Amazon Marketing Cloud - Episode 242
INTERVIEW WITH ROSS WALKER
DESCRIPTION
In today’s podcast, Kiri and Ross give their first thoughts about Amazon Marketing Cloud, a new tool, which was introduced by Amazon recently.
Make sure you tune in to find out more!
Ross Walker is a Senior Advertising Manager at Bobsled, an Acadia Company. Ross has been a long-time contributor to the podcast and has been in the digital marketing industry for 6 years with a focus on Amazon Advertising for the last 5 years.
“As an advertiser, being able to look in and, sort of see how the plumbing of advertising works and how all of Amazon’s advertising services are connected, is very valuable.”
KEY TAKEAWAYS
Ross explains why he is excited about the new tool by Amazon - Amazon Marketing Cloud and what its limitations are.
Still not close to the core database but you can ask very exciting questions, for example, “How are DSP ads really contributing to the customer journey?”
Another query that AMC opened up is the metric "new to brand", which was not available to everyone, and with AMC you get to see your entire set of customers who are new to the brand, which is really exciting.
You've never been able to link campaigns to your overall business. With AMC you get to unite the data a little bit.
You can track traffic to the website and see how conversions work. That's where AMC unifies the impact of advertising on your DTC business.
AMC unlocks how your advertising is impacting your in-store sale which is bridging the digital and real world. Grocery sellers want to know the in-store performance, which Walmart does quite well and now Amazon is offering a competing offering.
The platform Twitch is so much more than game streaming. Amazon purchased it a while ago, and only recently did they start layering placements for sponsored display, and that's the first place where Amazon started using that media for advertising.
It's undetermined yet if AMC can help with other branding initiatives off Amazon. Only advertising-related products are included in the marketing cloud and it makes sense.
It's difficult to get access to AMC. You have to have a registered brand, advertising entity, sponsored product entity, and DSP entity as well. From what Ross has seen so far, brands don't have a clear way to get access to this data, unless they have an agency like Bobsled to help.
MENTIONED IN THIS EPISODE
Connect with Kiri Masters
Connect with Ross Walker
Learn more about Bobsled Marketing, an Acadia Company
