Amazon Marketing Cloud Allows Advertisers to Work With Detailed Data Sets

Name: Amazon Marketing Cloud Allows Advertisers to Work With Detailed Data Sets
Uploaded: 2023-04-19T10:30:19+00:00
Duration: 59 s
Channel: Andrew Hamada
Description: Andrew Hamada (YouTube, Apr 19, 2023) summarizes recent developments in Amazon Marketing Cloud (AMC). He notes a new console and interface that let…

19 Apr 2023 · 1 min

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Andrew Hamada (YouTube, Apr 19, 2023) summarizes recent developments in Amazon Marketing Cloud (AMC). He notes a new console and interface that let advertisers work with richer, aggregated datasets and join Amazon-held customer signals to advertiser data without exposing personal customer details. This enables new path-to-purchase analyses (e.g., ad-sequence effects such as sponsored product → sponsored brand and their conversion rates). He also notes practical frictions: exporting data is awkward (APIs and flat files) and the experience can be intimidating for non-technical users.

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Amazon Marketing Cloud not necessarily new, but is certainly getting deployed more broadly. Brand new console and interface that allow advertisers to work with much more detailed data sets and combine them in order to create insights that weren't possible before. Because of Amazon's restrictions around sharing personal data from their customers, they still won't share it with you, but they allow you to join it in a way you don't get to see the personal details while still getting to get insights from those aggregated data sets. Specific example, you can now use Amazon Marketing Cloud to understand how a customer has interacted with all of your ads on the path to buying. Did they engage with a sponsored product ad or a sponsored brand ad first? Do customers who engage with sponsored products and then sponsored brands convert at a higher rate than Those who don't, etc. Those sorts of questions were impossible to answer before. The data is a little difficult to get out of the system. They have APIs as well as query publishers that produce flat files. For less technical folks, it can be very intimidating. I'm hoping hoping that Amazon does work to improve that in the near term.