Breaking even equals a sort of failure, right? Not quite, says Nich Weinheimer, VP of eCommerce at Kenshoo. Having started as one of the earliest SaaS platforms to help brands with marketing technology in search, Kenshoo has gone from helping 0 to over 500 brands scale their business since late 2017. Over the last year and a half, the company has leveraged strong relationships with Fortune 100 brands, agencies, and SMB brands, including all of the Big Six holding companies (WPP, Omnicom, Publicis Groupe, Interpublic, Dentsu, and Havas), to build out a global salesforce.
In the last 12 years that Weinheimer has helped brands build their businesses on Amazon, he’s noticed that as Amazon’s platform matures and makes more types of data available, the way we leverage that data and measure success has evolved as well.
I sat down with Weinheimer, who now leads Kenshoo’s eCommerce initiatives, to get his take on what brands should be focusing on when it comes to their Amazon channel, and what lies ahead for the future of Amazon advertising. This Q&A has been edited and condensed for clarity.