwebsite and the resources link, there is an Agency Learning Hub page where youshould get your teams to go look at it. There are There's three resources to golearn SQL. There's resources to help your understanding of Amazon MarketingCloud. I'd encourage you to go there and hang out there as much as possible.The other point I've made already is don't burn your time on non-corecomponents, especially data collection, data enrichment, data organization.These are things you do not want to do. By the way, Vaibao and my team has sharedlinks in the chat.

I think Vaibhav, these are just going to me. Let mejust repost a link to the learning hub. There you go. It's in the chat,everyone. So last couple of points, boiling the ocean and investing lots andlots of time before you see light at the end of the tunnel. Bad That idea. Ithink you have to take an iterative execution approach and make quarterlyprogress. And then last but not least, I fundamentally believe that ifapproached right, if you have the right roadmap of questions and get help wherenecessary, you can turn reporting and analytics into a real differentiator anda growth driver for your agency. I'm happy to take questions here before I diveinto the next phase, which is I'm going to talk about how is Intentwiseactually solving each of these problems. Problems. Perhaps do a quick demo ofour product, too. But any questions so far? A couple of questions on AMC. Ithink around AMC, if you have an ad partner that you work with, they can helpget you ANC instances created. If not, we today can help you get AMC instancescreated for all your clients. No problem.

So feel free to reach out to me or just go to thewebsite and reach out to us that way. No problem. All right. So switching Sonow, facing gears, I think the next few minutes, I'm going to do a quick deepdive on what we are doing to solve these problems, these four problems, whichis data collection, enrichment, visualization, and client access. I'm going toshare our application and do a live demo of how we are solving and attackingthis problem. So this is internalized analytics cloud. This is our reportingand analytics stack for agencies. And remember, I talked about that path ofevolution. Our singular goal is to accelerate you down that path and take tothat highest level of maturity as quickly as possible. Let me show you how thisworks. So this is in terms of it's cloud. I talked about data collection. So wehave already built data collection infrastructure for all of these datasources. So sponsor ads, seller central, vendor central, Walmart ads, stream,rapid retail analytics. We have an exhaustive list of sources from which wecollect data. So you don't have to build data collection infrastructure.

All you have to do is activate the data sources andthen connect your accounts. That's all you need to do. That's step number one.Step number two, again, you'll come to a choice where you'll say, look, I havean internal database because I'm using it for many different things. Why don'tyou pipe all the data you collected into my database? So whether that's aSnowflake or a Redshift or a Postgres or whatever, you can choose a datadestination. But let's just say that you don't have a data warehouse in place.You just want to use a reporting tool like Power BI, no problem. We can storethe data. It is your data, and you can connect any of your reporting tools toour database. So we solve the data collection problem for you out of the box.If you activate accounts today, you'll start seeing data tomorrow. By the way,as we do this, the unsexy part of this business is you do run into data issuesall the time. So one of the headaches you don't have to deal with is lookingout for the errors, retrying, getting that data or raising tickets with Amazonand getting those results.

All those things we handle behind the scenes. That'spart of data collection. There's a question about what is e-commerce? I'll getto that in a moment. Just give me one second here. So we talked about dataenrichment. Rather than maintain product groupings and a bunch of other thingsin spreadsheets somewhere, we give you native mechanisms within the platform tomaintain product You can assign many attributes for each category. One of themcan be product categories. You can even upload, update unit cost at a productlevel. Why is this important? Well, this is important to go construct thatprofitability view that we also desire. So we are allowing you to manage allthe underlying metadata in a scalable banner in one place. Brand terms isanother example. So once you insert brand terms for each account, every keywordautomatically has a tag on it that says brand or nonbrand. Every search termhas it, too. What that does is the build out of reports downstream just becomea whole lot simpler and you have a lot less maintenance overhead and headache.Labels. We allow you to dynamically define labels and tag. In fact, you cansay, look, all campaigns that have such and such text, I want this labelassigned.

Why is this important? Well, you can use these labelsto do reporting downstream. So this is what I mean by enrichment of data. Letme go back to my connections. So you've got data destinations, data sources,and then there's this concept. I talked about organization. Remember, I wastalking to construct a single product level view. You have to touch so manydifferent reports and tables. Well, we have done the hard yards, and not onlydo we collect source data, we also reorganize the data into a proprietary datamodel called eCommerce Graph, where I'm going to give you a glimpse a singletable called product summary that gives you all of the metadata for a single product,even cross channel. So you've got advertising data, you've got organic salesdata, you've got BSR, content data, all of it in one view. So you don't have tobuild reports that touch 20 different things that are slow to perform and hardto maintain. We have done the hard yards for you. And by the way, this samee-commerce graph also has things like currency conversion, where is currencyexchange rates. So for all of your marketplace, that is part of the data set.

You don't have to go elsewhere to go find it. And oneof the things we find is an agency comes to us and say, Hey, I want all thisdata collected. We collect all the data, but we also give them this e-commercegraph. Eighty to 90 % of agencies that have come to us end up using thee-commerce graph, and they use the source tables a lot less because it's justwe have done the hard yards. You don't have to deal with it. So that's theenrichment and organization. Here's something we released very recently. Oh, bythe way, actually, before I talk about this, let me talk about visualizations.So let's just say you are a Google Data Studio shop or a Power BI shop. We havebuilt in templates that you can activate right away for all kinds of use cases.So advertising plus organic sales for sellers, DSP overview, advertisingaudits, rapid retail and marketing stream views, customer lifetime regularviews, subscribe and share. These are all CANT pre-existing dashboard templatesfor any of the reporting tools you currently use internally. So if you are anagency that has the model of saying, look, I'm a Power BI shop and I'm justgoing to connect to this data store that Intentwise is populating, then you cantake one of these templates and activate them right away.

And again, this is our effort to shrink your time tobuild compelling reports. And then last but not least, when it comes to clientaccess, this is actually a relatively new capability we just launched. Is It'sthe concept of embedded dashboards. Here you say, look, activate embeddeddashboards for me. By the way, I'm talking about white labeled client report,client facing portals that can be up and running in minutes for you. So onceyou say, activate insights, and then you have an Insights tab activated foryou. You go to white label settings. You, the agency, can configure asubdomain. And on your DNS or domain settings, there's a way to configure thiswhere a client goes to that subdomain, they're seeing your reports. That's yourreporting portal. We can help with the technical aspects of it. You upload alogo. You even pick a theme that you desire in terms of how the report shouldlook. That's how you set up your white label options. You then go to mydashboard. There's one dashboard activated here, but I can go to adddashboards, and there's a library of dashboards here I can choose from. By theway, if you don't see a dashboard you like or you want a customization, you canrequest custom dashboards.

This is another thing where where you don't have tofind resources elsewhere on all of that. We've got both the SaaS platform and aservices layer to build things for you, and we can get done within days becausewe have an analytics studio internally that dramatically accelerates the pacewith which we can build out dashboards. But as an agency owner, you can comeand say, look, I've got a vendor central over you, but I also want to activatethis DSP over your dashboard for some of my clients. And I hit continue. I thencan select a client user. I can Can I either add a new user or select anexisting user. Once I do that, I hit save, and that's it. So this new dashboardshows up in the my dashboard section. This is you, the admin, and you have auser management to see who are all the users that have access to all thesedashboards. You can manage this very seamlessly. Now, if I'm a client user thatI just got access to these dashboards, what is my experience? So I come intothis URL that's you defined, the analytics Whatever you're doing, analytics.

Your agency name dot com. I log in and my view here.So I see my two dashboards that the agency activated for me. I can drill intoone of them, which is like vendor analysis, a vendor advertising and organicsales. And here's the dashboard. Please note that if you don't like some of thewidgets, they need to be customized. We can do that for you. No problem. Butthe idea here is you can stand up client-facing portals, activate a number ofdashboards, get some custom ones built, and deliver a lot more new age-lookingreporting and analytics experience to your clients. And all that within days,not months and years. And your client can just download this into PDF. Abeautiful-looking PDF comes out. We're also adding more and more capabilitieslike scheduling these reports and things like that. But in essence, what wehave done here is we have solved the data collection problem out of the box,enrichment an organization. Depending on the path you want to take. We havemechanisms to accelerate your build out of reports and dashboards. And we havealso solved for client access that is secure and new age looking. And all thatcan happen in a very, very short time frame.

And the point here is we want to get you, no matterwhere you are, we want to get you to be right here in a matter of days andweeks. All right. I'm going to pause. I'm going to leave my email in the chatIf you want to reach out to me. Again, if you're anyway here attendingAccelerate, please say yes in the chat. Our booth number is 202. There's a lotof topics we can cover, including Amazon Marketing Cloud, but we'd love to seeyou there. I just shared my contact info. Let me stop presenting. And I'm opento questions. So feel free to drop in a question in the chat or the Q&A.And yes, we will send out the recording after we are done here. All right,there's a question about what reporting tools to use. Good question. I thinkwhen it comes to reporting tools, I put them in three buckets. One is, I'm surethere is SaaS tools where you put your credit card, you get these reports thatyou can use for internal purposes. It's the same view for all clients. And Ithink they serve a purpose, and that's a fine way to go.

But if you want to use one of the industry standardreporting tools, the most common ones we see are Looker Studio, Power BI andTableau. Tableau and Power BI just have this added benefit of being able toactivate a portal for your clients. And then one dashboard can be given accessto lots and lots of accounts and our clients. And when they log in, they onlysee the the area they're supposed to see. The challenge with Looker Studio isLooker Studio does not have the ability to allow multi-client access to thesame dashboard, so you're having to make copies. But the benefit of LookerStudio is it's free. So There's pluses and minuses in terms of industrystandard tools. This is also why we introduced our own embedded solution sothat you don't have to deal with the complexities of yet another reportingtool. But if you have resources and you've been down that path for a while now,it's a fine path to stay on. There's many other reporting tools like Domo andwhatnot. But if you look at presence in the industry, like Looker Studio,Tableau, Power BI, perhaps the most ubiquitous. There's a question, how How doyou handle complexity?

How do you handle complexity around data sources?Does a particular report only use queues or can it mix queues for some usecampaigns for others? I mean, there is definitely complexity around each of thereports. I'll tell you a common complexity we're on it There are some reportswhere you can only request the download every four hours. For whatever reason,if things go wrong in that window, you got to wait for four hours before youask again. There's a lot of complexity on reporting, but each report has itsschema. Part of the job is not just collect, but because the grains of data aredifferent in each, how do you join them together to get a single view is aproblem that requires both the understanding of data and the understanding ofdomain. That's the only way you can get through it. An example of importance ofdomain knowledge. A lot of people touching Amazon data don't understand theconcept of click attributed revenue in ads, meaning that I could have bought aproduct today, but if I clicked on an ad three days ago, my purchase isreported three days ago on the and reported for today in organic sales.

Those are the types of complexities that you justhave to have the domain expertise to know when you join these data setstogether. There's a question here saying, Hey, can we get access to your demodashboard? Happy to do a demo and do a deep dive with you. I'll have one of myclients reach out for sure. One of my team members reach out to set up sometime with you. Also, while you're here, please feel free to share anycommentary about how you felt about the webinar. Good, bad, ugly, it doesn'tmatter. We'd love to take the feedback. Also, call out any specific things youmight have liked or you are taking away from this. That'll be incrediblyvaluable for us. We're always trying to refine our content. Also, if you don'talready follow our newsletter, we put out a lot of educational content for you,so please do so. Vaibouf, can you please paste the link to the newsletter signup as well? Thank you. One of the things we'll do next next is perhaps start toget into specific use cases. I mean, the common ones, ACOS versus tacos,profitability, inventory versus ad spend, those types of things.

I think we'll start to get deeper and deeper into theuse cases we support in the next set of webinars. There's a suggestion here tobe doing paid fixed sessions. I love the suggestion. We'll definitely take thatinto consideration. I think the important thing here, if nothing else, thesingle most important takeaway I want to leave you with is make sure you havethat roadmap of questions because if you don't have that, all the downstreamactivity just doesn't go in the direction you ever desired. So please framethose questions first. Super happy to help you with constructing them if youneed that assistance. Okay, I think that's the end of it. I think we'veaddressed all the questions. Again, send me a note if something comes to mind,sreenath@intentwise.com. Thank you, everybody, for joining. If you're attendingAccelerate, we'll be at booth 202. I'd love to hand you some goodies. Swing by.But until next time, take care of yourself and safe travels if you're headingto Seattle next week.

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