New channels are popping up all the time, both online and offline, and that is continuing to increase audience fragmentation. Brands are left trying to understand how their multichannel touchpoints impact their marketing investments. But to understand how to reach relevant audiences across all these new channels requires the right analysis.
Not all insights are created equal. Having the right signals and technologies can help brands get better insights and reach their performance goals. Measurement technology like Omnichannel Metrics (OCM) that helps advertisers gain a holistic view of their campaign performance can also help brands create campaign plans, find efficiencies with midflight optimization, and drive performance. Amazon Ads is continually working to innovate within advertising solutions, with features including OCM and Marketing Mix Model.