By Emmeline Toyama, Manager, Product Marketing and Alan Lewis, Principal Product Manager
Advertisers are looking for more transparency and flexibility in understanding how their marketing performs across media channels such as search, display, video and audio. To help them address this challenge, Amazon Advertising is introducing Amazon Marketing Cloud (AMC)—a new, holistic measurement and analytics solution currently in beta for eligible advertisers. AMC is built on Amazon Web Services (AWS), which for 14 years has been the world’s most comprehensive and broadly adopted cloud platform.
Amazon Marketing Cloud is a secure, privacy-safe, and dedicated cloud-based environment in which advertisers can easily perform analytics across multiple, pseudonymized data sets to generate aggregated reports. Inputs can include an advertiser’s own data sets, as well as their Amazon Advertising campaign events, such as impressions, clicks, and conversions. AMC reports can help with campaign measurement, audience refinement, supply optimization, and more, enabling advertisers to make more informed decisions about their cross-channel marketing investments.
We’re excited to be part of the Amazon Marketing Cloud beta. We believe this solution can help us achieve greater cross-channel clarity into what’s working with our on- and off-Amazon media channels across the customer journey.
– Shawn Hushman, Global Head of Digital and Marketing Return Analytics, HP
Each Amazon Marketing Cloud instance is provisioned to a dedicated AWS account. AMC only accepts pseudonymized information, all information in an advertiser’s AMC instance is handled in strict accordance with Amazon’s privacy notice, and data sets cannot be exported. Advertisers can only access aggregated, anonymous outputs from Amazon Marketing Cloud.
How advertisers are using Amazon Marketing Cloud today
Beta advertisers are generating insights with Amazon Marketing Cloud to better understand their optimal campaign reach and frequency, which combination of marketing channels is delivering results, and the total impact of their media campaigns across the marketing funnel. For example, advertisers often ask us how OTT (over-the-top) video and display advertising work together to improve customer engagement across the purchase funnel in Amazon’s store. With Amazon Marketing Cloud, they can run this analysis and get reporting on metrics such as the median purchase and detail page view rates for audiences that were shown both types of ads, versus those who only saw display ads. Other examples include:
Reaching incremental audiences
To more effectively connect with existing and new audiences, a consumer brand utilized Amazon Marketing Cloud to understand how many total consumers saw their ad at different phases of the marketing funnel—from awareness and consideration through conversion. Based on this, the brand learned their awareness and consideration tactics brought a new audience of potential customers to their digital aisle, increasing their remarketing reach by 30%.
Developing custom attribution models
Advertisers are also using Amazon Marketing Cloud to create attribution models that help clarify which parts of their advertising investments are most impactful relative to their goals. A financial services company built an AMC model that reports on how each element of their Amazon Advertising investment contributes to conversion events on the brand’s own website. Similarly, a consumer electronics company is pulling insights from their Amazon DSP and sponsored ads performance to better understand how their investments across display, over-the-top (OTT) video, and sponsored ads campaigns are contributing to achieving their business objectives.
Exploring new measurement opportunities
Today, Amazon advertisers can use Amazon Attribution to measure the on-Amazon impact of their non-Amazon media. They can also measure brand preference, awareness, and brand lift of their Amazon Advertising campaigns through leading industry measurement partners. Amazon Marketing Cloud brings advertisers additional flexibility to understand the sequence of marketing touchpoints that deliver impact and build a comprehensive view of how to most effectively engage their audience.
Amazon Marketing Cloud is currently available in beta for eligible agencies, advertisers, and tool providers in North America, Europe, Japan, and Australia. To learn more about how Amazon Marketing Cloud can work for your business needs, contact your Amazon Advertising account partner today.