TopCampaigns

Client interaction flow

Data and results

Data sources

TopCampaigns

Automated dynamic sales management system for marketplaces.

Client documents

Marketplace data

Seller API keys

Delivery of results

Web application with charts and analytics

Reports in an agreed format

API integration with BI systems

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Chatbots and virtual assistants: 24/7 customer support

Forecasting: sales analysis, customer behavior and market dynamics

AI customization for specific business needs

Natural language processing (NLP): automated text parsing and analysis, report generation, customer inquiry classification

II Technology is not about "set it and forget it".
It's about profit, scale and full control at every stage.

Business process automation: implementing intelligent systems that reduce operational costs and speed up routine tasks

I. Conversion phase metrics

(PCE) – Phase Conversion Elasticity

(CPSI) – Conversion Phase Saturation Index

(PDI) – Phase Desynchronization Index

II. Advertising pressure metrics

(RT-API) – Real-Time Advertising Pressure Intensity

(AEDR) – Ad Effectiveness Degradation Rate

(PA-ROMI) – SKU phase-adjusted advertising ROMI

III. Pricing and promotional metrics

(DPFI) – Dynamic Price Flexibility Index

(APC) – SKU Promotional Pressure Compatibility

(PCSI) – Price Change Conversion Stability Index

IV. Predictive metrics

(OPM-24) – 24-Hour Outcome Probability Matrix

(EDP) – Pre-event Degradation Probability

(AIF) – Management Action Effect Forecast

V. Goal-setting metrics

(GAE) – Goal Achievement Elasticity

(SDI) – Strategy Deviation Index

(ATS) – Marketplace Algorithm Trust Score for SKU

VI. System management metrics

(SCI) – SKU Controllability Index

(MRD) – Management Response Delay

Conversion phase metrics

I.

Phase Conversion Elasticity (PCE) — measures how each funnel phase responds to management actions.

Why it matters:

Example:

Ads ↑ → CR1 grows, CR2 doesn't → the problem is not traffic

Discount ↑ → CR2 doesn't grow → phase degradation

Core concept:

PCE shows how sensitive a phase's conversion is to changes in its key driver. It's classical elasticity — applied inside the marketplace funnel

Key innovation:

Conversion is treated as a living system, not a static coefficient

Identifies exactly where the funnel is broken in real time

Prevents pointless actions (e.g. increasing ad spend when the problem lies elsewhere)

What it measures:

How each phase (CR0, CR1, CR2) responds to management actions at any given moment

Conversion Phase Saturation Index (CPSI) — identifies when a phase has reached its effectiveness limit.

Why it matters:

Example:

CR1 saturated → further listing improvements produce no effect

CR2 saturated → promotions stop driving additional orders

Shows when additional effort becomes counterproductive

Identifies the moment of transition:

Growth → plateau

Plateau → decline

What it measures:

Whether a specific phase has hit its performance ceiling

Phase Desynchronization Index (PDI) — measures how unevenly funnel phases are developing.

Why it matters:

Example:

CR0 ↑↑, CR1 →, CR2 ↓ → ad spend is destroying unit economics

Early warning signal of degradation

Foundation for preventive management

What it measures:

The degree of imbalance across phases CR0–CR2

Advertising pressure metrics

II.

Real-Time Advertising Pressure Index (RT-API) — measures the intensity of advertising pressure at any given moment.

Why it matters:

Advertising is evaluated not by spend, but by timing and relevance

What it measures:

How well the advertising pressure matches the current SKU phase and demand state. The exact RT-API value is known only to the marketplace

Interpretation:

Insufficient pressure

Optimal delivery pressure

Destructive pressure

Takes into account:

Competitors

Bids

Search results saturation

Lifecycle phases

RT-API is an index that shows how "overheated" the ad market is at any given moment for a specific SKU / cluster / search query.

Advertising Efficiency Decay Rate (AEDR) — measures how quickly advertising loses its effectiveness.

Why it matters:

Example:

Today: +10% budget = +8% orders

Tomorrow: +10% budget = +2% orders

Signal to reduce bids

Protection against budget burnout

What it measures:

How fast advertising returns diminish over time

Formula as the derivative of efficiency:

AP – advertising pressure
Pos – search result position
ROMI – current advertising effectiveness
T – time
k – category sensitivity coefficient
α > 1 – accelerated degradation as pressure increases
β > 0 – "overbidding" effect / traffic cannibalization at top positions

Phase-Adjusted Advertising ROI (PA-ROMI) — advertising ROMI adjusted for the current SKU lifecycle phase.

PA-ROMI < 1 is not always bad. It only becomes a problem when it falls below the norm for that specific phase.

Why it matters:

Example:

High ROMI in the growth phase → scale up

The same ROMI in the decline phase → temporary effect

The same ROMI value means something different depending on the phase

What it measures:

The true effectiveness of advertising within the current lifecycle phase

III.

Pricing and promotional metrics

Dynamic Price Feasibility Index (DPFI) — measures whether a price change is viable right now.

Why it matters:

DPFI answers the question: "Is the current price actually viable RIGHT NOW — not just 'on average'?"

What it measures:

Whether it is currently safe to:

DPFI = f (Price index, Demand volume, Price stability, Competitive pressure, SKU algorithmic cycle…)

without damaging CR2 or SKU history

DPFI is the price viability index for a SKU at its current market phase

raise the price

lower the price

participate in a promotion

Taking into account:

SKU lifecycle phase

Competitive landscape

Current demand

Marketplace algorithmic sensitivity

Funnel response (CR0–CR2)

Action Pressure Compatibility (APC) — measures whether a SKU is ready for promotional pressure.

Why it matters:

A SKU is compatible with promotions only when all of the following are true simultaneously:

If any condition is not met → the promotion carries risk

Where: w1+w2+w3+w4=1
MB — Margin Buffer (margin buffer available for discounting)
DPFI — price viability as accepted by the market (proxied via PI or price position)
RT — RT-API comfort level (auction temperature)
ROMI — advertising effectiveness (proxy for the current phase)

ROMI > 1.2 (or the business benchmark)

DPFI is high and growing

RT-API ≤ average

SKU is in the growth or scaling phase

Price-Conversion Stability Index (PCSI) — measures how stable conversion remains when prices change.

Why it matters:

Prevents the risk of breaking CR2 through pricing maneuvers

What it measures:

The risk of damaging CR2 when making price adjustments

Where:

ε — a small number (e.g. 0.01) to avoid division by zero clip(..., 0, 1) — range limiter

Predictive metrics

IV.

Growth

Plateau

Decline

24h Outcome Probability Matrix (OPM-24) — outcome probability matrix.

Why it matters:

The foundation of preventive management

What it measures:

The probability of each scenario over 24 hours:

For each outcome O_j:

Where S_i — normalized signals
W_(ij) — signal weights for a specific outcome

SKU TODAY

8%

Growth

18%

Stable

34%

Efficiency Drop

27%

Overheat

10%

Price Break

3%

Burn

24h Outcome Risk-Map (outcome probabilities)

S_(ROMI) — 1 if ROMI has been declining for more than 2 consecutive days
S_(RT) — normalized growth
RT-API PCSI — price stability
DPFI — price viability
S_(opm_neg) — total probability of negative OPM-24 outcomes

CR2

GMV

margin — before any drop appears in reports

Early Degradation Probability (EDP) — probability assessment of degradation before it becomes visible in reports.

Why it matters:

EDP is an early warning metric. It measures the probability that a SKU has already entered a degradation phase — even when ROMI, revenue and sales still look "normal"

What it measures:

Risk of decline in:

+ CHECKLIST

Pre-planned actions for each scenario

Action Impact Forecast (AIF) — forecast of the effect of a specific management action.

Why it matters:

AIF shifts the mindset from:

+10% bid

entering a promotion

changing the price

"How do I grow faster?"
"What action will cause the least harm tomorrow?"

AIF answers the question: "If I take a specific action RIGHT NOW — what is most likely to happen next?"

What it measures:

The probable outcome of a specific action:

AIF is an assessment of the likely change in SKU state following a SPECIFIC management action within a 24–72 hour window.

The best action is not the one that drives growth — it's the one that reduces the probability of negative outcomes.

V.

Goal-setting metrics

GMV

Margin

GMV + Margin

Goal Attainment Elasticity (GAE) — measures the elasticity of goal achievement.

Why it matters:

Goal Attainment Elasticity (GAE) is the sensitivity of goal achievement probability to management actions.

A goal is not an action — it is a state.

Elasticity is always calculated relative to a specific goal.

Typical goals:

ROMI ≥ 1.5
EDP < 0.25
Growth ≥ 25%
RT-API ≤ 100%
Stability (OPM-24: Stable + Growth ≥ 60%)
SKU exit from degradation

What it measures:

How much current actions move the SKU closer to the goal:

We select a set of reasonable actions (not extreme ones)

For each reasonable action a:

Where:

max (Pₐ) — the highest goal probability among all available actions
C — "cost of action" (effort, risk, resources)

GMV growth with PA-ROMI ≥ 1

Stabilization with EDP < 0.3

ATS accumulation

Inventory offloading without damaging SCI

Reaching scaling phase within 2–3 weeks

Strategy Drift Index (SDI) — strategy deviation index / strategic drift index.

Why it matters:

SDI is always calculated relative to a specific goal. It identifies and measures the gap between the declared (or chosen) strategy and the actual management actions taken and their effects.

What it measures:

When tactical actions begin to contradict the stated goal

A strategy is a target state, not a list of actions.

SDI is always calculated relative to a specific goal.

Examples of strategic goals:

EDP

Risk axis

OPM-24 (negative mass)

PA-AROM

Economic axis

ROMI

AEDR

ATS

Algorithmic axis

RT-API

SCI

Controllability

MRD (as a penalty)

Algorithmic Trust Score (ATS) — the marketplace algorithm's trust level toward a SKU.

Why it matters:

ATS ≥ 0.75 — the algorithm "trusts" the SKU: ads, prices and promotions can be scaled carefully

0.55–0.74 — moderate trust: growth is possible, but only with RT-API and PCSI under control

0.35–0.54 — low trust: any pressure is risky, focus on stability

<0.35 — "test mode": the algorithm cuts organic reach, ad costs increase

Sales history

CR2 stability

Returns

Traffic response

A synthetic metric based on:

GMV

Purchase rate

Returns

User satisfaction

Repeat purchases

The marketplace optimizes not your profit, but:

This is one of the most underrated yet critical hidden factors in marketplaces. It is essentially the reason why two SKUs with identical pricing and ad spend produce radically different results.

VI.

System management metrics

SCI answers the question:

This is not about efficiency — it's about controllability.

"How responsive is the SKU to available levers (ads, price, promotions, traffic) without destabilizing the system?"

ROMI looks good

ATS seems fine

The SKU was UNCONTROLLABLE — even when the numbers looked fine

SCI is needed to answer:

whether it is safe to act on the SKU

or whether any action will make things worse

Price can be adjusted

Ads are paying off

start "turning the dials"

SKU degrades

SKU Control Index (SCI) — measures how controllable a SKU is.

Why it matters:

What it measures:

Common SKU management mistake:

Predictable

Stable

Responsive to management actions

How well a SKU is:

What it measures:

A key metric of management maturity

The time between the appearance of an EARLY problem signal and the actual management action taken

Not the time between "ROMI dropping" and action — but between the early signal and action.

Management Reaction Delay (MRD) — measures the delay between an early warning signal and the management response.

Why it matters:

What it measures:

EDP crosses 0.45 (yellow-orange threshold)

SCI drops below 0.55

ATS begins a sustained decline

OPM-24: negative outcomes > 50%

AEDR > 3–4% per day

MRD starts BEFORE the fact — not after

Typical MRD trigger events:

A change in the environment

The correct responsive action

The time elapsed between:

MRD is:

Important:

MRD is measured in days (sometimes hours)

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