Understanding Walmart's New-to-Brand (NTB) Metrics
Walmart’s introduction of New-to-Brand (NTB) metrics provides a deeper understanding of how your advertising efforts attract new customers to your brand. These insights are invaluable for brands aiming to expand their customer base and measure the effectiveness of their campaigns in driving first-time buyers. By incorporating NTB data into your strategy, you can optimize for brand growth, conversion, and customer retention.
Availability: Walmart (1P and 3P Sellers)
New NTB Metrics to Enhance Brand Growth
The newly introduced NTB metrics are designed to help you evaluate how effectively your campaigns are driving brand-new customers to make their first purchase from your brand. Here’s an overview of the NTB metrics now available on the Intentwise platform:
NTB Orders: The total number of orders placed by customers who have not purchased from your brand in the past 12 months. This metric helps you gauge the success of your ads in attracting new customers.
Percentage of NTB Orders: The proportion of your total orders that are new-to-brand, offering insight into the share of new customers within your overall sales.
NTB Units: The total number of units purchased in NTB orders, providing a view of product uptake among new customers.
Percentage of NTB Units: The percentage of your total units sold that were purchased by new-to-brand customers.
NTB Revenue: The total sales revenue generated from NTB orders, highlighting the financial impact of new customer acquisition.
Percentage of NTB Revenue: The portion of your total revenue that comes from NTB orders, helping you understand the contribution of new customers to your overall sales.
Optimizing Campaigns with NTB Metrics
NTB metrics provide actionable insights that can be used to refine your advertising strategy, whether your goal is to increase brand reach, enhance conversion, or improve customer retention.
Focusing on Brand Conversion and Reach: Use the Keyword Performance report to identify keywords with a high percentage of NTB orders. This allows you to allocate more budget toward keywords that are most effective in attracting new customers.
Enhancing Brand Retention: If retention is your focus, identify keywords with a high number of attributed orders but a low percentage of NTB orders. This helps you concentrate on keeping existing customers engaged while still driving new customer acquisition.
By leveraging these NTB metrics, you can fine-tune your campaigns to better target new customers while maintaining a strong connection with your existing audience. This dual focus ensures that your brand continues to grow both in terms of customer base and overall sales.
Steps for Accessing NTB Metrics in Intentwise
NTB metrics are now available across most dashboards on the Intentwise platform, with the exception of the Search Term dashboard. These metrics are seamlessly integrated into your existing reports, allowing you to easily track and analyze the impact of your campaigns on new customer acquisition. To access these metrics:
Navigate to Walmart: Access your Walmart account via the Intentwise platform.
Select a Dashboard: NTB metrics are available in various dashboards, such as the Campaign Performance dashboard.
Click on Columns: Locate and click the "Columns" button to customize the data displayed.
Add NTB Metrics: Ensure that the NTB metrics are selected from the list of available metrics.
View and Analyze: Once added, scroll to the right to view your NTB metrics alongside other performance data.
These metrics are also available at the item and keyword levels in on-demand reports, giving you granular insights into how specific products and keywords contribute to attracting new customers.
Benefits and Use Cases
Access Unified Dashboards: View NTB metrics alongside other performance data, providing a comprehensive overview of how your campaigns are performing in terms of both customer acquisition and retention.
Note: NTB metrics are available in all dashboards except search terms.
Analyze Impact: Use detailed charts and tables to assess the contribution of NTB metrics to your overall campaign success.
Leverage Insights for Optimized Performance: Use Intentwise to integrate NTB metrics with your broader marketing strategy, focusing on keywords and products that drive high NTB conversions. Adjust your ad spend and budget allocation to optimize for both brand growth and customer loyalty.
Walmart’s NTB metrics, now available through Intentwise, are a powerful tool for brands looking to expand their customer base and increase their market presence. By integrating these metrics into your advertising strategy, you can gain a clearer understanding of how your campaigns attract new customers and drive long-term growth.
For more information on how to utilize these NTB metrics, visit the Intentwise dashboard, reach out to your Account Manager, or connect with us via chat. Discover how these insights can elevate your marketing strategies and help you achieve your business goals.