AMC (Amazon Marketing Cloud) For Amazon Sellers
Brent Zahradnik returns to the show to go technical on the benefits of AMC and how you can get the most out of it.
What we will cover on Today’s show…
– What is Amazon Marketing Cloud and why does it matter?
– What does AMC do and who can use it?
– The major benefits and insights you can get from using AMC
– Some of the new metrics in AMC and their definitions
– How can you access AMC?
Brent is the founder of AMZ Pathfinder, an advertising agency that since 2015 has worked with businesses selling on the North American and EU Amazon marketplaces helping them maximize their outcomes for all advertising-related goals.
AMC (Amazon Marketing Cloud) For Amazon Sellers
Seller Sessions welcomes back Brent Zaradnik, founder of MZ Pathfinder, who specializes in managing Amazon advertising. In this episode, Brent discusses Amazon Marketing Cloud (AMC), a free platform that allows cross-media measurement and provides pseudo-anonymous event-level data to understand the customer life cycle. AMC is especially beneficial for advertisers who spend a significant amount on advertising, particularly on DSP, and are looking to drive incremental growth.
The platform has a simple UI that allows users to run queries against it in SQL and sends back a flat file or Excel file with the processed data. AMC enables multi-touch return on ad spend and optimizes attribution, allowing advertisers to see which campaigns are contributing to incrementality. It also provides new to brand analysis, which can help understand how different channels work together to drive new customers.
Key Takeaways
- Amazon Marketing Cloud is a free platform that provides pseudo-anonymous event-level data to understand the customer life cycle.
- AMC is beneficial for advertisers who spend a significant amount on advertising, particularly on DSP, and are looking to drive incremental growth.
- The platform enables multi-touch return on ad spend, optimizes attribution, and provides new to brand analysis.
Guest Introduction
Brent Zaradnik, the founder of MZ Pathfinder, is a returning guest on Seller Sessions. He has been managing Amazon advertising on various platforms since 2015 and works with North American and EU businesses.
In this episode, Brent discusses the Amazon Marketing Cloud (AMC), a free platform available on Amazon that allows advertisers to do cross-media measurement. This platform enables advertisers to tie together data from various campaigns and platforms, such as DSP, sponsored ads, and seismic, to understand the customer journey and touchpoints.
Brent explains that AMC provides advertisers with pseudo-anonymous event-level data, which allows them to understand the unique customer and how they interacted with their ads. This information helps advertisers to measure the effectiveness of their campaigns, identify micro-conversions, and attribute them to the touchpoints.
Brent notes that AMC is particularly beneficial for advertisers who are spending a substantial amount of money on advertising, specifically putting a serious budget towards DSP. He also mentions that while AMC can be technical, it is a valuable tool for larger sellers who want to understand the customer journey and improve their return on ad spend.
Brent also discusses the multi-touch Ross and new-to-brand concepts, which can be measured through AMC. Advertisers can use these concepts to understand the effectiveness of their campaigns and how they impact new customers.
Overall, Brent provides valuable insights into the benefits of using AMC for Amazon advertising.
Topic of Discussion
The topic of discussion in this article is the Amazon Marketing Cloud (AMC) and how it can benefit Amazon sellers. AMC is a free platform that allows cross-media measurement and provides pseudo-anonymous event-level data for advertisers. This data allows sellers to understand the lifecycle of a customer and the touchpoints that led to a conversion.
AMC is particularly useful for advertisers who are spending a substantial amount on advertising, specifically on DSP and sponsored ads. By using AMC, sellers can understand the return on ad spend at each stage of the customer journey and attribute conversions to specific campaigns.
One key benefit of AMC is its ability to measure multi-touch ROAS and new-to-brand metrics across all channels. This information can help sellers determine which campaigns are driving incremental growth and which are not. Additionally, AMC can help sellers understand the effectiveness of their retargeting efforts and make data-driven decisions about where to invest their advertising budget.
Overall, AMC is a powerful tool for Amazon sellers looking to optimise their advertising efforts and drive incremental growth. While it may be more relevant for larger sellers with higher budgets, the insights it provides can make a significant financial difference for any seller. By understanding the customer journey and attributing conversions to specific campaigns, sellers can make data-driven decisions that lead to increased revenue and profitability.
Amazon Marketing Cloud Overview
Amazon Marketing Cloud (AMC) is a free platform available on Amazon that allows advertisers to do cross-media measurement. It is a tool that can help advertisers understand the life cycle of a customer and how they move through the marketing funnel. AMC provides advertisers with pseudo-anonymous event-level data, which means that they can understand that a unique customer saw two ads on DSP, came to Amazon three days later, clicked on a sponsored product ad, saw a sponsored display ad, put the product in their cart, and then purchased it the next day.
AMC is a simple user interface that runs queries against a database in SQL. The processing takes place on Amazon’s side, and they send back a nice flat file or Excel file, whatever the user specifies. AMC is a platform that is currently available for free, but getting into it is a bit difficult. The best way to access it is probably to work with a software company like xpn or Pacview.
AMC is beneficial for advertisers who are spending a lot of money on advertising, specifically putting a serious budget towards DSP. It is also helpful for advertisers who are looking to address net new customers and drive incremental growth. AMC allows advertisers to understand which campaigns are contributing to incrementality and measure the return on ad spend at each stage of the marketing funnel.
AMC is a valuable tool for larger sellers, especially those who have scaled to mid-seven to eight figures and beyond. As businesses grow, unit margins start to evaporate, and it becomes increasingly important to measure where customers are coming in the funnel. AMC can help advertisers understand new-to-brand across all the different channels and how they compose together. It is a tool that can help advertisers save thousands and even hundreds of thousands of pounds, especially when it comes to measuring long-term customer value.
Accessing Amazon Marketing Cloud
Accessing Amazon Marketing Cloud (AMC) can be a bit difficult, but it is a free platform available with Amazon. The best way to access it is to work with a software company that has access to it, such as XPN or Pacview.
AMC is a simple UI that allows you to run queries against it in SQL, which is structured query language. It is like asking a database to do something for you to go fetch some information, and all the processing takes place on Amazon’s side. They then send you back a nice flat file or Excel file, whichever you specify.
To access AMC, you need to have a serious budget towards DSP, and by serious, it means in excess of $78k USD a month, probably closer to $15k or higher. Advertisers who are spending a lot of money on advertising, specifically putting a serious budget towards DSP, are those who would probably benefit the most from this.
Overall, accessing AMC can be tricky, but it is worth it for the insights it can provide for advertisers who are spending a lot of money on advertising. Working with a software company that has access to it is the best way to go about accessing it.
The functionality of Amazon Marketing Cloud
Amazon Marketing Cloud (AMC) is a free platform available with Amazon that allows you to do cross-media measurement. It is a bigger and overarching platform compared to Amazon Marketing Stream (AMS). AMC provides pseudo-anonymous event-level data that allows you to understand the unique customer and their life cycle. This platform is beneficial for advertisers who are spending a lot of money on advertising, specifically putting a serious budget towards Demand-Side Platform (DSP) and Sponsored Ads.
The processing takes place on Amazon’s side, and they send you back a nice flat file or Excel file as per your specification. AMC is like a very simple user interface, and you can run queries against it in SQL. It is structured query language, which is asking a database to do something for you to go fetch some information.
AMC allows you to understand the touchpoints of the customer’s journey and how they’ve gone through that whole sequence. It helps you to measure the return on ad spend on each stage at the milestones that it passes through. You can attribute to those touchpoints and divvy up attribution. With AMC, you can understand which campaigns are contributing to what incrementality. It helps you to drive incremental growth and address net new customers.
You can measure where people are coming in the funnel, which makes a lot more sense if you are a huge brand and have the budget to do Ott video on DSP at scale, which can reach a huge amount of people. AMC provides you with the tool to be able to tell if it’s working or not.
AMC provides new to brand for sponsored products, and for people who come through DSP. This idea of new to brand should be higher profile with Amazon three-piece sellers business owners. AMC helps you to understand new to brand across all the different channels and how they compose together. You might have a campaign, and you can do this with the xpn tool that we’ve been playing around with.
Beneficiaries of Amazon Marketing Cloud
Amazon Marketing Cloud (AMC) is a free platform available with Amazon that allows cross-media measurement. It is a powerful tool that can help advertisers understand the life cycle of their customers and how they have gone through the whole sequence of touchpoints. This platform can benefit advertisers who are spending a lot of money on advertising, specifically putting a serious budget towards DSP, and those who are looking to drive incremental growth.
AMC provides pseudo-anonymous event-level data, which means advertisers can understand that this is a unique customer, but they won’t get their personal information. AMC allows advertisers to measure and understand the return on ad spend on each stage at the milestones that it passes through. This means that advertisers can attribute to those touchpoints and understand which campaigns are contributing to what a lot of people would call incrementality.
The beneficiaries of AMC are those advertisers who are spending a significant amount of money on advertising and those who are looking to drive incremental growth. AMC can be particularly beneficial for larger sellers who are doing mid-seven to eight figures and beyond, as it can make a financially big difference. It can help sellers to measure where people are coming in the funnel and understand new to brand across all the different channels and how they compose together.
In summary, AMC is a powerful tool that can help advertisers to understand the life cycle of their customers, measure the return on ad spend on each stage, and attribute to those touchpoints. It can benefit advertisers who are spending a lot of money on advertising and those who are looking to drive incremental growth. Larger sellers who are doing mid-seven to eight figures and beyond can benefit the most from this tool.
Understanding Customer Lifecycle
Understanding the customer lifecycle is crucial for any business to succeed. With the help of Amazon Marketing Cloud (AMC), advertisers can now get access to pseudo-anonymous event level data that allows them to understand the unique customer’s journey and how they interact with the brand.
AMC provides advertisers with cross-media measurement, which means they can tie together all the data from different platforms, including DSP, sponsored ads, and seismic. This allows advertisers to get a complete picture of the customer lifecycle, from the first touchpoint to the final purchase.
With event-level information, advertisers can see which campaigns are contributing to the customer’s journey and how they are moving through the funnel. They can also measure the return on ad spend on each stage and attribute the touchpoints to understand which campaigns are driving the most value.
For example, advertisers can use AMC to understand which DSP campaigns are driving the most conversions and which touchpoints are most effective in moving customers down the funnel. This information can help advertisers optimize their campaigns and allocate their budget more effectively.
Another important metric that AMC provides is new-to-brand (NTB) data. This metric allows advertisers to understand which customers are new to the brand and which ones are returning customers. Advertisers can use this information to tailor their campaigns and messaging to new customers and drive customer acquisition.
In summary, understanding the customer lifecycle is essential for any business to succeed. With the help of AMC, advertisers can get access to event-level data that allows them to understand the unique customer’s journey and optimize their campaigns for maximum impact.
Multi-Touch Return on Ad Spend
Multi-touch return on ad spend is a crucial aspect of Amazon Marketing Cloud (AMC) that benefits advertisers who spend a lot of money on advertising, specifically putting a serious budget towards DSP. With AMC, advertisers can get pseudo-anonymous event level data and understand the life cycle of a customer and how they’ve gone through the whole sequence of touchpoints. This understanding helps advertisers to measure and attribute the return on ad spend at each stage and the milestones that it passes through.
The multi-touch return on ad spend is also known as multi-touch RoAS, and it helps advertisers to understand which campaigns are contributing to what many people would call incrementality. Incrementality is the small increases over time that advertisers are making towards a higher overall revenue and net new customers. The multi-touch RoAS helps advertisers to measure and understand the contribution of each campaign to the overall revenue and net new customers.
For bigger sellers who are doing high volumes of sales, the multi-touch RoAS can make a financially significant difference. As sellers grow to eight figures and beyond, the multi-touch RoAS helps to measure where customers are coming in the funnel, which is crucial in measuring long-term value and attribution to customers. This detailed information is essential, especially for products that are consumables versus static products that are sold as a one-off or once a year.
In conclusion, the multi-touch RoAS is a crucial aspect of AMC that helps advertisers to measure and attribute the return on ad spend at each stage and the milestones that it passes through. It helps advertisers to understand which campaigns are contributing to the overall revenue and net new customers. This understanding is crucial for bigger sellers who are doing high volumes of sales and want to measure long-term value and attribution to customers.
Optimising Attribution
When it comes to optimising attribution, Amazon Marketing Cloud (AMC) can provide valuable insights for advertisers. With AMC, advertisers can access pseudo-anonymous event level data that allows them to understand the complete customer journey and all the touch points that led to a conversion. This information can help advertisers determine which campaigns are contributing to incremental growth and which ones are not.
One way to optimise attribution is by using multi-touch ROS (return on spend) analysis. This analysis allows advertisers to understand the return on ad spend at each stage of the customer journey. By doing so, advertisers can determine which campaigns are driving the most conversions and adjust their budgets accordingly.
Another way to optimise attribution is by using new-to-brand metrics. With AMC, advertisers can access new-to-brand metrics for sponsored products and DSP campaigns. These metrics can help advertisers understand how many customers are new to their brand and which campaigns are driving new customers.
To optimise attribution, advertisers should also consider investing in top-of-funnel campaigns. While retargeting efforts may be effective at driving conversions, they may not be as effective at driving new customers. By investing in top-of-funnel campaigns, advertisers can drive more net new customers and increase their overall revenue.
In conclusion, optimising attribution is crucial for advertisers looking to maximise their return on ad spend. With AMC, advertisers can access valuable insights that allow them to understand the complete customer journey and make data-driven decisions about their advertising campaigns. By using multi-touch ROS analysis, new-to-brand metrics, and investing in top-of-funnel campaigns, advertisers can optimise their attribution and drive incremental growth.
New to Brand Analysis
AMC’s new-to-brand analysis is a powerful tool that can help Amazon sellers understand how their advertising campaigns are driving new customers to their brand. With this tool, sellers can identify the specific campaigns and channels that are most effective at driving new customers, allowing them to optimize their advertising spend and maximize their return on investment.
The new-to-brand analysis provides sellers with detailed insights into the behavior of new customers, including their purchase history, the campaigns and channels that led them to the brand, and their lifetime value. This information can be used to identify the most effective campaigns and channels for driving new customers, as well as to optimize the customer experience and increase customer loyalty.
One of the key benefits of the new-to-brand analysis is that it allows sellers to identify the specific campaigns and channels that are driving new customers to the brand. This information can be used to optimize advertising spend and maximize return on investment. For example, if a seller finds that their sponsored product campaigns are driving the most new customers, they may choose to allocate more of their advertising budget to these campaigns.
Another benefit of the new-to-brand analysis is that it provides sellers with insights into the behavior of new customers. This information can be used to optimize the customer experience and increase customer loyalty. For example, if a seller finds that new customers are more likely to make repeat purchases if they receive a discount code in their first purchase, they may choose to offer this promotion to new customers in the future.
Overall, the new-to-brand analysis is a powerful tool that can help Amazon sellers optimize their advertising spend, increase customer loyalty, and maximize their return on investment. With detailed insights into the behavior of new customers, sellers can make data-driven decisions that drive growth and success for their brand.
Conclusion:
In conclusion, the Amazon Marketing Cloud (AMC) is a free platform available with Amazon that allows advertisers to do cross-media measurement. This platform provides pseudo-anonymous event-level data that helps advertisers understand the life cycle of customers and how they go through the whole sequence of touchpoints. This data helps advertisers understand which campaigns are contributing to incremental growth and driving net new customers.
AMC is particularly beneficial for advertisers who are spending a lot of money on advertising, specifically putting a serious budget towards DSP. Advertisers who spend more than 78k USD a month on advertising are likely to benefit the most from this platform.
The multi-touch Roas (MT Ross) perspective is crucial for advertisers as it helps them understand the return on ad spend on each stage and the milestones that it passes through. This data helps advertisers understand the attribution of each touchpoint and how it contributes to the overall revenue.
Moreover, the new-to-brand (NTB) feature of AMC is a powerful tool that helps advertisers understand the customers who have purchased from their campaigns but have not purchased in the past 12 months. This information is available across all different channels, and advertisers can use this data to optimize their campaigns and drive incremental growth.
Overall, AMC is a cutting-edge platform that helps advertisers understand the effectiveness of their campaigns and optimize them for incremental growth. While it may be technical, it is a valuable tool for advertisers who are serious about their advertising budget and want to maximize their return on investment.
