(2) Feed | LinkedIn
By Mike Black · August 11, 2025 · Curated by George's Blog
One of my favorite #ChatGPT hacks? Analyzing how sponsorship spend impacts category share leadership & growth.
What I am calling "Sponsorship Efficiency"
This is the future of evaluating the intersection between #digitalshelf performance and #retailmedia investment.
If I’m pouring budget into media and my share isn’t growing, it’s time for a hard look at the fundamentals — especially #price competitiveness in the category.
If my competitors are gaining share on increased media spend, I should revisit my sponsorship budgets.
It’s also a powerful lens for #JBPs: challenge retailers on how their algorithms reward spend. On paper, more media should mean more #ecommerce share… but the #data doesn’t always agree.
I’ve run this analysis for Countertop Ice Makers, Coffee Makers, and Refrigerators at #HomeDepot — the results might surprise you.
🏆 Category Insights: Refrigerators
⚫ LG leads in share growth with modest spend.
⚫ Frigidaire growing steadily with moderate spend.
⚫ Samsung growing fastest among high spenders.
⚫ GE and Whirlpool have big share but are losing ground.
🏆 Category Insights: Coffee Makers
⚫ Growth driven almost entirely organically – BUNN, Keurig, and Ninja all gaining without sponsorship spend.
⚫ Hamilton Beach & Cuisinart: High share but declining – room for a rebound with even modest paid campaigns.
🏆 Category Insights: Countertop Ice Makers
⚫ Frigidaire & Magic Chef: Strong growth without heavy ad spend – winning organically.
⚫ Cowsar: Balanced spend + explosive growth.
⚫ NewAir: Heavy spend but losing share – signals efficiency issues.
Here's the prompt I use -- data from Profitero+
"I will upload an Excel file for a specific Home Depot product category. The file will have the same structure as the “Details by Category” reports, with columns for Brand, Share of Sales Current, % Change in Share of Sales (PoP), Sponsorship Activity, and Search Visibility.
Please:
Filter to the top 10 brands by Share of Sales Current.
Create a scatter plot with:
X-axis = Current Share of Sales (%)
Y-axis = Change in Share of Sales Over Past 52 Wks (%)
Bubble size = Current Share of Sales (%)
Bubble color = Sponsorship Activity (with a colorbar labeled “Sponsorship Activity”).
Add brand labels to each point.
Create a summary table with Brand, Share of Sales (%), Change in Share of Sales (%), Sponsorship Activity, and Search Visibility.
Write a short insight section with 3–4 bullet points summarizing notable patterns — e.g., high-share/high-growth brands, high-spend/low-growth brands, and organic growth leaders.
Stay tuned for more analysis like this for Home Depot.