Clean Rooms & Amazon Marketing Cloud with Flywheel's Keerat Sharma
Jul 8, 2023
40:45
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Quick takeaways
Clean rooms in AMC facilitate data mingling between retailers and brands, enhancing collaboration.
AMC empowers brands to define custom success metrics for sustainable customer acquisition and retention strategies.
Deep dives
AMC as a Research Bed for Iterative Learning
Amazon Marketing Cloud (AMC) serves as a research bed for lean clients to iterate and learn from mistakes, refining actionable solutions for advertisers. These insights can be scaled to inform broader strategies and future client campaigns, enhancing overall campaign effectiveness through data-driven adjustments.
Leveraging AMC Insights for Tailored Metrics
AMC enables the invention of customized metrics aligned with individual client goals, especially crucial for consumer packaged goods (CPG) clients aiming for sustainable customer acquisition and retention. By defining success metrics beyond initial return on ad spend (ROAS), brands can measure the long-term value of customer purchases and optimize advertising investments accordingly.
Artificial Intelligence in Content Creation and Improvement
Essential Digital Commerce utilizes artificial intelligence (AI) for language-focused content optimization, primarily enhancing product detail pages (PDPs). By leveraging AI to generate tailored, brand-specific messaging, brands can enhance their content strategies to drive engagement and conversion.
Starting with AMC for Marketers
Brands interested in leveraging Amazon Marketing Cloud should dive in by utilizing internal data analysts familiar with SQL interfaces or partnering with external experts. Engaging with AMC offers immediate access to rich insights for optimizing campaign performance and refining advertising strategies for enhanced brand growth.
Keerat answers these questions: 1) What is a clean room and why is it considered a powerful mechanism for the mingling of data sets between retailers and brands? 2) What are the key features and capabilities of a clean room, like Amazon Marketing Cloud? 3) Some folks say that clean rooms will federate and finally provide a way to measure across all walled gardens. Is this true? 4) What tools and resources are available for campaign management within Amazon Marketing Cloud? 5) How are you building out solutions at Ascential that support your brand clients? What are the primary use cases that your team is supporting for enablement? 6) How would you recommend that brands not already leveraging AMC to start getting engaged in this platform?
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