November '24 Monthly Roundup

November '24 Monthly Roundup

This November roundup is stuffed with...

🎯 strategies for NYNY success

📊 case studies on holistic brand growth

📈 consumer sentiment insights for Q4

🤝 fresh perspectives on breaking down platform silos

Let's shake off the post-Thanksgiving food coma and get GO-ing.


We can't catch ’em all. But you don’t want to miss these.

From the GO Team: 

 

 STRATEGY: Get Ready for New Year New You

We’re in the middle of the Black Friday shopping frenzy, but Jan 1 is right around the corner. If you’re not already building your plan for New Year New You, this article takes an in-depth look at the opportunity and strategy to help you win.  

Check out the full article ⇢ 



CASE STUDY: Holistic Support Drove Increases in Engagement and Orders 

GO works with a client that began experiencing an array of issues that were impacting each other.  

  • Lean inventory 

  • Budget changes 

  • Variation breaks 

All of which needed careful attention if we were to support the client’s growth goals. So our team got to work addressing each of these challenges holistically across operations, retail, content, and advertising. Each area would play a key role in getting the client back on track, and the results say it all:  

  • Shipped COGS for the brand’s main subcategory is up +54% YoY. 

  • Owning the #1 click share and conversion share on their top-performing item. 

Read the full case study ⇢ 



CASE STUDY: Drafting Off a Key Competitor to Drive Sales

GO works with a Health and Household brand that launched products in 4 new category segments. Since they’ve entered these segments, there’s been one main competitor who has been a consistent threat – this competitor often owns the first Sponsored Product (SP) placements within category searches. 

During Prime Big Deal Days, GO noticed this main competitor was owning the top spot on the Health & Household Deals page along with their typical SP placements. To take advantage of the influx of traffic this competitor was generating from these placements, our GO team knew we needed to target their product detail pages (PDPs) with a nuanced SD advertising strategy. 

When the dust settled, these SD ads made up 5% of the client’s total tentpole sales. Not too shabby.  

Read the full case study ⇢ 



CASE STUDY: Lowering Fulfillment Costs by 17%

A major Amazon seller was shipping too frequently to Amazon warehouses via expensive small parcel deliveries. The solution: 

  • Built 2 weeks of safety stock by temporarily increasing order frequency. 

  • Once stable, switched to bi-weekly orders. 

  • Result: 17% reduction in total shipping costs, up to 30% savings on certain ASINs. 

The key was establishing a buffer inventory before reducing shipping frequency, which cut costs while maintaining stock levels. 

Flip through more of the details ⇢ 


AMAZON FEE UPDATES: What’s Happening ⇢ Why It Matters ⇢ What to Do About It 

With Amazon’s fee updates earlier this year, it was exciting to see Amazon's latest fee announcement leading into 2025...  

What's Happening: Amazon announced no U.S. fee increases for 2025 - no referral fee hikes, no new FBA fees, no new fee types, and reduced placement fees for bulky items and incentives for new ASINs.  

Why It Matters: This fee stabilization is significant for profitability management. With 61% of brands citing profitability as a top challenge (per Stratably), this is a great sign for some opportunities to finetune and optimize for that profitability.  

What to Do Next:  

- Keep on top of your audits on current fulfillment costs  

- Identify opportunities in bulky item categories  

- Consider new ASIN launches Dec-Mar to leverage fee waivers  

- Redirect potential savings to growth initiatives  

Check out this case study to show how we’ve done that ⇢ 


Posts by others that stood out: 


CONSUMER REPORT: November Sentiment Tracker 

Numerator released their latest Consumer Sentiment Tracker and we’re seeing a lot of alignment across our brands. The report highlights that consumers are actively seeking savings through deals and reduced spending, with 42% shopping for sales and 41% using coupons, while maintaining a neutral-to-cautiously optimistic financial outlook (52.4 score). When consumers have extra money, they're primarily saving it (38%) or paying down debt (34%), suggesting careful spending habits even as financial optimism shows slight improvement across demographics. 

  • DEALS FOCUS: High consumer emphasis on sales (42%) and coupons (41%) suggests strong opportunity for promotional pricing and coupon strategies on Amazon 
  • TIMING: With 22% delaying large purchases, consider strategic timing of major promotions and ensuring competitive pricing for big-ticket items 
  • VALUE PROPOSITION: Growing preference for store brands (24%) and used items (17%) indicates need to clearly communicate product value and quality to justify premium pricing 
  • DEMOGRAPHIC TARGETING: Gen Z is showing highest financial optimism, while Boomers+ are more cautious - consider adjusting your approach and content accordingly. 

See the full tracker ⇢ 



Jeffrey Cohen shared a great post analyzing this EMARKETER data. Amazon is leading a major shift in sports viewing from TV to streaming, with digital viewers projected to outnumber traditional TV viewers by 30M+ by 2027, while offering advertisers unique ability to track viewing-to-purchase conversion. 

  • Digital sports viewers: 84M (2022) → 127.4M (2027) 
  • Traditional TV viewers: 97.2M (2022) → 75.4M (2027) 
  • Women's sports revenue up 300% since 2021 

A couple great Jeff quotes:  

"The future of sports advertising isn't just about eyeballs - it's about engagement, data, and direct results." 
"Overall sports viewership hasn't grown significantly (47.6% in 2024 vs. 46.9% in 2018). It's not about more viewers – it's about reaching them where they are now...and measuring the impact on your sales." 

See his full post ⇢ 



A reminder that Brand Builders can't afford to forget.

Breaking Down Platform Silos 

There's a critical lesson in how today's most successful brands approach their marketing mix. While many companies still operate in silos—with separate teams chasing separate metrics on separate platforms—the reality is that consumers don't think in silos at all. 

Think about your own shopping journey. You might see a product on social media, research it on Amazon, check reviews on YouTube, and ultimately purchase it at Target. The path isn't linear, and it certainly isn't confined to a single platform. 

This complex reality presents two fundamental challenges for brand builders: 

  1. Meeting customers where they actually shop (not where we wish they would)
  2. Measuring true impact across this interconnected ecosystem 


The Problem with Platform Silos 

When teams operate in isolation, focusing solely on platform-specific metrics, they often optimize for what's easily measurable rather than what's ultimately meaningful. An Amazon-specific team might hit all their ROAS targets while missing opportunities for broader topline growth. A social media team might drive engagement without connecting it to actual sales impact. 

That's why marketing and sales leaders have to focus on the sophistication of their media mix in order to break down those silos and make better decisions.  


Breaking Down the Walls 

Forward-thinking brands are taking three key steps to break down these silos: 

Start with the Consumer Journey (not platform-specific metrics) 

  • Map where your customer actually engages and shops 
  • Understand how they move between platforms 
  • Design strategies that support their natural behavior 

Align Your Metrics Across Platforms 

  • Move beyond platform-specific metrics 
  • Focus on overall business health indicators 
  • Consider both immediate impact and long-term growth 

Foster Cross-Platform Collaboration  

  • Bring teams together regularly to share insights 
  • Create unified customer experiences across touchpoints 
  • Enable data sharing between platforms where possible 


Remember: An Amazon ad tool doesn't just drive Amazon sales. A social media campaign doesn't just build social engagement. When you break down the silos, every marketing dollar works harder because it's aligned with how consumers actually shop. 

The brands that will win tomorrow are the ones that can orchestrate this complex ecosystem today. They understand that success isn't about mastering any single platform—it's about meeting customers wherever they are. 


A challenge from our team to yours, helping you level up this next month.

The Power of Authenticity 

Being different and authentically yourself isn't a liability—it's a strength. In our quest for professional success, we often try to fit a predetermined mold, but true innovation and leadership come from embracing what makes us unique. When we bring our authentic selves to work, we not only perform better, but we also create space for others to do the same. 

This month, identify one aspect of your authentic self—a perspective, experience, or approach—that you typically hold back at work. Find a way to thoughtfully incorporate it into your professional life, whether in a meeting, project, or conversation with colleagues. 

How can your unique perspective contribute to your team's success? What's holding you back from sharing it more openly? 

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