Launch announcement
Amazon Marketing Cloud now supports offline sales insights
May 7, 2024
What’s launched?
Advertisers can now subscribe to NCS CPG Insights Stream, a new paid feature (beta) in Amazon Marketing Cloud (AMC). NCS CPG Insights Stream provides modelled offline transaction signals for all US households.
Screenshot of AMC UI page with featured NCS CPG Insights Stream signals
Why is it important?
So far, advertisers have been able to use AMC to assess ad impact on audiences’ online engagement such as views and clicks. NCS CPG Insights Stream subscription allows AMC customers to measure the impact of their advertising on offline sales, understand cross-channel purchasing journeys and discern audiences with different purchasing patterns online and offline.
CPG and grocery advertisers can select the product category or categories of interest to them and easily subscribe to the NCS Insight Stream Paid Feature (beta) in the AMC UI with a few clicks. Once subscribed, pseudonymous, ready-to-query transaction signals will be automatically added to the advertiser’s dedicated AMC instance, requiring no input preparation or engineering efforts. Advertisers can combine these transaction signals with free tier advertising signals on AMC or customer-uploaded first-party signals in AMC to generate bespoke aggregate and anonymised insights.
Currently offered as a monthly subscription, the feature provides advertisers the flexibility to tailor their use cases based on their unique business needs. Here are just a few of the ways advertisers can utilise this new feature:
Advertising impact on offline sales:
Advertisers can measure offline sales attributed to ads, assess what media mix led to the most transactions and optimise their media tactics accordingly.
Sample insight visualisation:
Analyse the impact of online ads campaign (active from week 4– 6) on offline sales by connecting the offline sales to online ad exposure at the user/household level
Offline sales impact
Brand household penetration using offline sales:
Advertisers can understand their brands’ household penetration and leverage those insights to adjust media goals and budgets towards growth areas.
Sample insight visualisation:
Brand A has the highest household penetration. Most brands have lower than 30% house penetration. Use these insights to adjust media investments for select brands.
Brand household penetration (within Product Category)
Brand’s share of wallet (SOW):
Based on NCS product category level signals, brands can assess their share of purchases or purchase amounts within the subscribed product category, compare it to other brands and measure how online campaigns impact that share of wallet.
Sample insight visualisation:
Understand the impact of advertising on SOW over time. Brand A impressions correlate with offline sales SOW increases and increased share of wallet.
Share of wallet
Companion instructional queries (IQs), which provide query-building instructions, are also provided to support advertisers’ use of the feature.
Where is the feature available?
- North America: United States
Who can use it?
- Registered AMC customers who subscribe to NCS CPG Insights Stream, with prominent use cases for those in the CPG industry
Where do I access it?
- AMC web UI or through AMC API