How Mindgruve Turned Hidden Category Insights into 17% Revenue Growth and 48% More Glance Views

SportPet Designs is a vertically integrated pet product company whose portfolio includes pet travel carriers, airline-compliant kennels, toys, bedding, and other everyday pet essentials. As SportPet’s agency, Mindgruve, a modern media, commerce and data technology company, was responsible for driving growth across the brand’s Amazon advertising program. While the Airline Kennel segment appeared healthy on the surface with ROAS and TROAS rising, the team noticed a disconnect in the data: total sales for the segment were declining even as efficiency metrics improved.

To understand what was driving the trend, Mindgruve needed to look beyond standard advertising reports. Advertising, Share of Voice, digital shelf, and revenue data lived in separate systems, making it difficult to connect campaign performance to broader business outcomes. As a result, the underlying issue remained hidden. Campaigns had gradually shifted toward high-ROAS, low-volume keyword targets, improving efficiency while reducing traffic to the segment. What looked like a win was actually limiting growth.

Mindgruve knew that strong performance metrics don’t always tell the full story. Using Skai’s customizable reporting and analytics capabilities, the team created a unified view of advertising performance, Share of Voice, digital shelf analytics, and revenue data at the product level. This eliminated platform-switching and manual data assembly, making it possible to see how changes in visibility, competition, and investment were affecting business outcomes for individual product segments.

That visibility uncovered an emerging issue in the Airline Kennel category. While top-line performance appeared stable, visibility for high-intent airline and travel-related searches was declining. By analyzing Share of Voice alongside CPC and revenue trends, Mindgruve identified shifts in competitive dynamics that traditional campaign reporting would have missed and uncovered an opportunity to regain visibility before sales were affected further.

Armed with this insight, Mindgruve restructured campaigns around shopper intent, separating generic dog crate keywords from airline-specific searches and assigning dedicated budgets to each. The team then adjusted bids based on Share of Voice and CPC trends. This allowed them to shift spend toward video formats better suited to attracting new shoppers, helping SportPet strengthen visibility in a critical category and capture additional demand.

The result was a strategy informed not just by campaign metrics, but by a clearer understanding of how advertising decisions influenced category visibility and revenue growth.

• +48% Avg Glance Views
• +17% Avg Ordered Revenue
• +47% Paid Traffic
• +18% Share of Voice for “dog travel kennel”
• +16% Share of Voice for “dog crate”
• -7% CPC and +14% CTR
• 4x higher CTR from Sponsored Brands Video vs. Sponsored Brands banners
• Maintained No. 8 Best Seller Rank in dog hard-sided carriers

Mindgruve is a modern media, commerce, and data technology company comprised of strategists, creatives, media and commerce experts, data scientists, and engineers. With more than 500 experts worldwide, Mindgruve delivers media, commerce, and data technology services for global brands, with a shared purpose of accelerating business growth through data-driven marketing.

SportPet Designs is a vertically integrated pet product company with more than 20 years of experience delivering innovative products across travel, play, and everyday pet care categories. The company’s brand portfolio includes SportPet, Kitty City, Mammoth, and Harry Barker, with distribution through Amazon, Chewy, Walmart, and major brick-and-mortar retailers. SportPet combines owned manufacturing with a global supply chain to maintain quality and speed to market across a broad product range.