Amazon Advertising kicked off 2021 by announcing the Amazon Marketing Cloud, a measurement and analytics solution designed to help marketers measure performance across different media channels.
In this article, we’ll share everything you need to know about the Amazon Marketing Cloud and the challenges it can help advertisers tackle.
What is the Amazon Marketing Cloud?
The Amazon Marketing Cloud (AMC) is a secure, privacy-friendly cloud-based measurement and analytics solution.
Built on Amazon Web Services (AWS), AMC’s flexible environment supplies advertisers with customizable reporting on event-level data, across multiple data sets. Those data sets can include both advertiser data and Amazon Advertising data, offering advertisers a more holistic view of campaign performance.
In other words, AMC gives advertisers the transparent, cross-channel data they need to make more informed decisions about their marketing.
And today’s marketers need that transparent, actionable data more than ever before.
It can be a challenge for advertisers to access the information they need for in-depth analysis. In fact, when it comes to programmatic advertising, more than 1 in 4 advertisers name supply transparency as their biggest challenge.
The problem is, as marketers, we’re data-obsessed — and rightfully so. For the past several years, marketers have expected that cross-channel measurement and attribution activities will remain their highest priority, occupying most of their time and resources.
But as browsers begin blocking third-party cookies, advertisers are struggling to measure conversions and access the information needed for in-depth reporting. And as the industry continues to change, it’s getting more complex and challenging to measure attribution and campaign performance across channels.
AMC aims to help advertisers overcome that challenge by offering analytics beyond what traditional reports can provide. Advertisers can generate aggregated reports based on both their own data sets and their Amazon Advertising campaign events.
How does Amazon Marketing Cloud work?
Amazon Marketing Cloud is designed to maintain end-customer privacy, so it only returns aggregate analytics. No individual user data is ever returned from the Amazon Marketing Cloud.
To protect customer privacy, all aggregations must contain a minimum of one hundred users. Advertisers cannot access Amazon Advertising event-level data directly. Aggregating over a minimum number of users gives advertisers significant, actionable reporting while maintaining end-customer privacy.
Amazon Marketing Cloud also lets marketers join advertiser data to Amazon events data, creating an even more robust opportunity for cross-channel analytics, as well as the option to enable custom attribution. Like user data, advertiser data is protected, meaning neither the advertiser nor Amazon can access each other’s event-level data.
Amazon Marketing Cloud’s top reporting abilities
AMC enables completely custom analytics based on advertisers’ campaign objectives, tactics, and channels. This includes custom reporting on event-level data, including traffic metrics and attribution data.
Some examples of how this data and reporting can be used include:
- Total reach and performance across channels, including
- Path-to-conversion analysis, including multiple attribution models and cross-campaign data aggregation
- Custom reporting beyond what’s currently available in Amazon DSP
- Custom attribution analysis to measure how different media channels impact audience discovery, research, and purchase behavior
- Enhanced audience insights to inform decisions about how, when, and where to best engage potential customers
All in all, Amazon Marketing Cloud offers reporting and analytics unique to each advertiser’s goals, channels, audience, and messaging. With AMC, advertisers can measure advertising performance impact across channels both on and off Amazon, creating a truly holistic reporting environment.
Is Amazon Marketing Cloud worth it?
The short answer: Yes.
AMC is a worthwhile tool for advertisers looking for more in-depth, actionable reporting across channels, especially as policies continue to be enforced on third-party cookies and other potential privacy concerns. One of AMC’s biggest benefits is that it is privacy-first by design and will provide insights across various ad platforms. Ultimately, this is going to be more user-friendly in the long-term.
“AMC gives brands the opportunity to develop a deeper understanding of how they’re engaging with audiences across Amazon platforms and devices today. At Tinuiti, we’ve seen the impact of using this data to supplement campaign planning and in-flight optimizations for our clients, and it’s a powerful asset to have. Data clean rooms, like AMC, will play an important role in helping brands navigate and succeed in a cookieless world so they need to begin familiarizing themselves with its capabilities today, and incorporate AMC into discussions regarding future data strategy as well.”
– David Weichel, VP, Product Development at Tinuiti
How to get started with Amazon Marketing Cloud
AMC is currently available in beta for eligible agencies and advertisers.