Amazon Marketing Cloud will revolutionize your Retail Media strategy
You've probably already seen these three letters: AMC. But behind this small acronym lies immense transformative power for your retail media strategy. Imagine being able to fine-tune your advertising campaigns with unprecedented precision and target ultra-segmented audiences. This is possible with Amazon Marketing Cloud, the tool that redefines your expectations for return on investment. Ready to discover why AMC is the true game changer you've been waiting for?
What is Amazon Marketing Cloud?
Amazon Marketing Cloud (AMC) is not just an analytics tool; it's a powerful advanced data platform designed for advertisers using Amazon DSP and Sponsored Ads. With AMC, you gain an ultra-precise view of your advertising performance through a more granular approach that integrates cross-channel data and offers querying flexibility via SQL, enabling customized analyses tailored to your specific needs.
Its goal? To help you refine your marketing strategies and boost campaign performance with actionable insights, based on a deep analysis of customer journeys.
AMC Use Cases
Campaign Optimization: By analyzing the media mix and customer journeys, AMC helps identify the most effective channels and formats. For example, an advertiser can use AMC to compare the performance of video ads versus static banners and adjust the budget accordingly. They can also analyze the impact of different platforms (Amazon DSP, Sponsored Ads) on conversion rates and reallocate investments toward the most profitable channels, whether on or off Amazon.
Segmentation and Custom Audience Creation: AMC allows the creation of ultra-segmented audiences based on precise behaviors, far beyond traditional demographic targeting criteria. Segmentation can be done based on purchase history on Amazon, interactions with ads, or media exposure.
Measuring the Impact of Advertising Activations: Through in-depth analysis, AMC provides a detailed view of the effectiveness of your advertising activations (display, video, search, etc.) on conversion. This allows you to evaluate the role of each channel in the customer journey and understand how each format contributes to overall performance.
A Concrete Example: The Importance of Video Content
One of our clients wanted to demonstrate to their management the need to invest more in video content. However, the performance of their Sponsored Brands Video (SBV) campaigns was far from impressive: they showed a ROAS lower than that of non-video campaigns, which seemed counterintuitive.
The analysis via AMC revealed that, although the video campaigns had a lower ROAS, they played a strategic role in the customer journey.
For example, Sponsored Products (SP) campaigns alone showed a conversion rate of 0.23%, with about 1,000 users converted. By adding SBV as an additional touchpoint, this rate was multiplied by 10, reaching 2.3% and generating over 2,800 conversions. Furthermore, the assisted conversions analysis demonstrated that SBV campaigns effectively supported other ad formats (SP, SD, DSP), generating an additional 2,000 conversions.
Thus, AMC showed that video was not only a conversion lever but also an essential tool for acquiring new customers.
More Advanced Use Cases Through Data Expertise
AMC is not limited to basic analysis. It is used for complex studies, tailored to the brand's level of maturity and investment in data. For example, specialized teams like those at Publicis Data can leverage AMC to:
Develop advanced attribution models that go beyond the last-click model and analyze the true influence of each touchpoint on conversion.
Measure incremental reach by comparing the performance of audiences exposed and not exposed to a campaign.
Optimize budget allocation by identifying the most profitable combinations of formats and levers.
These in-depth analyses, while requiring resources and a more thorough approach, are essential for brands making significant investments in these levers. At Bizon, we guide our clients through this transition where long-term insights take precedence over short-term optimizations.
In conclusion, Amazon Marketing Cloud (AMC) is a true goldmine for brands looking to better understand their audience and refine their media strategy. Easily accessible, it provides actionable insights that help optimize marketing performance, whether it's for improving targeting, perfecting the media mix, or maximizing the impact of advertising campaigns. Regardless of your level of maturity, AMC offers enormous potential for any brand eager to make data-driven decisions. And don't forget, our Retail Media experts are here to support you!
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