Mike Karlsven, as a co-founder of Analytic Index, is using his expertise in technology and leadership to revolutionize the ecommerce analytics industry. With a nearly twenty-year background in delivering technical solutions and leading teams at major companies such as Walmart, One Click Retail, and subsequently Edge by Ascential, he has accumulated a wealth of experience and knowledge that he is now applying to his own company.
At Walmart, Mike was responsible for developing and implementing technical solutions that helped the company improve its supply chain operations. His experience at One Click Retail (OCR) involved leading a team of developers and data scientists in building an innovative e-commerce analytics platform that helped retailers optimize their online sales. Similarly, once OCR became Edge by Ascential, Mike was in charge of scaling a team and maintaining a software platform that provided market intelligence to ecommerce businesses.
With this rich background, Mike is now leading Analytic Index in creating new and innovative technology solutions that provide customers with crucial data. His focus on customer-centric tech solutions aims to help e-commerce businesses optimize their online sales, improve their supply chain operations, and enhance their overall performance. By leveraging his technology, data analytics, and leadership expertise, Mike is paving the way for Analytic Index to disrupt the ecommerce analytics industry and provide game-changing solutions for customers.
Five questions with Mike Karlsven
Skai recently announced a new partnership with retail shelf search and sales analytics company Analytic Index. Combining Skai’s advanced automation and optimization with Analytic Index’s Ecommerce Analytics bridges a known gap for agencies and brands looking to dominate retail media and retail search.
To learn more about what this new partnership means for advertisers, Skai’s Nich Weinheimer, Executive VP of Strategy, recently spoke with Mike in a series of video interviews. Below are the summarized responses and the video clips to hear him in his own words.
What is Analytic Index and what was it built to solve?
Analytic Index is a comprehensive solution for retail search, providing an analysis of the types of keywords that shoppers are typing into search results pages on retailers such as Amazon.com, Walmart.com, and Target.com.
It was built to provide visibility to brands and agencies trying to improve their presence in search on these retailer platforms and to demystify what’s happening within these marketplaces to drive a more strategic path for brands inside these retailers and marketplaces.
What differentiates Analytic Index from competitors?
Analytic Index is a tool that provides visibility into the complexities of the retail search space, including both organic search results and advertising inputs. Unlike some competitors that only track what clients tell them to track, Analytic Index takes a top-down approach by crawling all of Amazon, Walmart, and Target to provide a more complete view of the entire marketplace.
This unique approach allows the tool to provide a full history with no setup time and to differentiate itself from competitors. The tool charges by the retailer data set, so there are no inherent gaps in visibility. This approach enables Analytic Index to offer a unique view of all competitors and activity happening in sponsorship and organic search on these platforms for all of its customers.
What are the most valuable takeaways from the software, according to clients?
Clients find Analytic Index’s keyword research capabilities to be a standout feature. The tool’s best-in-class keyword research capabilities help prioritize keywords based on search volume and relevance to a unique retailer’s search algorithm. This helps clients understand what keywords are most important for their products and how they can best perform in search results.
Another valuable takeaway for clients is the tool’s visibility into both organic and paid search for both themselves and their competitors, which allows for a faster test-and-learn process. Additionally, clients appreciate the gamification of share of voice and share of search, as well as the ability to consolidate products on fewer keywords for a better metric. Analytic Index’s comprehensive view and understanding of unique search algorithms across different retailers also differentiate the tool from competitors.
How do clients use you on a daily basis?
Clients are using Analytic Index in various ways on a daily basis, such as optimizing their content and campaigns through keyword research and understanding if it has moved the needle. They also track their organic ranks and market share, which they receive on a daily basis through alerts and scheduled reporting.
The tool is designed to manage and operate tracking of performance for clients without having to lift a finger. Some clients log into the tool daily as power users, while others receive the insights right in their inbox on a daily, weekly, or monthly basis.
How can brands and agencies benefit from Analytic Index’s relationship with Skai?
The relationship between Analytic Index and Skai creates a more powerful tool for agencies and brands by allowing for a more complete picture of their campaigns with down-to-the-click and conversion data measured appropriately in both systems. This consolidation of tool sets ensures compatibility and a shared language, making it easier for agencies and brands to understand and trust the execution of their campaigns.
Additionally, using Analytic Index and Skai together enhances agency capabilities, making teams more efficient and effective in dealing with brands’ needs and helping them succeed in the marketplace. Direct users of Analytic Index can also benefit from a more intelligent conversation with their agency partners and executives, proving that their campaigns and work have an effect on the bottom line.
See Skai’s Retail Media solution firsthand
As part of Skai’s omnichannel marketing platform, our Retail Media solution empowers brands to plan, execute, and measure digital campaigns that meet consumers when and where they shop. Built with best-in-class automation and optimization capabilities, our unified platform allows you to manage campaigns on 30+ retailers, including Amazon, Walmart, Target, and Instacart, all in one place.
We invite you to schedule a brief demo to learn more about how we can help your team