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Amazon Marketing Cloud (AMC): A Powerful Clean Room Solution [Updated]

Blog  /  Amazon Marketing Cloud (AMC): A Powerful Clean Room Solution [Updated]

what is Amazon Marketing Cloud (AMC)

What is the Amazon Marketing Cloud (AMC)?

Amazon Marketing Cloud (AMC) is an advanced data analysis tool for advertisers on Amazon's platform. It provides a suite of APIs and interactive dashboards that present a broad and deep set of retail data in an easy-to-consume format.

This allows advertisers to make more informed decisions about their marketing strategies, based on real-time insights about customer behavior, product performance, and more.

Being a 'clean room' solution, AMC ensures that all data utilized is anonymized and aggregated, maintaining user privacy while still delivering valuable business insights.

When did Amazon Marketing Cloud come out?

Amazon Advertising kicked off 2021 by announcing the beta release of Amazon Marketing Cloud, a measurement and analytics solution designed to help marketers measure performance across different media channels.

Create clean rooms in minutes. Collaborate with your partners without sharing raw data

With the increasing competition in the online marketplace, businesses are constantly looking for ways to improve their marketing strategies and gain a competitive edge. One of the key challenges faced by marketers across multiple companies is how to effectively collaborate with partners without compromising sensitive data.

This is where Amazon Marketing Cloud (AMC) comes in as a powerful clean room solution. With AMC, businesses can create data clean rooms for first party data in minutes and securely share data with their partners without exposing any raw data.

What is a clean room?

A clean room in the context of data management and analytics is a secure, privacy-focused environment designed for the safe sharing and analysis of data between organizations without compromising the confidentiality of the underlying information.

This concept is particularly relevant in industries where data sensitivity and privacy regulations, such as GDPR in Europe or CCPA in California, dictate stringent data handling practices.

The clean room setup allows different parties to combine their datasets and perform joint analyses without actually sharing the raw data with each other. This is achieved through the use of advanced encryption techniques and data anonymization processes, ensuring that no party can access the other's sensitive or personally identifiable information (PII).

The environment provides a framework where insights, such as audience overlaps, customer behavior patterns, and other valuable analytics, can be derived without exposing the actual data, thus maintaining privacy and data security.

This approach is increasingly important in digital advertising, marketing strategies, and cross-company collaborations, where leveraging shared insights can significantly enhance campaign effectiveness and customer understanding while adhering to privacy laws and regulations.

Clean rooms facilitate these data collaborations, enabling companies to unlock the value of their collective data in a secure and compliant manner.

How does AMC help in creating clean rooms?

AMC provides businesses with a comprehensive set of tools and features to easily create and manage clean rooms. With just a few clicks, businesses can set up secure environments to collaborate with partners, without the need for any technical expertise.

AMC offers a variety of data sharing options, including secure APIs and data warehouses, making it easy for businesses to securely share data with their partners in real-time. This ensures that all parties have access to accurate and up-to-date information for effective decision-making.

What are the benefits of Amazon AMC?

Amazon AMC offers businesses a fast, secure, and user-friendly platform for data analysis and collaboration, enabling them to generate actionable insights, make informed strategic decisions, and enhance their competitive edge without compromising on data security.

1. Improved data privacy and security

One of the biggest advantages of using AMC's clean room solution is enhanced data privacy and security. With strict access controls, businesses can ensure that only authorized users have access to sensitive data in the clean room.

Moreover, with all data stored securely within the clean room environment, businesses can prevent any potential breaches underlying data, or leaks of sensitive information.

2. Seamless collaboration with partners

AMC's clean room solution enables businesses to seamlessly collaborate and share data with their partners. This allows for better communication, streamlined workflows, and improved decision-making processes.

With secure data sharing options, businesses can also securely analyze third party data to ensure that all parties have access to the same accurate and up-to-date information about business priorities, leading to more investment decisions and more effective partnerships.

3. Cost-effective solution

Creating and managing a clean rooms or a raw data clean room can be a complex and expensive process, requiring technical expertise development time and resources. However, with AMC's clean room solution, businesses can save time and resources by easily using secure data clean room and setting up secure environments without the need for any specialized skills or infrastructure.

This makes AMC's clean room solution a cost-effective option for businesses of all sizes, allowing them to focus on their top business priorities and core competencies while leveraging the benefits of a clean room.

Amazon Marketing Cloud's top reporting abilities

In addition to its clean room solution, AMC also offers top reporting custom analytics abilities for businesses to easily mine data sources, easily perform analytics and measure the effectiveness of their marketing and advertising campaigns. With comprehensive analytics and reporting tools, businesses can gain valuable insights into their performance metrics and make data-driven decisions.

Some of AMC's top reporting abilities include:

  • Multi-touch attribution: accurately attribute conversions to various touchpoints in the customer journey.
  • Cohort analysis: track customer behavior over time to identify trends and patterns.
  • Cross-channel reporting: measure performance across different advertising channels for a holistic view of marketing efforts.
  • Custom dashboards: create personalized dashboards with relevant metrics for easy monitoring and analysis.

How Advertisers are using Amazon Marketing Cloud today

Beta advertisers are harnessing the power of Amazon Marketing Cloud to gain valuable insights into media and. They can now delve deeper into their media campaign reach and frequency, identify the winning combination of marketing channels, and measure the overall impact of their media campaigns across the marketing funnel.

For instance, they often inquire about the synergistic effects of Streaming TV ads and display advertising on customer engagement within Amazon's store. With Amazon Marketing Cloud, they can conduct this analysis and receive comprehensive reports on key metrics such as median purchase rates and detail page views for audiences exposed to both types of Amazon ads, as opposed to those who only encountered Amazon display ads.

Getting Started with Amazon Marketing Cloud Account

Amazon Marketing Cloud (AMC) is a comprehensive platform company that offers a suite of tools and services to help businesses grow their online presence, increase brand awareness, and boost sales. With AMC, you can connect with customers across various channels and drive targeted campaigns to reach your business goals.

In this guide, we will walk you through the basics of getting started with Amazon Marketing Cloud and help you understand the different features and capabilities of the platform.

Setting Up Your Account

To get started with Amazon Marketing Cloud, you will need to set up an account. If you already have an Amazon.com account, you can use the same login credentials for AMC. Simply go to the AMC website and click on "Sign In" to get started. If you do not have an Amazon.com account, you will need to create one first before proceeding with AMC.

Once you have signed in, you will be prompted to create a new organization and provide basic information financial services company such as your organization name and contact details. This information is crucial as it will be used for billing purposes and other communication from AMC or other company.

Understanding the Dashboard

After setting up your account, you will be directed to the AMC dashboard. This is where you can access all the tools sponsored products and services offered by AMC.

The dashboard provides a high-level overview of your account's performance and key metrics such as campaign results, audience engagement, and website traffic. It also has quick links to create new campaigns, view reports, and manage settings.

Exploring the Features

Now that you have set up your account and familiarized yourself with the dashboard, it's time to explore the features of AMC. The platform offers various tools and services to help businesses of all sizes achieve their marketing goals. Some of the key features include:

  • Ad Campaign Creation: With AMC, you can create highly targeted ad campaigns across different channels such as Amazon.com, mobile apps, and third-party websites.
  • Audience Engagement: AMC offers tools to help you engage with your audience through email campaigns, social media marketing, and other channels.
  • Analytics and Reporting: The platform provides detailed analytics and reporting features to track the performance of your campaigns and gain insights into customer behavior.
  • Customer Relationship Management (CRM): With AMC's CRM capabilities, you can manage and organize your customer data, create targeted segments, and personalize your marketing efforts.
  • E-commerce Integration: AMC seamlessly integrates with Amazon's e-commerce platform to help you drive sales through promotions, discounts, and other tactics.

Getting Help

If at any point during your AMC journey, you encounter any problems or have questions regarding the platform, there are various resources available to help you. The AMC Help Center provides detailed guides and tutorials on how to use the platform's features. You can also reach out to customer support for further assistance.

Optimize marketing and advertising experiences with AMC

With its clean room solution and top reporting abilities, AMC offers businesses a powerful tool to optimize their marketing, media and advertising for relevant consumer experiences. By securely their campaigns live collaborating with partners and their customers and gaining valuable insights through data analysis, businesses can improve their strategies and stay ahead of the competition.

amazon-advertising-for-vendors

Conversion Rate Analysis by Ad Exposure Mix

AMC's conversion rate analysis by ad exposure mix allows businesses to track and analyze the impact of their advertising efforts on conversions. By analyzing the different combinations of ads that a customer is exposed to, businesses can gain valuable insights into which ads are most effective in driving conversions.

This can help businesses optimize their ad spending and improve ROI, as well as identify any gaps or opportunities in their advertising mix.

Improve Reporting and Measurement with Clean Room Insights

AMC's Clean Room Insights feature offers businesses a comprehensive reporting, analysis rules and measurement solution specifically designed for clean rooms. With customizable dashboards, real-time data syncing, and advanced analytics capabilities, clean rooms businesses can gain deeper insights into their data in a secure environment.

Moreover, by leveraging AMC's machine learning algorithms, businesses and advertising industry can identify patterns and trends in the data that may not be immediately apparent, leading to better decision-making and optimization of marketing efforts planned campaigns.

Privacy-safe Environment

Lastly, AMC's clean room solution provides a privacy-safe environment for businesses to collaborate securely analyze and share data with their partners. With strict compliance measures in place underlying data itself, including GDPR and CCPA regulations, businesses can ensure that all data is handled securely and responsibly within the clean room.

Why is AMC under-adopted?

Although AMC offers a range of powerful tools and features for businesses, it is still under-adopted by many. This can be attributed to various factors, including:

  • Lack of awareness: Many businesses may not be aware of the benefits and capabilities of AMC's clean room solution.
  • Complexity: Clean rooms can be complex to set up and manage, requiring technical expertise that businesses may not have.
  • Cost: Some businesses may see the cost of implementing AMC's clean room solution as a barrier.
  • Resistance to change: Adopting new technologies and processes can be challenging for some businesses, leading to reluctance in trying out new solutions like clean rooms.

Despite these challenges, it is important for businesses to recognize the value and benefits that AMC offers companies through its clean room solution and top reporting abilities. With data privacy and security becoming increasingly important to companies, leveraging AMC's tools can give businesses a competitive edge in the market. By embracing change and adopting new technologies, businesses can stay ahead of the curve and drive success in their marketing efforts with companies using AMC.

amazon-advertising-digital-marketing

Custom Audiences for Targeted Campaigns

One of AMC's key features is the company' ability to create custom audiences for highly targeted marketing campaigns for advertisers. By leveraging data from various other data sets and sources together, businesses and advertisers can build precise audience segments and deliver personalized ads that resonate with their customers.

By leveraging insights from their Amazon DSP and sponsored Amazon ads performance, a beauty brand is not only enhancing the effectiveness of their marketing efforts but also forging deeper connections with their target audience.

This ultimately leads to stronger customer relationships and greater loyalty. The brand carefully analyzes the impact of their investments across display, streaming TV ads, and sponsored Amazon ads campaigns to effectively achieve their business objectives.

Omni-channel impact analysis

AMC's omni-channel impact analysis allows businesses to measure the impact of their marketing efforts across multiple channels. By using both campaign planning and campaign measurement, and tracking customer behavior and engagement, businesses can gain insights into which channels are most effective in driving conversions and adjust their strategies accordingly.

Moreover, with AMC's e-commerce integration, businesses can also track the sales generated from each channel, giving them a holistic and comprehensive view of their marketing performance. This helps businesses optimize their spending and maximize ROI by focusing on the most impactful channels.

Subscription-based Amazon Marketing Cloud

In addition to the standard AMC package, Amazon also offers a subscription-based version of the platform. This option is ideal for businesses that require more advanced features such as cross-channel campaign management and advanced analytics.

With a subscription-based plan, you can access additional tools paid features and services not available in the standard package, including:

  • Programmatic Advertising: This feature allows you to automate your ad campaigns and target specific audiences based on their online behavior.
  • Omnichannel Analytics: With this feature, you can gain a holistic view of your customers' journey across different channels and devices.
  • Personalization: The subscription-based plan offers advanced personalization capabilities to create highly targeted and relevant marketing messages for your audience.
  • Customer Insights: This feature uses machine learning algorithms to analyze customer data and provide insights for better targeting and segmentation.

amazon-marketing-cloud-reporting

What data is available in AMC's subscription-based reports?

AMC's subscription-based reports provide a wealth of data to help you understand the performance and impact of your marketing campaigns. These reports offer insights into customer behavior, engagement, and conversion across different channels. Some of the key data points available in AMC's subscription-based reports include:

  • Impressions: This refers to the number of times an ad or promotion was displayed to potential customers.
  • Clicks: This measures the number of times customers clicked on your ad or promotion.
  • Conversions: This tracks the number of completed actions, such as a purchase or sign-up, resulting from your marketing efforts.
  • Cost Per Action (CPA): This shows how much you are spending for each conversion.
  • Return on Investment (ROI): This calculates the revenue generated from your campaigns in comparison to the amount spent.
  • Audience Demographics: AMC's reports also provide insights into the demographics of your audience, such as age, gender, location, and interests. This data can help you better target your marketing efforts.
  • Website Traffic: With AMC's integration with Amazon's e-commerce platform, you can track website traffic and see how it correlates to your marketing campaigns.

Amazon Marketing Cloud Summary

In summary, Amazon Marketing Cloud is a powerful and comprehensive solution for businesses looking to optimize their marketing efforts. With its clean room environment, custom audiences, omni-channel impact analysis, and advanced subscription-based features, AMC offers businesses a competitive edge in the ever-evolving digital landscape.

By leveraging AMC's broad set of tools and services, businesses can gain valuable insights into their customers' behavior and engagement, improve targeting and personalization, and maximize ROI. As the digital marketing landscape continues to evolve, investing in a platform like Amazon Marketing Cloud is crucial for businesses looking to stay ahead of the curve and drive success in their marketing efforts.

So what are you waiting for? Start leveraging AMC today and take your marketing game to the next level!

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Hey, we are beBOLD.   We are determined to make your Amazon & Walmart business grow.  Our only question is, will it be yours business?

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About Denny Smolinski

He is the CEO and founder of beBOLD Digital - A Full-Service Amazon and Walmart agency that focuses on Sustainable Growth and Profitability for Our Partners (clients).

Denny has been selling on Amazon since 2007 and has had to adapt for every change that Amazon has made along the way.   Amazon and Walmart are an ever changing environment and Denny has his beBOLD team ready to handle any and every challenge.

Is your brand having challenges with growth, profitability, advertising, reporting etc - If yes, please contact us today!

Contact Us Today!

Do you want more growth?

Hey, we are beBOLD.   We are determined to make your Amazon & Walmart business grow.  Our only question is, will it be yours business?

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