Building a digital analytics strategy begins with looking at your metrics. Defining your KPIs is the next step in ensuring your analytics are properly communicating the metrics you want to adjust or improve. You can hone your digital analytics by addressing the high and low points in your metrics, leveraging overperforming areas and reducing underperforming ones, for example. Another way of improving your digital analytics strategy is to integrate personalized offers, a major commerce trend in 2022. According to eMarketer and Data Axle, the majority of US internet users want personalized offers based off past purchases.2
There are many different techniques of information consolidation in digital analytics in advertising, depending on the location, quantity, or reach of your campaigns. Amazon Ads offers several tools and solutions for brand measurement that can help you gauge the effectiveness of your advertising. For example, Brand Metrics from Amazon Ads includes a feature, “Return on Engagement,” that shows the average sales over a 12-month period after customers engage with a brand, to better understand longer-term shopping impact. Other product options include Amazon Marketing Cloud, which allows you to explore campaign measurement and audience analysis, and Sizmek Ad Suite, which can give valuable insights with metrics for campaign optimization and media planning. Also, Amazon Attribution is a free way to measure how non-Amazon marketing strategies—across organic and paid search, social, display, video, and email—impact shopping activities and sales performance on Amazon. It covers a range of insights across organic and paid search, social, display, video, and email.