Caiman Resources

Marketplace Iceberg.

Explore the marketplace iceberg, from the visible basics to the economics underneath. Contribution margin runs through every layer.

Select a section of the iceberg or use the topic buttons.

03 / Deeper into demand

Acquisition playbooks

Separate how you reach shoppers from whether they are genuinely new to the brand.

Cold non-branded ↗Branded & retargeting ↗New-to-brand (NTB) ↗

01Cold non-branded targeting can discover demand beyond your brand name, but does not guarantee that every shopper is new.
02Branded searches and retargeting often involve warmer audiences; attributed purchases are not automatically incremental.
03NTB is a platform-defined measure, not a funnel stage. Check its lookback window and availability before comparing campaigns.

Test acquisition within a bounded budget and review contribution alongside new-customer signals.

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Practical perspectives for a stronger marketplace business.

Latest thinking

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Advertising / Retail Media

Amazon UK Upfront 2026: New Location Targeting and Barb CFlight Integration

Amazon Ads has unveiled location-based targeting tools and Prime Video integration with Barb CFlight. We break down the implications for your UK ad strategy.

11 Oct 20263 min read

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Advertising / Amazon PPC

Negating your brand: an aggressive acquisition strategy needs more than exclusions

Brand negatives can clarify prospecting spend, but they do not guarantee new customers or eliminate cannibalisation. Build the strategy around additional contribution.

10 Oct 20264 min read

AI-generated editorial illustration of ceramic spheres separated into three coloured cohorts by glass partitions.

Advertising / Retail Media

Amazon DSP cohorts: isolate the sales story before scaling new-to-brand investment

A disciplined approach to cohort definitions, purchaser exclusions, NTB reporting and Amazon Marketing Cloud analysis, without mistaking segmentation for causality.

10 Oct 20264 min read

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Advertising / Measurement & Profitability

Your ACoS is not your profit margin.

A single advertising metric cannot tell you whether growth is worthwhile. Here is how to put ACoS back into its proper commercial context.

9 Oct 20264 min read