Marshall 2024 eCommerce End of Year Re-Cap

January 28, 2025

As we look ahead to 2025, Marshall remains committed to investing in our people and our tech-enabled services that enhance efficiency and drive innovation. Examples of these tech-enabled services include Marshall Insights, our proprietary in-house software; Skai, our machine learning-powered advertising partner; and John Galt, our advanced forecasting software.

We remain steadfast in our commitment to being industry leaders in the agency space by delivering the best-in-class services our partners expect. Our focus on leveraging cutting-edge technology underscores this commitment, enabling smarter, data-driven decision-making that drives impactful results. A key focus of this effort is the integration of artificial intelligence, which we continue to explore as a transformative tool across our operations.

Key Value-Added Tools Implemented in 2024:

  1. Marshall Insights Technology Advancements:
    • Omnichannel POS Data Collection: New API Reporting for Amazon, Home Depot, Walmart, Lowe’s, Target, Meijer & Wayfair
    • Improved Share of Voice & Competitive Landscape Insights: Offering a detailed comparison of competitor strategies compared to your own brand
    • Enhanced KPI Metric Reporting: A brand needs to make hundreds of data driven decisions daily across 20+ KPIs. We’ve enhanced our Insights Tool to consolidate all these critical metrics into one centralized platform, streamlining the decision-making process
  2. John Galt Forecasting
    • This tool allows brands to forecast more accurately and replenish more productively by analyzing data from POS taking into account Seasonality, Promotions, Advertising and Average Selling Price (ASP) trends
  3. Skai
    • The Skai Omnichannel advertising platform is designed to help brands optimize their digital marketing efforts. It integrates advanced AI, machine learning and data analytics to provide actionable insights and streamline campaign management across various digital channels
  4. Creative Services
    • Our Creative Team has rolled out several new AI tools to deliver smarter, faster and more impactful asset creation at scale.

Marshall Amazon 2024 Totals:

Navigating sales on Amazon continued to present unique challenges in 2024 due to its highly competitive landscape and constantly evolving algorithms. With shifting consumer behavior, intense price competition, and the need for optimized visibility, brands had to continuously adapt to stay ahead.

Marshall manages around $650M in annual GMS on Amazon. Below are KPI scorecards providing a reference point for year-to-date sales, marketing, and operational trends. Data represents YTD metrics through December 15th.