Amazon Marketing Cloud

What is Amazon Marketing Cloud? Benefits & Use Cases

Nishant Singh

30 Sep 2023

In today’s data-driven era, brands can easily become disoriented without a complete understanding of how their target audiences are interacting with their ads.

Amazon Marketing Cloud (AMC) has revolutionized how brands make advertising decisions on the Amazon platform.

In this article, we will explore what Amazon Marketing Cloud is, its significance, and how you can gain access to it.

What is Amazon Marketing Cloud?

Amazon Marketing Cloud (AMC) is a secure, privacy-safe, and cloud-based data clean room solution offered by Amazon Advertising. It allows advertisers to easily perform analytics across pseudonymized signals, including Amazon Ads data (impressions, clicks, conversions) and their own data sets, to gain a holistic view of campaign performance and customer behavior across the marketing funnel.

How does Amazon Marketing Cloud Work?

Amazon Marketing Cloud first allows you to link your Amazon Advertising data as well as upload your own custom data sets. Your own data could include website and app activity, CRM data, or loyalty program data. Then, AMC uses a secure process to match your data sets together based on common identifiers, such as email addresses or hashed customer IDs. This process is done in a way that protects individual customer privacy.

Once your data is matched, you can use AMC’s powerful analytics tools to run queries and generate reports. You can see how your Amazon Advertising campaigns are performing across different channels, identify your most valuable customer segments, and measure the impact of your marketing efforts on your overall business goals. The insights you gain from AMC can be used to improve your Amazon Advertising campaigns, personalize your marketing messages, and optimize your overall marketing strategy.

Use Case of Amazon Marketing Cloud

Optimize Your Ad Sequence

Dive deep into your ad campaign’s effectiveness with AMC and discover the most impactful succession of ads. Whether it’s determining if a DSP ad followed by a Sponsored Brands ad and then a Sponsored Products ad yields the highest conversion rate or exploring other sequences, AMC empowers you to refine your advertising strategy for maximum impact.

Audience Segmentation and Retargeting

Leverage AMC’s robust audience segmentation capabilities to isolate specific shopper groups. For instance, create a segment of users who recently added your product to their carts but haven’t completed the purchase in the last week. Then seamlessly retarget this audience through DSP to increase conversion rates and boost sales.

Enhanced New-To-Brand Insights

Overcome the challenge of limited New-To-Brand statistics in Amazon’s sponsored ads ecosystem, especially for Sponsored Products. AMC provides the essential data on first-time brand buyers, allowing you to identify Amazon ads campaigns with a high New-To-Brand rate, ultimately enhancing your incrementality strategies. Gain a deeper understanding of customer behavior and make informed advertising decisions with AMC’s comprehensive insights.

Find the Right Time to Conversion for Remarketing

With AMC, you can identify the average time your target audience takes to convert after being exposed to one of your ads. This insight then helps you decide the lookback windows for your remarketing ad campaigns, ensuring you reach them on time when they are likely to convert. For instance, if you find that 95% of your customers convert within 1 day of clicking on the ad, you may not need to run a views remarketing campaign. On the other hand, if you find that a large portion of customers takes 7-14 days to convert, having a remarketing campaign with a 14-day lookback window will ensure your brand is always at the top of their minds during their buying journey.

Customer's Lifetime Value

AMC can help you calculate and understand your customer’s lifetime value (CLV). By tracking customer behavior and purchase history, you can gain insights into which customer segments contribute the most revenue over time. Understanding CLV enables you to tailor your marketing strategies to retain and nurture high-value customers, ultimately boosting profitability and customer loyalty.

Evaluate Your Omnichannel Impact and Strategy

AMC insights enable a comprehensive assessment of your marketing effectiveness across various channels and platforms, extending beyond Amazon. This involves analyzing how different media creative assets and platforms work together to drive sales and enhance brand awareness. By identifying the most successful combinations, you can refine your overall marketing strategy, ensuring a consistent and impactful brand presence across multiple touchpoints. This approach aims to optimize cross-channel media performance, ultimately driving sales and maximizing your digital reach.

What is Data Clean Room in AMC and how does it work?

A data clean room in Amazon Marketing Cloud (AMC) is a secure environment that allows advertisers to analyze their marketing data alongside Amazon’s aggregated data while ensuring privacy and compliance. It anonymizes sensitive information, such as personally identifiable information (PII), and aggregates data to provide insights without exposing individual-level details. Advertisers can leverage this tool to gain a deeper understanding of customer behavior, ad performance, and the effectiveness of their campaigns across Amazon’s ecosystem.

The clean room works by integrating an advertiser’s first-party data with Amazon’s anonymized data in a controlled setting. Advertisers can run custom queries to analyze trends, such as customer journey insights, cross-channel attribution, and audience behavior. All data processing is done within the clean room, ensuring that no raw data is shared or exported—only aggregated insights are accessible for decision-making. These insights can then be used to optimize campaigns and create highly targeted audience segments.

Using the data clean room in AMC provides significant benefits, such as better campaign optimization, precise audience targeting, and a comprehensive understanding of ad performance. Advertisers can refine their retargeting strategies and measure the combined impact of different ad formats, like Sponsored Products and Sponsored Display. By maintaining strict data security and privacy standards, the clean room empowers advertisers to make data-driven decisions while staying compliant with regulations like GDPR and CCPA.

How to get Access to Amazon Marketing Cloud?

Amazon Marketing Cloud offers advanced capabilities, but it’s not accessible to just anyone as of now. Amazon has established specific eligibility criteria for users of this marketing tool. To qualify for access, you must meet the following requirements:

Be an advertiser or an advertising partner: Amazon Marketing Cloud is designed for advertisers and advertising partners who actively run ads on the platform.
Utilize Amazon DSP (demand-side platform): Access to AMC is granted to those who are actively using Amazon’s Demand-Side platform, which is an integral part of Amazon’s advertising ecosystem.
Proficiency in SQL: To effectively leverage the full potential of Amazon Marketing Cloud, it’s essential to have team members who are proficient in writing SQL queries. SQL skills are crucial for extracting and analyzing the data available in AMC.
An AWS Account: Accessing Amazon Marketing Cloud (AMC) requires an AWS (Amazon Web Services) account, as AMC is hosted on the AWS platform. An AWS account provides the necessary infrastructure for utilizing AMC’s advanced data analytics and marketing capabilities.

Before integrating Amazon Marketing Cloud into your marketing strategy, ensure that your team possesses the necessary skills and qualifications to make the most of this valuable tool. Then, you can visit this page and request for AMC access.

Ready to get started with Adbrew?

Adbrew can help you access the Amazon Marketing Cloud to gain actionable insights for your brand

What are Paid Features in AMC?

Paid features in Amazon Marketing Cloud (AMC) include advanced tools and functionalities that go beyond the basic analytics capabilities. These may include access to deeper audience segmentation, enhanced attribution models, and additional data sets for more granular insights. Advertisers can also leverage premium integrations, such as third-party tools or advanced API access, to enrich their analysis and automate processes. These features are designed to help advertisers maximize campaign efficiency and optimize performance with deeper, actionable insights.

Conclusion

In summary, Amazon Marketing Cloud offers an exciting opportunity for brands that leverage various platforms and channels for product advertising, including Sponsored Ads and Amazon DSP. By bringing together all data and analytics into a unified interface, it provides a comprehensive perspective on how your media mix influences customers throughout their buying journey.

Frequently Asked Questions:

What are some of the benefits of using AMC's analytics solutions?

AMC’s analytics solution offers several benefits, such as:

Gaining insights into customer behavior: You can use AMC’s analytics to understand how customers interact with your PDPs and other marketing materials. This data can help you improve your marketing campaigns and make better business decisions.
Identifying areas for improvement: You can use AMC’s analytics to identify areas where your marketing campaigns are not performing as well as they could be. This data can help you make changes to your campaigns to improve their performance.
Measuring the ROI of your marketing campaigns: You can use AMC’s analytics to track the return of cross-channel marketing investments.

Can I see data from outside Amazon on AMC?

Yes, AMC allows you to upload first-party customer data from your CRM, website, or other sources. This can be combined with Amazon’s shopper data to create even richer audience segments and gain deeper insights into their behavior with your ads and product detail page.

How can I get started with AMC?

Reach out to your Amazon Ads account executive for eligibility verification and assistance with setup. You’ll need to grant access to your campaign data and have technical resources ready to manage the tool.

Another option is to utilize an Amazon Marketing Cloud partner such as Adbrew, offering a user-friendly dashboard for different purposes and data from Amazon Marketing Cloud. Adbrew’s Amazon Marketing Cloud platform doesn’t require special access or technical expertise; it presents data in clear charts and tables for easy understanding.