Unlocking the Potential of Amazon Marketing Cloud and How Amazon Marketing Cloud Transforms Data-Driven Advertising”
Currently, there is a significant amount of controversy about the Amazon Marketing Cloud. Amazon launched a cutting-edge analytics tool that is the most efficient means of assessing your success on the platform.
Have you ever longed for the ability to witness the complete sequence of events from beginning to end when you are engaged in shopping? Do you want to classify users based on their Life-Time Value, which is the total amount they have spent over time?
Now, with the help of Amazon Marketing Cloud, all of this is achievable. You are now able to handle the majority of the inquiries you get regarding your Amazon consumers. In essence, Amazon Marketing Cloud serves as the primary means for marketers to get into Amazon’s vast data infrastructure.
What is Amazon Marketing Cloud?
The data clean room provided by Amazon Marketing Cloud allows marketers to track and analyze consumer behavior across the full customer life cycle.
Amazon Marketing Cloud ultimately compiles reports for all connections, whether they are on or off Amazon.
Here is one method to address the issue: There are multiple modalities via which individuals engage with your business when making purchases on Amazon. They have the opportunity to scrutinize your Sponsored Brands advertisement, your DSP advertisement, or see your product page, among other alternatives. Furthermore, you have the choice to integrate data from alternative sources to ascertain the magnitude of your influence beyond Amazon.
There is no mechanism to ascertain whether the same consumer in the Amazon dashboard is executing all of these operations. The information is scattered throughout multiple documents. There is no certainty that the person who looked at your product information page also saw your DSP ad and, subsequently, your Sponsored Products ad, within a week.
AMC may help you resolve this issue by merging multiple advertising and sales information into a unified package. All consumer interactions with your business are easily accessible in AMC. This allows you to assess the efficiency of your campaigns and modify your adverts as needed.
Where is AMC available?
- North America:Mexico, United States, Canada
- South America: Brazil
- Europe:Germany, Spain, France, Sweden, Turkey, Italy, Netherlands, United Kingdom
- Middle East:Saudi Arabia, United Arab Emirates
- Asia Pacific:India, Japan, Australia
What does “data clean room” mean?
The term “data clean room” will continue to appear as you further explore Amazon Marketing Cloud. A data clean room is established to prevent the tracing of consumers’ personal information. When you employ AMC, you will not be able to view any personally identifiable information (PII) about the users you are currently viewing. Instead, the system employs a collection of anonymous “user_id” identifiers to monitor each consumer. Our foremost concern is safeguarding the privacy of consumers.
Its operation is as follows: Each potential customer is assigned a unique user ID upon observing or clicking on an Amazon advertisement. By integrating these user IDs, it is possible to monitor a customer’s journey within AMC. Nevertheless, it is impossible to determine the identity of the individual who is purchasing the products.
Amazon Marketing Cloud typically safeguards the privacy of consumers by aggregating data from all ad views and clicks.
What can I do with Amazon Marketing Cloud?
Here are a few key use cases:
- Find the most effective succession of ads
It is highly probable that your consumers are viewing multiple advertisements if you allocate a significant amount of money to advertising on Amazon. AMC now enables you to generate a multitude of distinct consumer journeys in order to ascertain the optimal ad order.
For instance, AMC can give you the lowdown on which advertising journey—DSP ad—Sponsored Brands ad—Sponsored Products ad—was the most effective in terms of conversion rate.
- Build and re-target audiences
Segmenting groups of 2,000 or more customers is possible using AMC. So, you want to build a list of people who have added your goods to their carts in the last week but haven’t bought it yet. This audience can be created in AMC and then moved to DSP for retargeting purposes in the future.
- Leverage New-To-Brand metrics for Sponsored Products ads
The lack of transparency surrounding New-To-Brand numbers is a major issue plaguing Amazon’s sponsored marketing ecosystem.
New-To-Brand shows you what proportion of your conversions come from those who buy your brand for the first time. Locating advertising campaigns with a high New-To-Brand rate is critical for increasing incrementally. Sponsored Products is Amazon’s most popular ad format, yet the company does not publish New-To-Brand data for it. That information can only be retrieved using Amazon Marketing Cloud.
Now Upload Your first-party data to Amazon Marketing Cloud?
Using Amazon Marketing Cloud, you may integrate your direct-to-consumer website’s data with Amazon’s. Doing so will get you access to a detailed record of your customer journey. You may also use it to create Amazon DSP ads that don’t include your direct-to-consumer (DTC) customers. Making ensuring you aren’t ruining your products is our top priority.
For this to be achieved: Fill out a file with first-party data, including client emails, phone numbers, and actions (such website visits, newsletter subscriptions, etc.), and upload it to the AMC Console.
Before comparing it to its own data, Amazon will automatically encrypt and anonymize this information. You can see what a DTC website visitor did when they interacted with you on Amazon when you add your first-party data to AMC.
What are Paid Features in AMC?
To make audience generation and targeting more sophisticated, you can use an instrument called Paid Features. The ability to track people who bought a product organically is just one example of how these features expand the utility of your custom audiences.
Paid Features also allow you to include customers who were not exposed to ads in your measurement method. You may observe exactly how your ad-seeking clients fared in comparison to those who did not see it. It is a great tool for finding out how well your ads are doing.
How do I actually use Amazon Marketing Cloud?
Amazon Marketing Cloud is available to anyone who purchases ads from DSPs at no extra cost.
It is important to note that SQL queries are required to access data from Amazon Marketing Cloud. Acquiring SQL knowledge is the only way to take advantage of Amazon’s massive data store.
The AMC Console makes it easy to run queries independently. What if, though, you need the capacity to run these queries in bulk across multiple accounts?
Imagine you run an agency whose primary goal is to increase your clients’ Subscribe & Save conversion rates. It is a pain to have to write and run separate count queries for all of your accounts. If there were 100 customers, and each one had three sub-brands, what would happen? This necessitates running 300 queries by hand every week.
It is feasible to plan queries to run concurrently across hundreds of AMC instances by utilizing a technology partner like Intent wise. You may set up all 300 of those queries to run at 1 a.m., for instance, so the data is always available when you wake up. You can’t do this with the regular AMC control panel.
What are the benefits of AMC for advertisers?
With AMC, marketers can build targeted audiences ready for campaign activations, gain more actionable insights, and address measurement challenges more accurately. Common applications where AMC can be of service include:
• Read up on a particular campaign in greater depth.
Highlight several facets of the consumer-purchasing journey, such as media exposure, frequency, and timeliness.
• Separate the consequences of a particular media use from the overall effect of the media mix.
• Determine how much of an impact Amazon media has on sales across various Amazon shop types and advertiser direct-to-consumer channels.
• Seek for a correlation between engagement and audience traits to identify your target audience segments.
• Acknowledge the various points of contact that lead to consumer conversion.
• Use data on ad interaction and conversions from several sources to build targeted audiences that can be activated directly through the Amazon DSP.
• Subscribe to Paid Features (beta) powered by Amazon Ads and other sources to expand and enhance the insights.
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