How to Maximize Reach & Drive Momentum by Leveraging Amazon Marketing Cloud

Mar 16, 2022 1:30 pm2:30 PM EST

Request The Full Recording

Key Discussion Takeaways

Are you an eCommerce brand looking to serve the right products to your consumer at the right time,  but you’re not sure how? What options are available if you’ve exhausted your efforts across display advertising? Understanding and measuring the data across multiple platforms that drive consumers to engage and purchase have been a struggle — until now.

The Amazon Marketing Cloud provides unique access to data that measures and attributes ad spend to customer acquisition, cost, overlap, impact, and the lifetime value of a customer. So, how do you carry out this in-depth data analysis? What steps can your brand take to increase visibility and boost product performance across digital shelves?

In this virtual event, Tiffany Serbus-Gustaveson sits down with Gloria Steiner, Customer Success and Business Intelligence Team Lead at Perpetua, to explain the power of examining data pulled from the Amazon Marketing Cloud. They discuss optimizing your ads to appear at the right time and place along the customer journey, the benefit of overlapping display and video advertisements, and understanding the competitive advantage of your ad spend dollars.

Here’s a glimpse of what you’ll learn:

  • Gloria Steiner introduces Perpetua and defines the role of the Amazon Marketing Cloud
  • How Amazon Marketing Cloud data is used to follow the consumer journey
  • The benefits of displaying a video advertisement for your products
  • How can you measure the customer acquisition, cost, and lifetime value of a customer?
  • Understanding the effectiveness of your ad spend dollars
  • Creating a broader audience based on the Amazon Marketing Cloud
  • Why you should be using a DSP account manager
Request The Full Recording

Event Partners

Guest Speakers

Gloria Steiner

Customer Success & Business Intelligence Team Lead at Perpetua

Gloria Steiner is the Customer Success and Business Intelligence Team Lead at Perpetua, an AI-powered advertising service for eCommerce. With years of experience with data analytics, she has served as a Growth Marketing and Data Analytics Consultant at Mammoth Growth as well as an International Investments and Portfolio Management Analyst for Choice Hotels International. She graduated from EHL with a bachelor’s degree in hospitality administration and management.

Tiffany Serbus-Gustaveson

Senior Digital Strategist at BWG Connect

BWG Connect provides executive strategy & networking sessions that help brands from any industry with their overall business planning and execution. BWG has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

Event Moderator

Gloria Steiner

Customer Success & Business Intelligence Team Lead at Perpetua

Gloria Steiner is the Customer Success and Business Intelligence Team Lead at Perpetua, an AI-powered advertising service for eCommerce. With years of experience with data analytics, she has served as a Growth Marketing and Data Analytics Consultant at Mammoth Growth as well as an International Investments and Portfolio Management Analyst for Choice Hotels International. She graduated from EHL with a bachelor’s degree in hospitality administration and management.

Tiffany Serbus-Gustaveson

Senior Digital Strategist at BWG Connect

BWG Connect provides executive strategy & networking sessions that help brands from any industry with their overall business planning and execution. BWG has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

Request the Full Recording

Please enter your information to request a copy of the post-event written summary or recording!

Discussion Transcription

Tiffany Serbus-Gustaveson  0:19  

Happy Wednesday to all thank you for joining. I am Tiffany Serbus-Gustaveson digital strategist here at BWG Connect and we are a network and knowledge sharing group is what we do we stay on top of the latest trends, challenges, whatever it is that shaping the digital landscape. We're on track to do at least 500 of these virtual events this year due to the increase in demand better understand everything digital, and we'll be doing at least 100 in person small format dinners. So if you happen to be in a tier one city, feel free to shoot us an email, we'll send you an invite, these dinners are typically 15 to 20 people having a discussion around a specific digital topic. It's from these conversations that we generate topic ideas. And it's also where we gain our resident experts such as Perpetua who's here today. Anybody that we asked to teach the collective team has come highly recommended from multiple brands. So if you're ever in need of any recommendations on anything digital, feel free to contact me and we can put some time on the calendar. My email is Tiffany tiffany@bwgconnect.com. And I can provide you a short list of the best of the best within the industry. But I also know a lot of people are hiring right now. So do note that we have a talent agency that we'd be happy to put you in contact with as well as BWG Talents. A few housekeeping items. We want this to be as interactive conversational as possible. So feel free to put your questions into the chat bar. If you feel more comfortable, you can email me Tiffany Tiffany@bwgconnect.com And we'll make sure to get to them. And also note that since we started about three to four minutes after the hour, we will wrap up at least five minutes before the end of the hour to give you ample time to get to your next meeting. So with that, let's rock and roll and start to learn how to maximize reach and drive and momentum by leveraging Amazon Marketing Cloud. The team of Perpetua have been great friends and partners of the network. I will kick it off to you, Gloria, if you can give a brief introduction about yourself, and we will dive into the information.

Gloria Steiner  2:17  

Thank you. Definitely. Thank you, Tiffany. Hi, everyone. So yeah, I am Gloria. I lead the portion of the customer success team here Perpetua and the Business Intelligence Team. And so the Business Intelligence Team is definitely very focused on AMC and it's very data related. And I've been working on Amazon Marketing Cloud or AMC for around two years now. And and seen it grow immensely over the years. So I'm really excited to share its progress and what it really means for your Amazon advertising strategy. And Perpetua. We optimize ads online. So whether that be Amazon Instacart, Walmart, Target, and this will be very specific to kind of your Amazon advertising strategy. Alright, so I'm gonna kick it off with just an overview of what I'm really speaking about today. So first of all, what is Amazon Marketing Cloud or AMC? How it can help? Like how the data can help you in your Amazon advertising strategy? How are the big brands and sellers using it to optimize performance and allocate budget? Why will you need to rely on AMC top optimize your business? How you can extract insights from AMC? And then what can you expect from it in the future? Alright, so I'm going to kick it off with what is AMC. So it's definitely a bit of a confusing topic. And there's a lot of questions around it. But, um, I like to use this as a starter because it's pretty funny. Back in 2019, there was this article released, Amazon is testing a clean room service giving advertisers access to new datasets. And I really like it like, wow, that's a clean room. But a clean room basically, is something held by these larger companies, such as Google, Facebook, and now Amazon. It holds data on customer level or user level events data. So we can see basically Amazon more Amazon data on the user event level. And then you can also upload customer own data. So your own like DTC data or third party datasets into this cleanroom. So it's basically like this, hosted by Amazon in the cloud, and then extract insights from it. So Amazon giving us way more detailed, granular information. So going into that a little bit more technically. So Amazon Marketing Cloud is a dedicated cloud based environment so data clear Built on AWS, and the positives and capabilities. So again, you get that customer level data, which I'll go into a little bit more afterward. And what that looks like. We can see cross ad unit data, meaning on that customer level data we can see sponsored, product sponsored, display sponsored brand, DSP Ott, so everything across all your ad units, and unlocks attribution potential, because we get to see all of those overlaps. And there's a future capability to really build custom audiences based off of this. Some concerns in hold back. So they because this is very user level granular information, we to aggregate the data and be able to really, you can't see like a very specific user exactly what they did. Because of privacy controls, we need to aggregate that data and make sure X amount of users did a certain thing to get data, the insights back. And access and extraction is time and resources intensive. And I'll go that into that a little bit later. And one other hold back is that it can be combined with other clean rooms, such as Google or Facebook. But we can upload you know, other kind of first party data such as your DTC data. So giving you a little bit more color into like, actually what the data looks like. So we can really see multi touch attribution when I see when I say customer or user level event data, I mean, on Amazon, if you have a full funnel strategy, meaning you're running DSP ads, a video ad Ott, and sponsored product ads, for instance, I can now see, let's say I'm cruising at 9am, I'm going on IMDb, I get display ad from which is powered by Amazon DSP, the demand side platform, I get a display ad I you that ad, I don't click into it yet. I'm not that, you know, not that intrigued yet. But then I watched some amazon prime at 11am, I see a commercial for that exact product. And that's also powered by DSP. So I view that commercial. And then at 3pm, I go on amazon.com. And I actually want to purchase the product. So I searched up, let's say the brand name, I click on the sponsored product ad. And then if purchased the product, I can with AMC, with AMS on marketing cloud, I can actually see if that user went through that entire journey. And now I can attribute all of these different ad dollars that I put into my display, my Ott, sorry, DSP OTT and my sponsored products back to that purchase. So we've never been able to do that before because we can never see every single touch point in the user journey. But now I can and I can attribute every single dollar I've poured into these campaigns back to that purchase. Usually, we only have like that last clip or last impression data. But that's not giving us full visibility into the whole journey.

Tiffany Serbus-Gustaveson  8:09  

This is a very big rollout. This is a big deal. In the

Gloria Steiner  8:13  

Amazon world. Yeah, we'll never be able to get this data anywhere else. Basically, they hold that data. And this is the way that they're they're getting giving it to us for sure. So how can AMC data help you in your Amazon advertising strategy? So as I mentioned before, you're able to really see all those touch points. And so if you've ever asked yourself, where do users who are influenced at this level, so saying the awareness and consideration, placement in the funnel actually purchase so you know, I'm putting a lot of money into my top of funnel or video campaigns trying to get new customers. So I'm really just giving up trying to get a new broader audience into my into my brand. Where do they actually purchase? Do they purchase? Where do they drop off? What ads do they see before they purchase? What campaign did they purchase from I can now follow that entire journey down the funnel and really see where my ad dollars are being valued. And so how much of an influence did my lower my bottom of funnel campaign so sponsored products sponsored brands, etc. Have on the actual purchase? So Are Are those really effective? And should I be putting more money into certain sponsored product campaigns because the OTT viewers are going to that sponsored product campaign to purchase these are all questions that I can answer with AMC directly. And without that visibility you are kind of making blinded decisions without without that data. Also extremely exciting is that you can measure your advertising dollars at a user level so a lot of people in marketing they use cap they use out CV. And these were never, we would never be able to model these numbers without AMC, because you don't have that user level information again. So we can really attribute a customer acquisition cost here, because we have spent from every single touch point in their journey now, and we can measure the every acquired customer, that's new to brand. With, you know, obviously, it's gonna be higher with the video ads, etc. But we can really value that back and say, Hey, our video ad really is working. Even though it's a bit of a higher customer acquisition costs, that's okay to me. But we can see, we can now value that. And we can also value the customer lifetime value over the years and see how, you know, how valuable are certain campaigns and bringing a longer LTV. So things like that? And even add frequency buckets? Like how many times am I showing a user an ad? And is that valuable? Or am I showing them too many ads, and we can really cap kind of their journey and see if we're just over influencing them or should be putting more frequency restrictions on certain DSP campaigns, etc.

Tiffany Serbus-Gustaveson  11:13  

And just to put in perspective, what are the current metrics that a typical brand on Amazon has access to right now.

Gloria Steiner  11:22  

Um, so you kind of have the typical run in a million sales, then impressions, clicks, conversions, all those typical numbers, and then you can extract your own insights. But this is there's nothing overlapping here. That's the problem. So you have all those metrics, per per ad units. So for like, DSP for sponsored product for your OTT campaign, but never ever, can I say, can those overlap? Or can I attribute those to other kind of ad efforts. So that's the issue here. My

Tiffany Serbus-Gustaveson  12:02  

personal experience when I worked on Amazon, selling ceiling fans, that we only had a 90 day window, to look at our data. And then we realized that 50% of the customers took 90 plus days to purchase a ceiling fan, because there's a lot of measurement involved, there might be a home renovation. So we couldn't even see that data, of 50% of our customers have like when they actually purchased the ceiling fan, because it just fell off. And we didn't have access to it. So something like this would be a game changer in that respect.

Gloria Steiner  12:37  

Definitely, yeah, opens up a lot more, more data. And that is the problem that a lot of advertisers have this. Is my ad really working. And I can't tell them to be blind, because I don't know if they're going to purchase later down the road. And they might, but we don't know. So it's very interesting. Very exciting. Yeah, I can share some actual examples kind of numbers, or what kind of like actual numbers can we get here. So one of the metrics that our customers really like to see and really can value some some ad dollars here is overlap data. So basically, OTT ad is a video ad. And if I'm a brand, that's usually you know, if I've maximized my my efforts across all other ad units, kind of a last resort to get more heat, like a much larger audience, a new audience is running a video ad, but they're quite skeptical running that video ad because they're just not sure if down the road people are actually going to purchase were they influenced by the video or not. And you don't really see that attribution. But with AMC, we are able to attribute it back to the video. So for instance, I can see if the users x more times likely to purchase from a sponsored product ad after viewing an OTT ad versus only viewing a sponsored product ad. So here a user, for example, is 1.9 times more likely to purchase after viewing both ads. So without being influenced by the OTT ad, you're less likely to purchase on that sponsored product ad. So it's really showing the effectiveness of viewing that video and then going on amazon.com and purchasing the product. And we can see that overlap. Go ahead.

Tiffany Serbus-Gustaveson  14:28  

I had a question come in about do you have to spend DSP or OTT to be able to get access to this data?

Gloria Steiner  14:37  

That's a good question. Um, so right now you don't but um, there would be actually be no purpose of unlocking MC if you're not having if you don't have a full finance strategy yet. Right now, we only have sponsored product data NAMC. Thus, you would only be able to see your sponsor product data. And that's not as as useful right now, they are going to unlock sponsor brand and sponsor display this year, which is really exciting. And then it will be much more useful for that advertiser. But right now it's impactful this is really viewing that that overlap of your full funnel strategy and looking at the user events throughout that funnel. So I would say hold off on on getting into AMC until the other ad units are available, if you're only going to run sponsored product for now, or sponsored ads.

Tiffany Serbus-Gustaveson  15:30  

And then OTT is over the top.

Gloria Steiner  15:33  

Yes, over the top advertising, so any kind of like video, it was fine, those kind of things. And, and so yeah, we're able to see other overlap data such as display how to display and sponsor products work together, usually there they go really hand in hand, that you're, you're much more likely to buy off a sponsor product from a sponsored product ad if you've seen a display ad, because they're kind of everywhere littered around the internet. And so you're very heavily influenced by those ads. And then also seeing OTT and display overlap. So just give you a color like these, this, these insights are going to be available in our app directly, which is really exciting. So showing you a screenshot kind of of what's going to be available. So the federal has its own app and unlocking insights in that app. And we'll have that really ingrained into our into our app and just our efforts, unlocking that for the industry is really, really exciting for us and deciding kind of what to show. So you have these insights directly there. Another really cool metric that we're playing around with this customer retention. So saying, let's say for example, in February, I had 5000, you know, customers purchase in that month, and the second month of those 500 customers, I had 30% of them repurchase my product. And it's super interesting to see the retention of the you know your customers and when you can possibly retarget them with your DSP ads, we engage them, ensuring that you're you have that retention and that lifecycle with your customers. So this has been unlocked as well by AMC. Awesome.

Tiffany Serbus-Gustaveson  17:15  

And just a reminder, anybody that has any questions, comments, feel free to put them in the chat or send me an email.

Gloria Steiner  17:23  

I love questions, so anything and everything. And and then as mentioned before CAC, so customer acquisition, cost, lifetime value of a customer, all these metrics will now be available. And we can calculate that on a campaign level or tactic level meaning bottom of funnel, middle funnel, kind of ad tactics. And we can attribute that back to very specific campaigns or tactics. That's really exciting too. Okay, and so how are the big brands and sellers using AMC to optimize performance and allocate budget? And so with this question, I kind of wanted to use a an example. So I picked fizzy drinks, I've made it up. So don't try to look it up. But I love a good fizzy drink, why not. But I want to show kind of the thinking of when to use AMC in your in your journey. And when it would really come into play. So let's say fizzy drink started with a direct to consumer website to sell their fizzy drinks product. You know, it's it's hard to engage new customers from just having a direct to consumer website. And how do you get your name out there? And is kind of a question that many sellers have. So that's when they began selling on amazon.com. And you start to promote your product, get reviews, build it up, build up your brand name a little bit more. And they started powering their growth on amazon.com with sponsored products, sponsored brands and sponsored display ads. And then at that point, you max out your efficiency on those sponsored ads. You know, you've maxed out your keywords, it's getting really competitive, and you need to look elsewhere for those new customers. And that's where they launched display ads. So with the the Amazon demand side platform, so there you can advertise on and off of Amazon, and then bring those customers back to Amazon to purchase your product. And then you know once you've launched those, the next kind of step that fizzy drink brand would have is to think about launching that video ad I mentioned before, but they were unsure of how would really impact customers to purchase on Amazon. So how do we connect all the dots between these ads and show true impact and that's where the Amazon Marketing Cloud exactly would come into play. So here if that they launched all those ad units again, you can see if a user's more likely to purchase after viewing that video ad how Any new brand customers they got from launching that video ad? And where did they purchase. And so as you're going to see the impact of launching that that video and getting new brand customers, you can even see things like if a user is more likely to purchase more products after viewing a video ad, or a video and display ad, versus just, you know, clicking a sponsored product ads so with our user actual metrics that we use for a brand, but with our analysis, where we saw that your users more likely to purchase more products after viewing, you know, TT ad. And we can even see exactly what what product they purchased after viewing the OTT ad. And with one customer, we saw that there was one product that was purchased way more than other products. So they launched a specific OTT ad just for that product. And so really launched their strategy just to invest more in that bottom because there was a lot of traction from from that.

Tiffany Serbus-Gustaveson  21:00  

That video. So how would a brand upload their DTC data to AMC? But does that that's

Gloria Steiner  21:09  

a fantastic question. Yeah, that leads me into this one. So it's really interesting that you can you can upload your DDC data because you can see if you're running, you know, an OTT campaign to do customers go to your website and search your website and then purchase, or do they go to amazon.com and purchase. And so we can see that if you upload your DTC data. And so it's extremely so what I want to clarify here is that when you upload your duties, or when we we would upload it on behalf of you just because it's very complicated process to do, and to get it into AMC. But basically, when it is uploaded is extremely privacy friendly. So Amazon will not be able to even touch that data. It's only me who you have told that I can access that data and query it. And obviously yourself was access to the your AMC entity, but Amazon cannot access that data at all, and they cannot use it in any shape or form. So what would happen is that you would kind of you download your your own data, what we would do is hash, any user any kind of privacy. Privacy, like your email, the customer, where they live, things like that. It's called hashing. And what hashing does is kind of translate that into a very long string of like numbers and letters to then match up to the Amazon data. So they use the same kind of hashing technique. And when you hash an email, it will no longer show that email. So it's kind of anonymized. And we can't know the email that will never be shared to anyone else. And then we can share that hash with with Amazon data and see the overlap. And when will this be accessible to brands? Having access to Yeah, it's accessible now. And so if you are interested out, I'll tell you a little bit more about the process of how we extract insights and such later in my presentation. But if you are interested in in working on MC with us, and to extract insights, then I'm happy to speak to you and I can show you some reports that we've given to customers. It's especially specifically really interesting to customers who are running this top of funnel and OTT ads right now, to see that that impact, but it is ready. And they're growing. So might as well start early.

Tiffany Serbus-Gustaveson  23:46  

I'm sure it is like

Gloria Steiner  23:49  

Yes. And another metric I just want to display that you can see is frequency data. So how often do you show an advertisement to a customer? Or they purchase for instance? Or how how often are you showing new advertisements to customers. So this is an example of new impressions over time. So sometimes when you just launch your ads, you get a lot of new impressions to for new users, and over time that can definitely dwindle. So showing kind of your advertising efforts over time and how many new customers you're getting and new eyeballs is really interesting and kind of thinking of like what strategy should I implement next? Should I launch a different kind of campaign should I refresh the audience's I'm targeting so it's more more insights into that as well. And so this is really important topic. Why will you need to rely on AMC optimize your business and it's because you know, the world is going calculus cookieless and it will be much much harder to attribute your ad dollars back so to your efforts, and with first party data uploads and Amazon and Locke AMC for us, we can definitely attribute advertising spend to customer acquisition, lifetime value, retention, overlap, impact, and create optimization techniques. So as we're going cook list, it's gonna be harder to get data on customers and customer journeys and touchpoints. And so Amazon will hold this information forever. And we're able to access that, that and that's really why they're ramping this up now. And it's good to get to get in early, definitely. So attribution is needed for your business, you need to know how effective your ad dollars are being spent. So AMC is the only way to do this in the world of Amazon data. And so how can you get insights from AMC. And so how you actually extract insights is a little bit more, I guess, on a data scientist kind of side. So our business intelligence team we are, we write queries, basically. So this would be a query that we submit to the AMC entity that we have access to. And so we need to create these queries because everything has to be aggregated. And like we can't see you can't actually just download all the data and then analyze it because that would be looking into data on that that user like very granular user level data, but we need to aggregate it first because of those privacy thresholds. So we need to create these queries, the minutes fancy entity, and then retrieve the results that then we can show to the customers. And that's where expertise really comes in. Because we've been working on EMC for two years. And we're creating these these queries over time. And we've already kind of become experts on the field, to to show these insights to customers. So if you wanted to do this by yourself, you would need to get an AMC entity, you work Amazon, get a data science team, get them to write queries and then extract the insights are more complicated. They always make it complicated. Easy with a well, especially with a topic like this, when it's like around users and privacy. And so to partner access, Amazon does require a very large amount of spend per year. So one 50 million across display and sponsored ads to get insights for customers. That Perpetua we have our own agency entity, and we really want to work with you to be able to attribute your your spend, to yet to get insights. So please do reach out to us, if you're interested in running report from AMC are getting more insights, they're

Tiffany Serbus-Gustaveson  27:49  

able to hit that 15 million with spend. does Amazon charge on top of that?

Gloria Steiner  27:56  

No, they don't. Yeah, you will get those insights, definitely from them. And, and why use Perpetua. So again, professional careers, proprietary queries, so we actually have queries that Amazon can't even access because those are our queries. And so they can't see what we're running, they can't see our queries, they can't see anything that we're actually extracting. So everything is very, very siloed. And so these are very provided to us. And we can extract unique and impactful insights for your company. So our team, my team are experts in working with AMC data and constantly exploring new ways to create insights for the clients and industry. So types of services examples, we can create a report for us, it's around, we have a nice like 10 page plus report always growing, to show you the value. And we can always run that once your account is connected. We can create customized queries. So if you have ideas, you know, whatever explaining if you have ideas of what you want to see in the future or any kind of specific insights, we can work on that with you. And then in the Perpetua apps, we're building out insights directly in the app that you can access. So that'd be really exciting that you can just kind of create your account and then get you inside through there. We also want to be kind of unique and firstly industry and we publish this great q4 2021 benchmark report just with AMC data, which is the first in its industry so here for example is really interesting what you were saying actually, definitely of when people purchase so for sponsored product we can see that most people purchase and two hours after engaging with a sponsored product and because that's very low funnel, but after review, viewing an odd ad so a video ad you're more likely to purchase way later in your journey so we can see three to 14 days after viewing that ad and we can really attribute when they purchase After viewing or engaging with the ad. So what can you expect from AMC in the future, as I mentioned, will more data, obviously, but sponsor brand data sponsor display data, so we can really see overlap over the entire funnel, and seismic ads with data and third party datasets. And so that'll be released this year by Amazon. So we're able to upload more data and be able to create more audiences based off this external data as well.

Tiffany Serbus-Gustaveson  30:34  

Awesome. Emily has any questions, comments, feel free to put them in the chat? I'm curious about when you take the data, then you're obviously able to make beautiful visuals, listening to it to make it more digestible

Gloria Steiner  30:49  

personally, so we don't even we don't just, you know, send you the data and say, good luck. extract your own analysis? No, we we actually work with the client, we want to present it, we want to make it digestible, we want to have takeaways as well. So how do you get this data? You know, when you visualize it, what do you do afterward with it? And what are the next steps? And what should you be doing, we really work with you to extract insights and analysis from it, and be able to optimize your campaigns with that data? Definitely.

Tiffany Serbus-Gustaveson  31:22  

And if you are going to start on this path and partner with somebody like Perpetua? Are you able to get all of the legacy data from when you first started with Amazon? Or does it start at the date that you start this partnership?

Gloria Steiner  31:39  

That's a great question. So actually, um, as you know, typical Amazon, they don't just give us everything we want. So when you when we're, you're ready to connect your account, we go through the process of connecting it with Amazon. And from that day, we get 30 days of back filled data only 30. And then from that day forward, obviously, it's aggregated. But it is just a 30 day fresh threshold right now.

Tiffany Serbus-Gustaveson  32:06  

Does this open up to the opportunity for a party?

Gloria Steiner  32:10  

Um, interestingly, yes, yes, it does. We do have hourly data, which is really interesting. But Amazon is actually working on their own, like a different API just for hourly data, which is gonna be much, much more granular than what we can give you from AMC. So technically, we can give you hourly inside data. But, again, Amazon, we're working with Amazon's API, new API to get hourly data on a lot of different keywords and clicks and conversions. And thus, that will open a much larger opportunity for day parting and more granular. Awesome.

Tiffany Serbus-Gustaveson  32:51  

Question comments, please put them in the chat. What does this look like for implementation? How fast can you turn around this?

Gloria Steiner  32:59  

Pretty quickly? Um, so our team is dedicated to this. And so once we, you know, we hop on a call and discuss what you're looking for I and I get all the information to connect your account, I send that to Amazon, it can be connected in that in a few days. And then we can create a report within one to two weeks an initial report and review with you and yeah, so I would say about three weeks timeline,

Tiffany Serbus-Gustaveson  33:26  

two weeks, and then who are the key stakeholders that should be involved in the process? And the brands?

Gloria Steiner  33:33  

That's a good question, I would definitely you know, if you have a DSP account manager, if you're not using us to manage your DSP campaigns or anything, definitely the DSP account manager so we can optimize your campaigns better talk about what's working and what's not. And whether your campaigns are really doing what they should be doing down though down the road, in the customer journey. And your even your marketing team would be quite interested because they usually they look at the CAC in the LTV. So marketing teams might be really interested in getting those insights. And then even kind of your sponsored ad manager, if we're looking at what lower funnel campaigns are working and what's not. And where we should be pushing more ad dollars towards, I think those three stakeholders would be really interesting to speak to well.

Tiffany Serbus-Gustaveson  34:23  

So thinking about this on top of Amazon Web Services, and then there's a lot of talk about CDP's customer database platforms. This essentially opened up that world of having an Amazon CDP.

Gloria Steiner  34:41  

So yeah, I would definitely say so. It's, yeah, it's um, I would say it acts like a CDP on Amazon, although it's harder to just extract and push the data to where you want it to go. And that's kind of where you have to model the data within the CDP versus push it like getting it and then pushing it somewhere else, you can't just push all the data to your warehouse or your own kind of database. So we'll have to model the data within that CDP and then extract insights from it. That's the only kind of major difference I would say.

Tiffany Serbus-Gustaveson  35:23  

So looking at, like the opportunities here, one I see is expanding your audience. So being able to really understand your recipe for success, because you have the data now and getting incremental revenue because of that. And then my second thought is like this holistic view of Amazon, like now you can really see where your Amazon spend is being utilized, and what's working and what's not. Yeah. And then

Gloria Steiner  35:54  

I would add to that, also on that, I guess, something I didn't really touch on much in the presentation, but we can actually model in the future audiences based on this. So on the DSP, our account managers can basically target certain audiences. So I can target audiences who have seen my product page before but never purchased. And you can retarget those customers. And with AMC, we can actually do a lot more or a lot more granular audiences. Okay, they viewed, I can create an audience that has viewed an OTT ad than a sponsored product ad. And then they didn't purchase that we target those customers with this type of ad. So it's unlocking more granular audiences that we can target and possibly create some kind of, you know, algorithm to create more audiences and target those. So it does unlock a lot of potential there as well.

Tiffany Serbus-Gustaveson  36:48  

So audiences, and then also the phases, like your earlier slide of, you know, what phase does it make more sense to invest in and maybe win back from based on the data, the top of the funnel or towards the end?

Gloria Steiner  37:03  

So it's pretty impactful data? Yeah, definitely. A lot of people invest a lot of money in the top of funnel and MTD ads, but just don't know if it's working. And that's, that's the most frustrating part. And it's just really that visibility into where are they going? Where are they dropping off? And am I targeting the right audience?

Tiffany Serbus-Gustaveson  37:27  

Well, anything else that you would add as key takeaways?

Gloria Steiner  37:32  

Um, I think I covered most indicators, just that it will become something that's essential to your strategy. At some point, I'm sure your marketing teams are already asking you for CAC and LTV numbers from Amazon, but you can't give it to them. Now you can. And it will become much more expensive. And so I would really urge you to get started today to try to get engaged with AMC and understand it. And then you will definitely be ahead of the of a crowd to begin now.

Tiffany Serbus-Gustaveson  38:02  

Especially with the changes that are happening be referred to the cookieless world, which will be next year. I can only expect that then they'll be this like run to change because now we're forced to change and then it will bottleneck and then there'll be this waiting list with Amazon and we've all know Bill CMS and felt the pain points there. Another thing to consider.

Gloria Steiner  38:25  

Yeah, they're they're tripling down on their teams. They're I think in the past six months, they've just seen so much demand already from MC so they're growing their teams a lot there to really support the growth of it and and just getting up to speed. So hopefully, yeah, 2023 will be a very big year. For them,

Tiffany Serbus-Gustaveson  38:48  

I can guarantee you that for sure. doubling down on digital. Yeah. Well, awesome. Thank you so much Gloria, we definitely recommend anybody to have a follow up call with the Perpetua team will be definitely worth your time. And we'd love to have a conversation with you as well. That's how we get the topics for future events. So feel free to email me at Tiffany tiffany@bwgconnect.com we can put some time on the calendar. With that. Thank you again for the information. Thank you all for who attended and we will see you on the next events.

Read More
Read Less

What is BWG Connect?

BWG Connect provides executive strategy & networking sessions that help brands from any industry with their overall business planning and execution. BWG has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.
envelopeusercartphone-handsetcrossmenu linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram