Unveiling the Value Behind Amazon Marketing Cloud (AMC)+ 查看更多
Nowadays, big data can help us analyze the marketing results of different media channels and the moment ads make contact with target audiences, helping us understand the habits of different users and interpret the same data through various dimensions to produce different insights.
Chinese companies and sellers going overseas are becoming increasingly keen in using big data modeling to accurately monitor the effects of different forms of advertising and understand the preferences and behavior habits of overseas consumers, especially for complex advertising attribution problems. For example, within the Amazon ecosystem, if consumers see an SP search ad, then a DSP display ad and finally place an order in search ads, how should this conversion be counted?
Amazon launched the Amazon Marketing Cloud (AMC), a solution for overall measurement and analysis with the intention of helping sellers and marketers measure the effectiveness of different media channels such as search advertising, display advertising, video advertising, and OTT TV advertising through dimensional and granular data analysis. Unlike data that sellers see from Amazon Advertising or the DSP backend, AMC data can be refined to the user level (User ID) and log-level.
AMC's analytical capabilities help sellers and advertisers conduct in-depth analysis of required information, provide a comprehensive view of campaign performance, evaluate complex attribution problems and the advertising effects of various media channels. What is more, AMC provides users with open APIs and UIs to complete data collection and analysis. Apart from Amazon Advertising campaign metrics such as displays, clicks and conversions, an advertiser’s own data sets can also be inputted. This way, the AMC report can further analyze the performance of advertising data and help sellers make wiser decisions for each cross-channel marketing placement.
AMC’s primary advantage lies in its ability to perform customized data analysis based on advertising goals, strategies and channels; including the strategy adjustment of advertising operations within each channel, conversion path and window analysis. It is also possible to develop custom attribution models to clearly understand which channels or ad formats have had the most influence on target audiences. Let’s explore some actual cases to better understand the significance of data analysis:
By analyzing the full path of conversion via AMC, we can also adjust the budget ratio in time for more consumer-focused paths. Allowing for continuous analysis of different audience groups and advertising spaces as well as data tracking throughout the entire process to attribute the conversion effect and improve advertising accuracy.
All in all, AMC can deliver unique data reports and marketing results based on the customized needs of different sellers and advertisers, differentiated audience classification, diversified channel selection and complex attribution models. AMC can provide a comprehensive reporting guide for the analysis of advertising effects on and off the Amazon site.
At the moment, Xtream Marketing’s self-developed SaaS system, Xplatform is complemented with AMC capabilities. We help some of our leading clients carry out data analysis and refined operational management through AMC. While ensuring data security and user privacy, we hope to further unleash the power of data groups in the Amazon ecosystem and continue to empower advertisers' digital strategies to promote the long-term growth of brands.