Four tips to help you get the most out of Amazon Marketing Cloud
9 December 2021 | By Matt Miller, Sr. Copywriter
Many advertisers are looking for more transparency and flexibility in understanding how their marketing performs across search, display, video and audio. That is why Amazon Ads offers Amazon Marketing Cloud (AMC), the primary analytics engine within our AdTech suite, that helps advertisers achieve a greater level of sophistication in the planning, measurement and optimisation of their media investments.
“AMC is a powerful tool that can support various analytical aspirations and up your measurement game. We’re excited about the value it can bring to brands and agencies,” said Amazon Ads Senior Technical Product Manager Crystal Astrachan at unBoxed in October. “AMC is designed to support custom analytics, and it means brands and agencies can be inventive and adventurous.”
During unBoxed, Astrachan provided a deep dive into AMC and offered a few best practices for brands that can help them get the most out of the product.
Learning is key
As Astrachan explained, Amazon Ads encourages all stakeholders to become familiar with AMC’s use cases and signals. One good place to start is by reading the instructional queries in the AMC user interface.
“Becoming familiar with AMC is not just for hands-on users,” Astrachan said. “We recommend all stakeholders, including media planners, brand strategists and other business leaders become familiar with AMC’s signals and use cases. This practice helps all stakeholders to develop relevant questions and gives data analyst teams the right direction.”
– Crystal Astrachan, Sr. Technical Product Manager, Amazon AdsWe recommend all stakeholders, including media planners, brand strategists, and other business leaders become familiar with AMC’s signals and use cases.
Try working backward
Astrachan suggested that advertisers using AMC should try working backward from their goals.
“This means you should start by formulating the business questions you would like to answer, then anticipate how you will use these insights,” Astrachan said.
– Crystal Astrachan, Sr. Technical Product Manager, Amazon AdsStarting with the end in mind allows you to work backwards from the goal and use AMC with a clear purpose.
Keep collaboration in mind
To get the most out of AMC, Astrachan said that it is important for stakeholders to make sure there is collaboration across marketing and analytics teams. Marketing teams, Astrachan explained, can ask for measurement needs and leverage those insights from AMC to help develop campaign strategies, while analytics teams that are hands-on AMC users can build queries and distil findings from reports generated with AMC.
– Crystal Astrachan, Sr. Technical Product Manager, Amazon AdsIt is important for different teams to communicate and collaborate to streamline the end-to-end insight planning, discovery and application.
Be ready to pivot as needed
As Astrachan explained, insight development is an iterative process and it’s important for brands to try and keep an open mind and stay agile.
As advertisers work with AMC and develop their strategies, Astrachan encouraged brands to stay curious and keep experimenting to reach their goals. “Come with a few questions. Be open to iterating based on what you learn. And have fun exploring and learning,” Astrachan said.
Learn more about Amazon Marketing Cloud or contact your Amazon Ads account executive to get started.