Propagation Management Dashboard
Move prospective customers
to the shelf.
Start at the shelf, widen to guiding shoppers there and to prospect formation, then close the loop with diffusion—Propagation Management Dashboard is a 5 co. service that organizes that cycle for brand owners. We first check digital and physical availability on each shelf, then arrange monthly ad and touchpoint results along shelf → guide-to-shelf → prospect formation (the service still covers the full range from prospect formation to shelf). A member of our team walks through the materials and proposes initiative priorities. You decide the allocation.
To apply, you need to connect your Vendor Central or Seller Central account.
Connections: Seller Central / Vendor Central (SP-API) and Amazon Ads (Amazon Ads API). See the table below.
Request a consultation
We start at the shelf.
First we ask whether the product is easy to find and buy—search and detail-page findability, stock, assortment, and other digital/physical availability. Measurement starts at the shelf. From there we read outward to guiding shoppers from offsite and to prospect formation, and we include diffusion—shelf experience feeding the next round of prospect formation—as one loop.
You may start the story anywhere in the loop; measurement starts at the shelf.
- Prospect formation Grow and verify people with purchase intention
- Guide to shelf Bring prospective customers from offsite to the shelf
- Shelf Measurement starts here Digital / physical availability
- Diffusion Shelf experience and touchpoints widen into the next prospect formation
Connections form a flywheel. You may start the story anywhere in the loop; measurement starts at the shelf. Shelf experience feeds the next prospect formation through diffusion.
Source: Conceptual framing by 5 co.; mental/physical availability follows Ehrenberg-Bass / Sharp public explanations.
- Not a narrowing funnel. Four elements in a loop; measurement starts at the shelf.
- The figure does not promise lift or sales growth.
People who already recall the brand don’t need guiding. We work with those who don’t yet recall it.
People who already recall the brand often search their own way to the shelf. They don’t need another push. Guiding is for prospective customers who do not yet recall the brand—bringing them from offsite contexts to the shelf. That mid-layer work is what 5 co. takes on.
Critiques of the linear funnel, loop/flywheel shapes, and “the shelf decides the sale” are already widely stated. Our distinct claims are only two: (1) measure in reverse from the shelf; (2) split guiding by whether the brand is already recalled, and define prospect formation so that split can be operated.
Not only “did it reach them?”
Reach and on-target rate ask whether you hit the intended audience. They don’t tell you whether people with purchase intention arrived at the shelf. After the section above, we check whether that guiding reached the shelf—whether prospective customers were moved to the shelf—along shelf · guide-to-shelf · prospect formation.
Considex counts.
This service moves the loop.
| Considex | Propagation Management Dashboard | |
|---|---|---|
| Role | Estimate prospective-customer counts (mainly prospect formation) | Organize and move shelf · guide-to-shelf · prospect formation · diffusion, starting at the shelf |
| Patents | Survey service based on the patents | Explains only gazette ¶¶0039 and 0045 (views of content carrying the advertised object; example questions on purchase and purchase media) |
| Apply | Separate inquiry | Form on this page (Vendor/Seller Central required) |
See Considex.
What the gazette states—no more.
We discuss patents only within the gazettes of Japanese Patent Nos. 7344770 and its divisional 7397520 (assignee: 5 co. (Kabushiki Kaisha Go); inventor: Takeshi Wakamatsu). Details: Patents.
| Gazette paragraph | What it states |
|---|---|
| ¶0039 | Views of content in which the advertised object appears. |
| ¶0045 | Example questions on purchase, purchase media, etc. |
No improvements outside the gazette.
An integrated view, monthly materials, and a walkthrough with proposed priorities.
Propagation Management Dashboard is an integrated view for viewing shelf, guiding-to-shelf, and prospect formation in one place (read-only; we don’t change ad settings). Each month we deliver materials along that arrangement; a member of our team walks you through them and proposes initiative priorities. Brand owners decide.
Connectable media and
EC connections,
listed below.
The table lists advertising media and EC connections we can use for results. Where we read each ad is decided with the brand owner in the intro call. See Requirements below for application conditions.
Scroll the table sideways to see all columns.
| Type | Name | How we connect |
|---|---|---|
| EC | Seller Central (you sell on Amazon) | Selling Partner API (SP-API) |
| EC | Vendor Central (you sell to Amazon) | Selling Partner API (SP-API) |
| Ad media | Sponsored Products | Amazon Ads API (grant from the Amazon Ads account) |
| Ad media | Sponsored Brands (including video) | Amazon Ads API (grant from the Amazon Ads account) |
| Ad media | Sponsored Display | Amazon Ads API (grant from the Amazon Ads account) |
| Ad media | Amazon DSP | Amazon Ads API (grant from the Amazon Ads account) |
Note: Where we read each ad (shelf / guide-to-shelf / prospect formation) is set in the intro call. Please consult us about media not listed in the table.
To apply, connect your
Vendor Central or Seller Central account.
This is so that your monthly materials can show your ad results next to your brand's overall movement.
- Who can apply: companies and sole proprietors using the service for their business, with their own Vendor Central account (if you sell to Amazon) or Seller Central account (if you sell on Amazon)
- After the contract, a member of your team with the necessary account permissions grants our service access on Amazon's own screen. You never need to give us your password or login details.
- To receive your Amazon Ads results, we will also ask you to grant access in the same way from your Amazon Ads account.
- We will explain how to connect when we sign the contract.
- We receive information about your business (ad results, sales totals, etc.). We do not receive the names, addresses or other personal information of Amazon shoppers.
- We use what we receive only to prepare your monthly materials. We do not use it for other clients' materials, for statistics, or for our other services.
- You can cancel the connection at any time.
- Media not listed in the connection table are discussed case by case in the intro call.
Six steps from application
to your first delivery.
- 01
Request a consultation
Use the form on this page.
- 02
Intro call
(30–60 minutes)We ask about the target brands and product lines, and the ads you use.
- 03
Contract
You review the requirements and we sign a contract.
- 04
Connect Vendor Central or Seller Central
A member of your team with the necessary account permissions grants our service access on Amazon's own screen. To receive your Amazon Ads results, we will also ask you to grant access in the same way from your Amazon Ads account. We will explain how to connect when we sign the contract.
- 05
Agree on the mapping
How each ad maps to a product line and where we read it (shelf / guide-to-shelf / prospect formation)—decided with you (brand owner). Diffusion is seen as part of the loop, not as an ad placement.
- 06
First delivery
We deliver your first materials, covering the past 13 months.
FAQ
Q. What do we need
in order to apply?
A Vendor Central or Seller Central connection is required. See “Requirements” above for how access is granted.
Q. Do we need to give you
our password?
No. A member of your team grants our service access on Amazon's own screen. Please do not enter login details in this form either.
Q. Can we cancel the connection?
Yes, at any time. After you cancel, we stop receiving new information.
Q. Will our ad settings change?
No. We read and aggregate your ad results; we don't touch your ad settings.
Q. Will the budget allocation change automatically?
No. Our team proposes changes based on the monthly materials, and you decide.
Q. Are "purchases"
counted in units?
They are counted as orders, not units.
Q. Which media and EC can we connect?
See the table: Seller Central / Vendor Central connect via SP-API; the four Amazon Ads products connect via Amazon Ads API. Anything else is discussed in the intro call.
Request
a consultation here.
This form is an application for a consultation.
The contract and the account connection come after the intro call.
- Figures for the most recent month may be updated later.
- Amazon, Amazon.co.jp, Amazon Ads, Amazon DSP, Seller Central, Vendor Central and their logos are trademarks of Amazon.com, Inc. or its affiliates.
- Rakuten and Rakuten Ichiba are trademarks or registered trademarks of Rakuten Group, Inc.
- This service is provided by 5 co., a company independent of Amazon and Rakuten Group, and is not provided, approved or endorsed by Amazon or Rakuten Group.