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.

02 / Just below the surface

The customer journey

Different shoppers need different reasons to take the next step.

Top of funnel ↗Middle of funnel ↗Bottom of funnel ↗

01Top of funnel: reach relevant people who may not yet know your brand or recognise the need.
02Middle of funnel: help interested shoppers compare, understand and trust the offer.
03Bottom of funnel: reduce purchase friction for shoppers with stronger intent; intent and targeting are not the same thing.

Give each campaign a clear job, then judge it against that job and its commercial contribution.

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Source-backed guides with definitions, practical examples and leadership implications.

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The Caiman Journal.

Practical perspectives for a stronger marketplace business.

Latest thinking

Sculptural balance scale with violet and ivory weights

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

AI-generated conceptual illustration of two separated paths of ivory blocks representing different advertising roles.

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