For more than a year now, at Amazing we never get tired of repeating the importance of measuring all the marketing actions we carry out, and at Amazon, we have the best measurement tool, Amazon Marketing Cloud (AMC).
Amazon Marketing Cloud (AMC) is a comprehensive platform designed to help advertisers optimize their marketing strategies in the Amazon ecosystem. It functions as a control center that enables advertisers to leverage a wide range of advertising impacts to gain valuable insights and make data-driven decisions. From sales data to consumer behavioral data, AMC collects and analyzes crucial information to improve the performance of advertising campaigns on Amazon’s platforms.
The importance of using AMC lies in its ability to unlock the full potential of advertising investments on Amazon. With this tool, advertisers can better understand the impact of their campaigns, perform detailed attribution analysis, identify growth opportunities and optimize strategies in real time. In a highly competitive advertising environment like Amazon, having AMC is essential to stay ahead of the curve and achieve success in advertising campaigns.
Having explained a bit about what it is, let’s move on to discuss the latest AMC news available in active and/or Beta format: Sponsored TV Signals and the High Value Audiences solution which is currently in beta format.
Sponsored TV Signals
Since late 2023, Amazon Ads has been offering Sponsored TV Signals, a tool that allows marketers to get measurable results on purchases made. Now, these “signals” have been integrated into the Amazon Marketing Cloud (AMC). This means that all active advertisers with AMC will have access to these valuable insights.
The importance of this addition lies in the growing need to understand the full impact of advertising investments, including TV advertising. Signals in AMC helps advertisers better understand sponsored TV events, perform custom attribution analysis across media, measure the holistic performance of their sponsored ad campaigns, and have a deeper understanding of the customer journey over 12+ months.
Key capabilities offered by this integration include:
- Custom attribution measurement: Evaluate how a TV campaign contributes to a conversion when credit is split evenly across all touch points, not just the last click.
- Conversion journey: Understand the customer journey in terms of media exposure and the role of TV in those journeys.
- Incremental reach analysis: Discover how much additional reach or new users TV provides compared to other ad types.
High Value Audiences (beta)
AMC’s High Value Audiences solution is an intuitive, streamlined tool designed for advertisers to visualize high-value audiences, illustrate their impact and create reachable audiences accordingly. In its still beta release, the solution allows advertisers to define, evaluate and create “high-value audiences” based on total sales.
The main value propositions of this solution are:
- User-friendly: The solutions do not require SQL knowledge or analytical skills. With a point-and-click user interface and automatically generated metrics visualizations, users can easily leverage these tools in their daily execution.
- Simple, integrated workflow: The solutions integrate the different steps throughout the process, from analysis to action, allowing users to complete end-to-end execution within a single interface and through a connected workflow, reducing operational efforts and shortening execution time.
- Rapid execution on core practices: While there are infinite ways to define, evaluate and act on insights, the solutions intentionally focus on the most popular and effective use cases. This helps simplify the decision-making process for advertisers and facilitates rapid implementation of commonly applicable best practices.
- Controlled flexibility: For each use case, advertisers have the option to customize parameters such as date range, NTB, ASIN and campaign. This allows advertisers to enjoy the simplicity of the use cases while maintaining control over the intended execution.
With these new additions, Amazon Marketing Cloud continues to strengthen its position as a comprehensive tool for maximizing advertising performance in the Amazon ecosystem. From understanding the effectiveness of TV advertising to building high-value audiences, AMC provides advertisers with the tools they need to thrive in an increasingly digital and data-driven world.
Working hand-in-hand with an AMC expert like Amazing provides a significant advantage in implementing and maximizing the potential of this platform. AMC experts have a deep understanding of its features, capabilities and best practices, enabling them to design customized strategies and deliver optimal results. With Amazing’s support and AMC expertise, advertisers can take full advantage of this powerful tool and achieve their advertising goals efficiently and effectively.
