In our previous post, we talked through some of the challenges facing Brands when they look to measure Digital Share of Voice (DSoV) on a Retailers Homepage. At Digetail Analytics, we have applied a methodology that mixes Artificial Intelligence, Product Information, Product Identifiers, Manufacturer Content and Retailer Website Content to deliver “the best possible result” when we look to identify Brand Advertising and Brand Share on Retailer eCommerce sites. Our methodology works across any online category from Toys & Games to Consumer Electronics to Grocery.
Let’s showcase our Brand Labelling capabilities within the “Toys and Games” category. In this case, let’s focus on one of our favourite Toy Retailers in Europe Smythstoys.com
You could argue that there are 7 brands based on 7 products showcased in the above Banner Ad, however you will also notice “licensed products” like “Paw Patrol” which is owned by Nickelodeon (Brand Owner) and Ravensburger (Licensee). Hasbro recently purchased the Peppa Pig Brand so this is now a “Hasbro” License. Notice the “Chess” game which is actually a Smyths Toys exclusive product so in this case we would class “Smyths” as the Brand.
How did Digetail Analytics identify that this product is actually a Smyths Toys product? Well, we used our eCommerce AI matching methodology to associate the product image to live product pages and then used “product identifiers” in this case the EAN number to “auto match to a number of websites”.
In this example, our Brand labelling identified only Smyths Toys UK & Smyths Toys Germany selling this wooden chess and draughts game with a handful of affiliate sites showcasing the product and linking to Smyths Toys in Germany.
We will follow up this post with a deeper dive on identifying and Brand matching “Licensed products” correctly by matching the actual “Manufacturer”(Licensee) and “Brand Owner (Licensor) using our SKU matching methodology.