Amazon Ads - Internal DSP Book of Business

At Amazon Ads, I helped develop new Amazon DSP campaign optimization workflows in the Account Team Console. These workflows were designed to help account team sales members who support traders and self-service advertisers. gain an understanding of the advertisers/agencies they manage, utilize signals to prioritize supporting the right accounts, and easily kick off the recommendations workflow in Insights and Recommendations (I&R). This project was part of a broader initiative to increase the number of optimization recommendations delivered to self-service advertisers by the end of 2024.

Client

Amazon

Type

Full-time

Year

2024

The Ask

Prior to the launch of this workflow, sales team members had to leverage several dashboards and spreadsheets to investigate the root cause of under-delivering campaigns. Sales team members would then send recommendations to traders to fix these issues via call or email, and manually track which changes have been implemented. However, this process had several key pain points:

Using manual tools, sales team members could only recover 54% of "revenue at risk", leaving ~$40MM in unsaved revenue in 2023.

Research

To support this feature in addition to other DSP self-service workflows, I ran a research study to better understand their needs and pain points when it comes to campaign optimizations

Expectations and Pain Points

Needs and Hurdles

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User Persona

Solution

Given that this experience was meant to provide a holistic view of all accounts under a trader/advertiser’s book of business, it made sense to create a role-specific dashboard for the particular group of sales team members we were supporting. This was a pre-existing dashboard framework that 2-3 other roles had been actively referencing in the Account Team Console already.

P0 Milestone Wireframe

While this dashboard would carry pre-existing signals and metrics that sales team members could reference, there were three (3) core features that would need to be developed for this particular workflow: 1. Red List Ranking Mechanism, 2.Agency/Advertiser Account Mapping, and 3. Ingress to Alerts & Opportunities.

1. Red List Ranking

While the Red List mechanism already existed in the current campaign optimization workflow, it was a set of list of campaigns/advertisers with highest Revenue at Risk (RaR) that was manually uploaded each week into Asana, a project management tool, which then generated tasks for PSCs to investigate drivers of RaR/Underdelivery. This ranking would be represented as a binary column for each advertiser account, so sales team members can sort their advertisers by those who are on the Red List

Initial Exploration

The original requirement was a column with a binary (Y/N) status.

Final Designs

The Red List ranking would improve upon this existing mechanism by introducing prioritization to this list, and rank the various advertiser accounts by highest RaR. This would allow sales team members to filter their Book of Business to accounts that need the most immediate attention.

2. Agency/Advertiser Account Mapping

Another proposed feature was a view of all advertisers in My Book of Business (as assigned in Salesforce), which would allow sales team members to identify campaign issues/opportunities for the accounts their responsible for. Sales team members would be able to see Advertiser Name, SF name and Advertiser ID for each advertiser. We would also introduce a Level of Service column and filter so sales team members can prioritize BoB based on status. The parity between SF is crucial in this mapping, since sales team members need to log their engagements in SF regularly

Initial Explorations

The original lo-fi mocks had the SF account listed in the same cell as the advertiser name and ID. While collapsible rows would allow sales team members to minimize irrelevant accounts, this could limit their view of seeing all accounts in their BoB in context of one another. However, SF-level accounts would not have Red List ranking data since that’s at the account level

Final Designs

In the final version, the SF account is represented as its own row. This approach made more sense given the updated Red List ranking within the columnOriginal design had SF-level information greyed out to reduce cognitive load and focus on advertiser-level details.

3. Ingress to Alerts and Opportunities

Once sales team members have identified which advertisers they want to provide proactive support for, they need to ingress into the Recommendations page to suggest recommendations to those advertisers. Sales team members will use the Recommendations columns to see the Recommendations and Opportunities available to give guidance to the advertiser. They will utilize the hyperlinks in each Recommendation column to easily navigate to I&R to review/make the recommendations to the advertiser.

Initial Explorations

The initial recommendation column included the number of recommendations for each advertiser account. However, these recommendations were later separated into Alert and Opportunity columns to help sales team members action based on proactive or reactive campaign optimizations.

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Final Designs

The recommendation column was renamed to “Alerts” instead of recommendations to be more concise, given that the only recommendation types available for DSP at this time were alerts. There were also additional tech constraints when it came to pulling the exact number of live alerts on the Recommendations page, so the CTA was updated to a "View alerts" ingress. This CTA needed to be separate for each advertiser account since the Recommendations page is scoped to an individual advertiser.

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Results

We had roughly 30 participants over 2 rounds of testing. Participants wanted to have enough information to understand the different pricing between order types in a clear, concise and visible format.

Reflections

The P0 internal DSP BoB was launched between May and June 2024, allowing sales team members to manage accounts for which they have permissions for.

After the launch, I had worked with product partners to solicit Voice of Customer (VOC) through comment sessions with users and used this feedback to drive further iteration on our features and support our goal ramp. Early feedback from sales team members indicated that they like the ability to see their BoB holistically, but would advocate for a different account mapping:

“I would like to see all SF accounts grouped in an expander with the parent account, the metrics week to week, and a way to go directly to SF to log my engagements.”

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Another piece of early feedback has been the absence of recommendations available in the BoB view:

“All accounts are not showing any recommendations. Whenever linking out to view recommendations, DSP shows no recommendations even on higher under delivered campaigns.”

Sales team members also voiced confusion about the Red List ranking:

“Can we please better define "Red List Ranking"? When I filter for red list, i see 1-5 ranks, and I have no idea what that means.”

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Some proposed next steps were to take action on improvements to the account hierarchy view and Red List ranking based on the above feedback. We would also work to enhance account prioritization through a science-based approach by updating the existing “Red List” logic, which is currently based solely on Revenue at Risk

Other work

Shutterstock - Enterprise Music ADP Redesign

Internship

Shake Shack - Delivery Pricing

Full-time

Want to create something awesome? Drop me an email.

→laurenakaari@gmail.com