Amazon Marketing Cloud: insights for data-driven marketing
Amazon Marketing Cloud (AMC) is a secure, privacy-focused, cloud-based clean room solution that allows advertisers to easily perform analytics and build audiences based on pseudonymized data, including signals from Amazon Ads and proprietary inputs.
How does Amazon Marketing Cloud work?
AMC brings together rich signals from Amazon properties, advertisers, and integrated third-party providers. This allows advertisers to run flexible queries on these signals in a privacy-safe environment. The insights and audiences generated through AMC can then be used to optimize campaign tactics, guide marketing execution, and inform business decisions.
Benefits of Amazon Marketing Cloud
- Custom audiences: Build custom audiences based on engagement data, conversion events, and segment information. These audiences can be activated directly through Amazon DSP.
- Holistic measurement: Gain deep insights into customer journeys across different Amazon Ads media and channels. Measure the impact of ads both online and offline.
- Insight expansion: Subscribe to paid features from Amazon Ads and external providers to increase the scope and depth of insights.
- Easy to use: Generate and visualize insights without SQL knowledge using AMC solutions.
- Signal coordination: Connect signals from Amazon Ads, external providers, and advertisers for richer insights.
- Privacy-safe environment: AMC only accepts pseudonymized information and only provides aggregated, anonymous outputs.
Recent developments in Amazon Marketing Cloud
Amazon Ads has announced that advertisers can now request up to five years of purchase data in Amazon Stores within AMC. This expansion improves the accuracy of metrics such as customer lifetime value and new-to-brand purchases. In addition, Amazon Ads introduced an SQL generator for AMC, a new AI feature that makes it easier for advertisers to develop insights.
By utilizing the capabilities of Amazon Marketing Cloud, advertisers can gain deep insights, optimize their campaigns, and better respond to the needs and preferences of their customers. Naturally, m19, our AI platform for Amazon, can be linked to AMC.
