Guide
Unlock the power of full-funnel advertising with just one video
Launch announcement
November 15, 2022
We are simplifying our Marketing Mix Models (MMM) feed by automating and including brand, product, and campaign selection within the advertising console. After selecting an advertiser, users will leverage a dropdown menu to select a brand. Once a brand is selected, product and campaign files will be generated for user validation.
A MMM is an return on investment (ROI) analysis commissioned by marketers as a source of truth to determine sales impact from each marketing channel and publisher. The outcome of an MMM influences marketing budget allocations. The MMM application allows Amazon Ads’ MMM information to be requested and received in a ready-to-analyze format. The new request process allows users to validate the information prior to report delivery, reducing validation effort by up to 60% (Amazon Internal Data, US, 2022).