Technology
A decision system, not a dashboard.
Brand Intel Console (BIC) is Make The Brands' proprietary commerce intelligence and operating system.
MTB operators use BIC to identify what matters, make or govern decisions, execute, and measure what happened.
- Data
- Truth
- Economics
- Opportunity or risk
- Decision
- Approval
- Action
- Outcome
- Learning
- Better next decision
BIC connects marketplace performance with actual costs, advertising, search demand, inventory, pricing, competition, cash constraints and operating history.
One decision, followed through the system.
One recommendation in an illustrative account, from the evidence under it to the record of what it did.
Core SKU A, insulated bottleAdvertising Amazon
Fund a query cluster that is gaining demand
- Amazon signal
- Search Query Performance shows purchase share rising on a query cluster where the ads hold no position.
- Analysis
- Contribution stays positive at the target bid, and inventory cover supports the added demand.
- Expected impact Modeled
- +$3.0K a month
- Confidence
- 82%
- Query state
- Opportunity
Recommendation
Move budget into the cluster, capped at the contribution floor.
Approval route
- Authorized by policy
- MTB operator review
- Client approval
- Finance approval
Economic truth
Measured is not modeled. Modeled is not assumed.
Every number in BIC carries how it is known. A measured value was observed. A derived value is arithmetic on measured values. A modeled value is an estimate, shown with its confidence.
Twelve Amazon report types and 2,556 fields. Reconciled into one account view, so the same thing is counted once.
Core SKU A, insulated bottleOne unit sold
- Selling price
- $39.99
- Measured
- Amazon fees
- −$11.10
- Measured
- Advertising
- −$6.40
- Measured
- COGS, freight and returns
- −$12.70
- Measured
- Contribution24.5% contribution margin
- =$9.79
- Derived
- Expected impact of this decisionConfidence 82%
- +$3.0K a month
- Modeled
Contribution per unit, before overhead. It is not net profit.
Query intelligence
Campaigns are containers. Queries are demand.
BIC connects the Search Query Performance query, the customer advertising search term and the targeted keyword or target, and keeps them apart. They are related, and they are not the same thing.
Each query sits in one of five states, and the decision follows the state.
Three records, kept apart
- Search Query Performance queryWhat shoppers searched and bought, across the market.
- related to, not the same asCustomer advertising search termThe search that triggered your ad.
- matched byTargeted keyword or targetWhat the campaign bids on.
- held inCampaignThe container that holds the targets.
The five states
Opportunity
Demand exists and nobody has claimed it.
This decision
- water bottle with straw
- gym water bottle
- leak proof bottle
Competing
You are one of several and the decision is whether the query is worth the fight.
- stainless steel bottle
- travel coffee mug
Winning
You lead and should press.
- 32 oz water bottle
- bottle replacement lid
Dominating
You own the query and should defend it at the lowest cost.
- insulated water bottle
Bleeding
The query costs more than it returns and has for weeks.
- cheap water bottle
- kids water bottle
Governed action
Automate the repeatable. Escalate the consequential.
Routine actions are executed by an MTB operator under the standing policy, inside defined policies, permissions and guardrails, such as bids and budgets within agreed limits. Consequential actions wait for MTB operator review, client approval or finance approval.
Human governance stays part of the operating model. Nothing consequential runs on automation alone.
Authorized by policy
Routine actions are executed by an MTB operator under the standing policy, inside defined policies, permissions and guardrails.
This decisionAdvertisingFund a query cluster that is gaining demand
MTB operator review
Actions that need judgment go to an MTB operator before they run.
PricingHold price against a competitor undercut
Client approval
Actions that change your commercial position wait for you.
PromotionsReshape a deal that would sell at a loss
Finance approval
Actions that commit cash wait for finance.
InventoryReorder before the stockout lands
BIC records every action and its outcome, whoever approved it.
Decision ledger
What we decided. What actually happened.
Not every decision works. The ledger keeps the ones that did not, because that is where the next decision gets better.
What happened is written back against what was expected. The next call starts from the record.
Fund the cluster inside the contribution floor
Purchase share rising on an unclaimed query cluster
This decision
- Route
- Authorized by policy
- Expected impact Modeled
- +$3.0K a month
- Observed outcome Measured
- +$3.4K a month
- Window
- 30 days
- Status
- SUCCESS
Cut the deal depth
Deal planned below the contribution floor
- Route
- Client approval
- Expected impact Modeled
- +$2.0K a month
- Observed outcome Measured
- +$700 a month
- Window
- 30 days
- Status
- UNDERPERFORMED
Run the new main image
New main image ready for the core SKU
- Route
- MTB operator review
- Expected impact Modeled
- Higher conversion
- Observed outcome Measured
- Conversion fell. The previous image was restored.
- Window
- 14 days
- Status
- REVERSED
Raise bids for one window
Competing query with thin economics
- Route
- Authorized by policy
- Expected impact Modeled
- +$1.1K a month
- Observed outcome Measured
- Within normal variance. The window was extended.
- Window
- 14 days
- Status
- INCONCLUSIVE
Negate the terms
Search terms spending with no orders
- Route
- Authorized by policy
- Expected impact Modeled
- +$1.5K a month
- Observed outcome Measured
- +$1.7K a month
- Window
- 14 days
- Status
- SUCCESS
Automation is leverage. Management is the product.
BIC is not sold as software. It is how MTB operators run your Amazon business, and the record they answer to.
A few minutes
With the MTB Score
AI visibility review included
See where your brand appears, how your products are described, and which competitors show up in sampled AI answers.
Reviewed by an MTB operator.