If you're a user of Amazon DSP, you've probably heard of Amazon Marketing Cloud (AMC). Arguably its best feature is the ability to pull over 1,000 metrics to create aggregate reports, which offers marketers an in-depth analysis across multiple data sets.
Let's take a deeper look into why this solution is a game-changer for Amazon advertisers.
What is Amazon Marketing Cloud?
Amazon Marketing Cloud is a secure, privacy-friendly, cloud-based analytics and performance management solution.
Amazon Marketing Cloud was built on Amazon Web Services (AWS) and provides advertisers with transparent and customized analytics across multiple data sets, resulting in aggregated reports.
- AMC converts personally identifiable consumer data into anonymous insights that eligible Amazon advertisers can access.
- Previously, there was no way to bridge the gap in information between Amazon DSP and PPC performance, as Amazon didn’t make first-party data available to advertisers.
- Now advertisers can collect all of the data in DSP or the advertising console, for example, and map them together to create holistic reports.
How does Amazon Marketing Cloud work?
The goal of Amazon Marketing Cloud is to provide transparent analytics while maintaining end-customer privacy.
The last-touch attribution model was the previous standard on Amazon, meaning you could only collect data on the last ad that a consumer interacted with before they made a purchase.
With AMC, you can see the consumer’s entire journey without collecting any personal information. All aggregations must contain a minimum of 100 users, to protect end-customer privacy. Currently, only those who advertise through Amazon DSP can utilize AMC.
Building Custom Reports from AMC
Amazon Marketing Cloud is a complex reporting tool that requires Structured Query Language to generate reports. SQL is “a standardized programming language that is used to manage relational databases.”
Essentially, in order to retrieve customized data from AMC, you have to write queries using code. SQL acts as the bridge between one piece of data and another, giving you a clearer picture of the success of your campaigns.
It’s important to note that there’s a learning curve when it comes to implementing SQL, and it’s worth having someone on your team or working with an agency who understands the language.
However, Amazon has a library of pre-built instructional queries that advertisers can utilize by simply adding in their own data points.
New Marketing Capabilities for Amazon Advertisers
AMC has the ability to produce event-level data across an advertiser’s various channels and offer reports that are unique to each advertiser in terms of goals, messaging, and audience. Examples of data that AMC can produce include:
- Channel-related data: Run reports to discover how each of your media channels is performing and which ones perform best with different audiences at each stage of the sales funnel.
- Audience-related data: Learn how many consumers have seen your campaigns, where they are in your marketing funnel, and how best to engage them.
- Custom attribution models: Analyze how your different media channels impact purchasing behavior and where best to invest in future campaigns.
Overall, AMC gives advertisers more flexibility and customization in terms of advertising performance both on and off Amazon.
Should you use Amazon Marketing Cloud?
If you use Amazon DSP, Amazon Marketing Cloud is a game-changer and certainly worth your consideration. Though it will take an investment of time to learn how to use it to its full potential, AMC offers a level of advertising and consumer data that’s difficult to ignore.
The report customization capabilities are nearly endless and will allow you to maximize your brand’s advertising campaigns while increasing your ROAS.
Learning and implementing new software can be challenging, but the team at Blue Wheel is here to help! We offer a variety of Amazon advertising services, including our proprietary software, Companion.
Simply fill out the form below and we’ll get in touch to discuss your Amazon advertising goals.
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