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Measuring Marketing Incrementality and Budget Optimization: Michael Kaminsky, Founder of Recast

Better Advertising with BTR Media

CHAPTER

Analyzing Incrementality in Amazon Advertising

The chapter explores the concept of Amazon Marketing Cloud (AMC) and its significance in assessing the incrementality of Amazon advertising across different ad types. It emphasizes the need for tracking clicks to measure the impact on sales and discusses the use of experimentation tools like lift experiments to gauge the true incremental effect of advertising spend on platforms like Amazon.

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