As a category, PPM is broad because it unlocks new collaborative product strategies between departments and platforms.
For example, marketing teams can align promotion of products that are important for a commercial team.
Commercial teams can support their pricing or purchasing decisions with SKU level performance data obtained from marketing or product performance data.
One platform like Google can influence a strategy for certain SKUs on another platform like Meta. These possible product strategies are yet to be fully explored, and there will be a lot of product strategies appearing organically when companies embrace the PPM concept of working with their product data.
ROI Hunter's Role
ROI Hunter's role is to inspire its customers to focus on the overall profit of their online conversions.
The key to improving profitability for the retailers is to enhance collaboration between the marketing department and commercial teams (e.g. merchandisers, category managers, etc). Retailers can influence profitability only when these teams mutually support each other.
This is usually difficult because they both have different data sources and, marketing is reporting the performance of ads while merchandisers are reporting the performance of SKUs. But the PPM concept can change this, and the goal of our platform is to create an environment that would enable such collaboration in an actionable manner.
For example, if marketers are focused only on ROAS and promote discounted products then they might achieve their ROAS goals more easily than promoting full-price products, but it means that they will exacerbate Gross Margin, which is a KPI for commercial teams.
At the same time, if merchandisers do not share with marketers that certain products need to be prioritized, then the business might end up with deadstock. Therefore, it is very important that these two teams are respecting and sharing each other’s goals and scaling revenue activities are set up in symbiosis with profit-optimization activities.