Amazon Ads revealed at THESE in Las Vegas which scores using its data clean room, Amazon Marketing Cloudcan now query up to five years of buying signals from the e-commerce giant for measurement use cases.
Amazon Marketing Cloud is Amazon’s privacy-compliant, cloud-based clean room that advertisers use to plan and measure ads. Previously, Amazon Marketing Cloud could only query 13 months of data. Expanded Buying Signal History in Amazon Marketing Cloud aims to help brands improve loyalty in key metrics like customer lifetime value and a metric called brand newcomer. This feature could be particularly important for advertisers who sell products with longer life cycles or seasonal products.
Brands that sell products across multiple related categories, such as laundry and home care products, can measure how customer lifetime value increases as people make purchases across product lines across a prolonged period.
Brand newcomer metric refers to the percentage of customers who purchase a brand for the first time during a specified period. The wider purchase history window helps brands with products like laptops, which are often purchased every three to five years, better measure their marketing tactics.
Longer lookback periods provide sellers of seasonal categories such as allergy medications, back-to-school products, holiday decorations, and lawn and garden supplies with multiple year-over-year comparisons.
Amazon Marketing Cloud’s five-year lookback is available in limited beta as part of Amazon Marketing Cloud’s Flexible Shopping Insights feature.
This announcement follows several updates to Amazon Marketing Cloud’s measurement and optimization capabilities that were revealed at the company’s showroom. unboxed 2024 event in October.
Amazon Marketing Cloud is playing an increasingly important role in Amazon’s ad money pitch. The e-commerce giant is touting the measurement tool as a way to prove its ads can drive more than just sales and also influence brand awareness and recall. Amazon Marketing Cloud is built on Amazon Web Services technology.
