All right Uh Can everybody hear me Please raise your hands if you can hear me and

if you cannot hear me that's a problem please help your neighbors Your headphones should be on

and to channel zero and you can turn off turn up the volume a bit if I'm not loud

enough for you All right Um So let's start Uh Hello everybody I'm Philip from Hamburg

Media School and I'm happy to have you all here um for this master class named Amazon Marketing Cloud How

how leading brands unlock unseen potential in the advertising campaigns along the Um I am proud

to present the speakers to you at first Tim Net who is alumnus of my uh of my

high school That's Tim and then he's the founder and managing director of F three Commerce and Christian Leiner head

of performance marketing at Germany And uh I'd like them to start now so have fun with

the speakers Thanks a lot for the nice welcome And yeah welcome to everybody who is here joining

our master class Um We are happy to have you here and we are excited to walk you through

the new options And possibilities brands have with the Amazon Amazon marketing cloud So in general the

Amazon marketing cloud is kind of a complex topic to many people because it's a mixture

of advertising strategies audience targeting and also tech and understanding all the logic behind the A MC can be a

bit tricky However we try to keep it as simple as possible and you want

to have a hands on session So if you have any questions after the session

please feel free to ask them We are very happy to answer them And of course we try

to answer many of the questions you have on your mind during the session I'm very pleased to introduce you

quickly to the three of us So it's on the one hand side Benjamin Benjamin is our head

of Business Intelligence at F Three Commerce He is deeply involved in any analytical cases with the

Amazon Marketing Cloud And I'm very happy to have Christian on the stage Christian it's from Unilever Germany and one

of our very close partners clients at F three Commerce And to UN is one of the early adopters

to the Amazon Marketing cloud and we have already built many use cases together And this is actually what

we want to share in this session give you insights to the use cases so that

you get a better feeling How can you leverage ac how can you leverage the Amazon Marketing cloud Why

are we having this session in English It might be a bit weird So three German people on the stage

but having the session in English actually the crowd coming to r turns more and more international year

to year And we said we want to welcome everybody who is here and don't want to close

anybody out due to German or lack of German native skirts And therefore we decided to host the session

in English And yeah hope that everybody will feel comfortable with that This will not

be a big sales show We really want to go into in depth into the different use cases

and business logic behind A S C But let's just quickly introduce ourselves So who are we who

are the companies we work for And I start with F three Commerce three Commerce and Ecommerce Agency that is

based with the headquarters here in Hamburg But we have other offices at Bratislava as well as now

in New York City Miami and San Diego because we joined forces with Fortress Brands Group

last Spring which is an US based Amazon Marketplace accelerator Since then further companies came to our group like Taylan

Pond and Schoolhouse and we we support clients all along the ecommerce sales final from

upper fund to lower final covering anything that's related to campaign management but also in depth account

management operative account management giving strategic advice and also dealing with content and conversion rate optimization So adding anything

that adds up to success and we have a very strong background in business intelligence

and that's why all the different data points that we can leverage on Amazon and other platforms matter

a lot to us And as I said Unilever is one of our very long

customers and Christian will introduce quickly himself and Unilever Thank you very much Uh Hi everybody nice to see a

room full of interested people who have not expected to have all of you around here Every

seat is taken Uh Awesome Um So my name is Christian has already introduced a work

for UN and I'm heading the Ecommerce performance media area This is a hybrid role between the media section and

the Ecommerce sales section and that's why the A MC comes in very handy If

some of you don't know Unilever we are a fast moving consumer goods company We operate in 190 countries almost

half of the population worldwide is in contact with our brands and products which is fantastic And what I'm

most proud of is actually that we as a company reached gender balance already with 54% females in leadership positions

which is a great achievement and passed away for others So hope to see that also that's for from

us from now but maybe you give us a review on the topic of today

Yes So what you can expect in this session is basically what you see on

this slide So we want to explain what are actually the current challenges And here Christian

will share his thoughts from a un level perspective And then we given an explanation

of the Amazon marketing cloud before we come closer to the use cases and want to explain

how brands can leverage this new product of Amazon And yeah what you consider when working with the AC So

but before going into details about the MC Christian police thinks um yeah so let me

give you a bit of a context So you live in Germany operates 101,500 as in

business or stock keeping units This is something that we do We have almost all our brands that we have

in Germany also listed on Amazon We operate on the vendor section but also on the seller side So

that adds a bit of a need for us to dig into data and analytics as

we have a quite substantial portfolio listed when thinking of marketing and your marketing planning you have business

objectives that you are trying to pursue and this is what we do as well Therefore the linear sales

funnel and it doesn't show up or it does show up not on that monitor

properly And it's divided for simplified versions in the upper funnel section where you drive awareness it's the

mid funnel area where you try to achieve engagement with your brands and the lower funnel where you

drive performance mostly for sales can be also different areas And that's the same logic that applies

with us in our context But we all know consumers don't act as planned they do whatever they do And

there are a lot more um touch points and and the consumer journeys are much more

complex So this is basically an area where we operate in We see many different touch points Consumers

shoppers step into the journey wherever they want have 12 more touch points with our brands ideally and

drop out come back in and adding this to the whole set up And the

calculation means the number of data points within the Amazon ecosystem is insanely it's huge And

therefore this is particularly done manually before when we started operating it And we planned we

executed on these kind of touch points But to be honest that is something that led to a lot of

this clicker is maybe empty sorry for that OK The closer I get to the

monitor maybe Um so yeah we we had a limited um we had limited insights in the

in the consumer journey And that's um what took us to work in many silos We learned especially from our

distribution points where we are listed We learned about the sales we learned about the average

cost of advertising the advertising cost of sales that we had and we analyzed it and we

worked on that to optimize it Obviously we had also campaigns within the environment where we said looking

into these for more details and trying to understand how we optimize them What is the reach for these

kind of placements What is the reach and what is the conversion rate around it So we we digged

into that but that happened very siloed And this is where we we needed to find another way especially

in the Amazon ecosystem where many things work together And we probably all consider this as a fly wheel that

media and sales work closely together So applying this kind of logic to a more traditional way is what we

can see here We have several campaigns running throughout the year There are many many touch

points generated And you remember also the complex user journey and looking into this from a from a technical point

of view this generates data and this kind of data points need to be considered

when planning forward when planning our next iterations in activities and ultimately allocating our budget So maybe

a quick question to you I know some of you are also on the advertising side who

has an unlimited media budget raise your hands none of you OK Neither we do So we

are trying to optimize on the Euro that we have to spend it wisely and to allocate it properly

And secondly it's also about the shoppers So the shoppers we recall the complex user journey we want to

understand what drives them what motivates them not so much from a from a psychological media psychological point

of view but more from a perspective what actions do they do and what is actually

leading to is it to a conversion to a sale ultimately So we look into this from a consumer

behavior and we get ideas on an individual level to track all of these behavioral information and take

that into account when planning Um and there is much more so there is the store

area and you all have been into these kind of areas But think of a mall

think of going outside of the storefront These things are usually separated and also analyzed and optimized individually but

considering all of these information so the outside factors that are part of this whole journey and our personal lives

these come also into play on the Amazon Marketing Cloud which is quite fantastic and makes everything

more important So to sum it up for you in this section it's a combination of touch points across

campaigns get insights to the consumer journey and understand and be close to every shopper individually

and ultimately make more informed and confident media investments and decisions That's what we are talking through And I'm handing

over to Tim who will now give you a bit of an intro to the set up Thanks

Christian for sharing uh Youview Unilever's view on the challenges for advertisers So let's talk about the A

MC the Amazon Marketing cloud um in detail Um this is about the basics of the A MC because

not everybody has been in touch with it Um So basically the A MC is part of Amazon's text This

tech tech has been enhanced over the past years A lot Amazon has invested a

lot in giving advertisers more opportunities to leverage the Amazon ecosystem And the AC is

one central part of this The marketing cloud itself is then fueled with data from different

channels you see it here So it's on the one hand sponsor products as well as sponsor display and sponsor

brands So everything that you might know from Amazon search advertising stick sponsored ads and

also Amazon DS P data is included into the Amazon marketing cloud as well as campaign data from managed

service campaigns Recently also retail data is part of the A MC but not in Europe yet however

in the US So it's a matter of time and this can also be unlocked here in Europe So

that's important to know So we can get access to Amazon data and you might ask yourself Well I got

access to Amazon data upfront So I have all the campaign reports et cetera but exactly that's the

point So campaign reports are pre compiled data sets and always related to a specific campaign

that you run And now with the A MC it's not about pre compiled data sets related to

a campaign it's about event data So single touch points of A user So every

user that had a touch point and this touch point can be an impression can be

a click and therefore it's user focus and event focus and not campaign focus anymore That's the big difference

between what we know from regular campaign reports And now the A MC data that you can

get access to And um on top of the data source that Amazon adds to

the A MC advertisers And in this example Unilever can spice it up with own data So own data that

they have leveraged across several channels This could be C R M for example email lists that

you that you own could be mobile ad I DS D MP data So the data

from the data management platforms and on the other side you can also add server data The seismic servers

formerly known as Seismic now rebranded to Amazon server can be connected to the Amazon marketing cloud

So any campaign that you run on any external channel with the help of the server of Amazon this data

can also be considered in the Amazon marketing cloud and you can leverage it for your analysis say its

data and even store visits Also something pretty new from the US where four square adds

the data of local store visits to the A MC and then you are able to actually

analyze omni channel campaigns So now it gets this point is really a bit delayed So now it

gets a bit technical but to keep it simple with this picture you have basically what I

just said on the left hand side the data a brand can add to the Amazon Marketing

Cloud And on the right hand side is the data from Amazon that Amazon fuses into

the Amazon marketing cloud And the Amazon marketing cloud is like a safe environment where we can match

this data and run analysis across the different data sources Why is it safe because this data is hashed

So it's encrypted Each party can't see the the real names for example and email addresses

or doesn't have the real data they can just see the encrypted data But within the Amazon Marketing Cloud

those different sources are matched And as an advertiser you can then bring both together

and leverage it for your for example at campaigns So um first question that we already always get asked is

so is this GDPR ready Um or any other data privacy um legal requirement ready Um Yes it is So

it's one of the core principles of the Amazon Marketing cloud that it needs to be

privacy conform So you only get access to an data set that what I just described So everything is encrypted

and then it only puts aggregated data set So if you want to do an analysis which you can

actually break down to let's say three people you won't get the data Yeah so it only exports or shows

you the data for bigger groups of users And third as I already mentioned Amazon can't

access the data of the brand vice versa The brand can't access the customer related data of Amazon And

therefore it's a safe environment for compiling different data sets So this is about what the A N C is

So it's a data clean room where brands and Amazon can pour in data in order

to run analysis on events and users or user groups audiences beyond the regular campaign reports that you know

and now the question is so why is this important Why should I care and

Christian will take over so very quickly very briefly Um It's basically a reflection on what we see in the

market we see in the market that retailers become media platforms and we see media platforms becoming more

and more retailer functionalities And this is also reflected in my and our Unilever boss who is Connie Brams

she is Chief digital and commercial Officers or these two functions have been united on a top

management level and that reflects that decisions either on media and marketing or on sales can't go independently And that's

one of the reasons why we have been stepping into that It was also because we needed technology to

infuse and inform ourselves quicker Amazon as an environment is highly tech driven If we want to conquer

and win on Amazon we need to find tech solutions instead of manual solutions to work

on that And I hand back to you because there has been movement also on the Amazon site considering

this exactly So you see this is universe view on how the whole publisher in retail and advertising space

is developing And if you take a look on the Amazon site so this is

a quote from absolute value It's one of the standard books from like almost 10 years ago And

at that time everybody thought the brand doesn't matter anymore So it's all about ratings and reviews and this is

what people guides to buy a product So this is a quote of Andy Jesse the CEO of

Amazon last year from his shareholder letter that he sent he sent and it says our

goal is to be the best place for advertisers to build their brands So Amazon itself

sees it as a brand platform where brands need space to explain their full of and

to build the brand and connect to the users much different in a much different

way than it used to be in the past And this is actually reflected by the whole

advertising offering of Amazon So on the one hand side and this isn't just an

example for video because it becomes a major player on Amazon on the one hand side you get more and

more video included into the Amazon search result So on the search result page it's one of the most

important gateway pages of Amazon you have branding options included On top of that Amazon offers

more and more streaming services so things like fire TV of course but then also free We recently

started also in Europe already running in the US for quite a while And in these offerings these

entertainment offerings video advertising has a very important role And on top of that Amazon is

investing in high profile environments for video and video advertising TV advertising investing into a Champions League distribution

rights as well as football distribution rights And of course if brands want to participate here and take advantage of

these brand building environments investment risks increases because you walk up the funnel you walk up the sales funnel

into the space where it's pretty unlikely that you have a direct conversion in the

end So you are kind of hoping that the investment here in my brand building will pay out in

the end and that was always the case And now with the MC you can connect this yeah you can

connect upper final campaigns down the full final mid final campaigns to lower final campaigns And in the end you

can analyze what actually impacted have my branding campaign somewhere in the upper funnel on

my later conversion into the basket and then also into the purchase So by enhancing the

whole advertising offering of Amazon Amazon becomes a bigger and bigger role in global global advertising player So

what you can see here in this graph is that Amazon is already the third

biggest advertiser in not advertiser but advertising platform media channel globally And it's catching up

to meta and to Google pretty quickly It's not only Amazon the whole retail media

business is growing very quickly We have a retail media turnover in 2 22 of $116 billion and this

is predicted to grow or to double actually in the next four years And therefore it will get higher

market shares of the overall digital ad spend And Amazon of course is keen to get a bigger share of

that Currently they already have like 40 to 50% of the total share And that's why they keep

on investing into the overall and advertising options on the platform At the same time you see that

it gets more and more crucial to leverage the different advertising options because Amazon is cutting down

the organic visibility of the products What you see here on the left hand side

is a regular search a search engine result page So a search result page within Amazon and all the

red placements are advertising placements and all the blue ones are classical organic placements And it's quite obvious

that on the in the first viewport that you have on your desktop on your

laptop on your mobile device you have almost only advertising space visible Same is on product pages

Like on the right hand side most placements here are advertising driven as well So this all

piles up to increasing media costs on the platform because people have to spend more media

to get the visibility This drives competition on the platform And what you see here is actually increasing over the

past over the past 2.5 years you can see a kind of a drop since Q three Q four last

year which is due to the overall economic situation But in the long run this will keep increasing Um

Another trend that we see is that the advertising that I introduced a couple of slides

before is currently pushed into the market by Amazon So this offering gets more and more advanced and

sophisticated At the same time they have more more exposure on fares on trade shows on anything that

drives sales of tech And of course they do this to earn money on the one hand

but also because they know about the power of this ad stack and that's why they not only offer the

ad stack itself but heavily drive the development around it So what should this screen show

you is that we have frequent beta programs around the A MC and other ad

offerings like the ad server of Amazon and these beta programs give brands the opportunity to

explore these new features They have this first mover advantage and be as fast as the product

development of Amazon regarding the advertising options So a quick add on to that because beta is something

that you as a corporate might not like it's pretty difficult to get money for it because there

is no guarantee on what's happening On the other side Exploring these kind of features gives us basically

deciding on where to go and where to place substantial amounts of money and the opportunity to gain more confidence

and more knowledge So encourage all of you really read into these things and understand these things only

coming over having a full room of you guys is fantastic So I definitely think that this

kind of test and learn approach on a set level that we discussed and we are always

readjusting together with F three is super important and gives ultimately us the opportunity to gain a competitive

edge Yeah Yeah As Christian said so investigate investigating for your brand if a new feature brings

you advantages or not is key to be ahead of the market be ahead of the competition And um that's

why it's worth it to take a closer look at the opportunities that Amazon gives here So to

wrap it up why it's important why the A MC is important and why you as a

brand should consider how to deal with it is on the one hand side we

see this increasing media costs we have increasing competition on the platform and therefore one

of your goals should be to go for higher efficiency And at the same time

we see there are more and more opportunities to invest in a fun And Amazon is also pushing this

but it comes along with a higher investment risk and that's why you need more transparency on the

actual impact of these investments in the upper funnel And as I said Amazon is also keen on driving the

ad tech stack and they do it for a good reason However you should be informed

when you have the discussions with Amazon So you should understand what it's all about advantages and disadvantages and that's

why you should actively engage in the overall MC discussion And in the end what we

mentioned last unlock new features that you can have this competitive advantage So this is about why the

matters But to look forward what can you actually do with the AMC There are

very interesting use cases for advertisers So on the first hand you can have much deeper

campaign insights So going very far beyond what you are known from regular campaign reports that you

are used to from the different channels Second you can get these audience insights you

can understand the user groups better and deduct actions from that And third you can analyze

the perfect media mix for your brand or your for your products of your brand and take

a closer look at the different edge channels which you should combine or the different

targeting approaches that you could run across the whole funnel Fourth it's about the journey assessment So you can understand

how people behave on the platform how do they navigate back and forth what devices do they use What

creatives are they appeal to And if you add data from outside channels you can even run this on each

channel analysis and get insights beyond Amazon and what external advertising campaigns for example make an impact on

sales in the end and last but not least you can finally build your own attribution model So this is

kind of the kind of the most sophistic thing that you can do with the MC

instead of accepting the attribution model that Amazon uses like last touch attribution Um It's a

model that you can define yourself and that fits to your category and that fits to your brand So this

was a lot about why brands or what challenges brands have and why the MC can be a solution

to cope with these challenges and what opportunities advertisers have But now let's take a look at

real use cases that we already have explored together with Unilever As Unilever decided very early to adapt to

the A MC to figure out how they can leverage it for their own media investments And

Christian I would hand over to you and ask you um the other one sorry and ask you why you

decided to opt into the A N C so early Well part of the answer

has already been shared but to bring it back to life Ecommerce Storefront It is

open 24 7 And one of the questions and business situations we all find ourselves in

given the context of higher prices is at what time of the day do we actually invest

our money Because there is a difference If you are open 24 7 there is also

consumer behavior that might be slightly different And we first understood at what time of the day

The Sorry let me do it I think it works works like this So what we ask ourselves is

basically at what time of the day is the best for us to display our advertising And we

learned that there is a high increase in purchases and that's not a specific brand but

one that we chose here as an example that starts slightly after five AM in

the morning and rises up to noon and then it drops So we see that

we have not invested into these times of the day and this is where we had a closer look and

understood that this might have a difference and have an impact in our media spends and

that is actually what came out So finally we that's annoying Sorry for that It's that we

understood that the A MC can deliver us every every touch point every contact with

a time stamp that's valuable to us because we have it recorded in a structured

way We have also an overview over the days of the week and not only from the last

see what has changed Is there seasonality and things like this and last but not least we can optimize

on that directly So that has an immediate impact in our advertising spend And that shows us what I

briefly described where our spent peak is basically and where we should move it And we have moved it to

be closer to consumer behavior and started to invest in these times of the day where purchases are

made And that's something that helped us to basically save money We are talking about a double digit

saving in this case which we could redistribute also in other media activations on the platform but also outside Thanks

Christian This is about this first case about day day parting So time analysis work days and

daytime and the second case is about the frequency of touch points So how often should you actually present

ads to the users And of course this is important to understand when should I

stop When should I probably move budget away from a campaign from an audience and allocate it somewhere

else to save this money and therefore define the capping of specific campaigns What does this mean in

particular So the basic question is does it provide any marginal benefit if I pour in

more money into a campaign Should I get in touch with the user another time Does it help to

convince the user in the end to convert or should I not And therefore this is the

basic question that you can answer with this frequency analysis and how often how many touch points

should I have to have the most profitable campaign or keep the campaign a most

profitable target And again we take a look at Unilever and the results that we

saw there in one of the analysis regarding advertising frequency Exactly So these graphs are examples to give you

a bit of the logic behind what we did And we basically set ourselves our

investment in the first to the fourth touch point or media frequent frequency has been the

highest and then it decreases over the frequency But we can set ourselves also a limit where we stop

and we stop because we consider our return on advertising spend So that's what we put into this kind of

example where we brought two layers of data together and decided on this where should be

the thresholds in our case Um But there is more to that and that's very basic

information that also can be done in a let's say a manual way it's very

time consuming therefore not really efficient and back to our journey That is honestly more complex

to that So we need to add more data points into this and the A

MC as a clean room solution As a data store allows us to pull in

even more data points and data layers to it and will give a bit more insights on the

complexity of it as Christiania mentioned before So the customer journey is complex we don't know when

people go back and forth and where they get informed shoppers in the end before they make their decision

And the ac can help to demystify the whole customer journey For example we can

run multi devices or analysts on multi device touch points So on what devices do people interact with my

campaign Next is about modi creatives moody creative touch points So what creatives do people see how what impact do

the different creatives have on the whole customer journey And in the end we can also run cross channel touch

point analysis So on what media channels did people engage with my campaigns and what touch point did have one

what impact in the later purchase of my product So and here we would like to

take a first look into the multi device journey So what devices played What role in the decision making process

of the user And first question or the basic question here is what devices matter during the

customer journey Which devices have obviously no impact in the later decision in which matter the most which devices

should be combined in order to increase the likelihood of a conversion in the end maybe one addition which

is very particular on that So you have read device distribution across your target groups and everything

So there are statistical evaluations of everything that we have been taking into account when planning

Now we talk about our shoppers our target group that is interacting with our brands and products

What kind of devices are they using Not in general in a market in a segment or

so so that makes a difference being closer to a journey to a person that

we want to talk to that we want to market our products Yes And the benefit here that

we get is that we can leverage this insights to the devices and the impact

in order to maximize sales in the end because we can combine the usage of

the different devices and adapt our campaign strategy to that So you normally distinguish four different

devices on Amazon like mobile desktop tablets and TV or fire TV or C TV And all of

that have a different usage So people use it differently and different audiences use it differently and

you want to understand what devices impact the customer behavior So do people behave differently on a tablet compared to

mobile for example And in the end what's very important is if you can analyze this not within one

campaign but across campaigns and across devices you will also get insights if the campaign reporting that you

normally get over or under value a specific device because devices that are very far at the end of

the of the of the whole shopping process of the customer journey they might get overvalued in

the basic attribution model that Amazon uses because it's this last touch attribution And again let's have a look

how Unilever leverage this analysis what insight they got Yes exactly So considering this being close to the

shoppers that are relevant for us that we want to market our products we learned from this analysis

that a combination of fire TV and and basically desktop P CS returns on the

highest So that's basically what you see on this grid We made an analysis of how these

kind of devices interact and what's their impact on purchases And therefore we learned on this

particular case that's on a brand to brand basis It is not a general learning it's

really very narrow to that brand that we took as an example that in this kind of

way it works pretty good and we are going to repeat and invest the money accordingly It

is ultimately a 50% higher 56% Thanks for correcting it We already were convinced when we heard it

it's more than double digit and that makes a difference investing little money for the

highest return So this is interesting If you just took a look at the Fire TV

campaign itself you would might have decided OK I don't continue this campaign 4.1 rows is not the one I

aim for But we see in the combination with campaigns across other devices touch points on other devices we can

increase the overall return on advertising spend significantly So next analysis we took is we

took a closer look at the more creative journey of users So what do the different creatives play or what

impact do they create in order to make a shopper convert to my own products And here the

basic question is what creative influence the shopper decisions and which don't and based on that

on which creatives should I focus and which make an actual impact and I should try to scale

and which of the creatives should I rather limit in my future campaigns And therefore we look

at different campaign formats and analyze the impact Here we take a look at the combination of

different creative formats and what impact they make And again we also take a look at the

attribution So is there the situation that this last touch attribution might over attribute specific

creatives which are very far down down in the funnel I give you an example

If you have a creative on a product page of course this is further down in the fun and it

naturally has a higher conversion likelihood or click through rate likelihood than something which is further up in

the fun However if you combine all those insights those touch points across the different

creatives then you can understand if even creatives that are further up in the funner have

a major impact on the sales in the end And again we take a look

at the results at Unilever Um So here you can see a distribution of our

media invest based on creative types are limited by the dimensions that we can use That also determines the placements

where they take place because that's predetermined You can see that we have a high invest in a

creative that is displayed at 20 by 50 which gets the most money And 2nd and 3rd 1 also

but we see that the ro drops on these kind of devices where we see a very high

roa attribution is 980 to 55 So in the lower end of this set up and this is

something where we also reconsidered and shifted money from placing on these kind of devices that are lowering the

rows to these ones showing a high row correlation And therefore we looked into that and do that

and repeatedly do that for each and every brand of us to maximize our invests

accordingly In the last analysis case that we brought here is about marketing mix analysis So to understand

which channels you should combine in order to maximize your performance in your media investments but

it's not only about a channels itself it's also about audiences that you target So what final

step do you go for What audience And in the end you can make better decisions

about your media investment And therefore the basic question the basic business question here is

what marketing what media makes performs best for my brand And in the end I want to

have prove media investment decisions and decrease my risk to invest in specific steps at

the sales funnel and in specific audiences make no mistake So there is marketing mixed modeling which

is considering all media touch points in your media planning We talk in particular within the Amazon media

and sales ecosystem So that's not to get confused by these two things but it gives

a lot more data than we usually get also from a traditional media marketing mix modeling analysis correct

So this is all about analytics in this case So we can understand what contributes to

the total sales We understand what targeting audiences across the different final steps and contribute to the

total sales And we can also run those in combination and see along the full sales funnel

what a channels what audiences what targeting add up in order to increase my total revenue on the platform

So here we also take a look at the results at Unilever of a specific analysis that

we ran across the different ad channels Absolutely So this is basically what I say when we add

more data layers into the Amazon marketing usually we have been optimizing on sponsored ads or

we have been optimizing on or we have been Optim on managed service campaigns But adding

these three layers together and within these layers we have different placements with different time stamps everything is added together

and brought into that space makes us more confident to decide in that sense Having a mix

of investments in these three areas will lead to the highest conversion rates Whereas if we combine managed service

or sponsored adds up to 29% it's not it's not a mathematical addition It's more on what happens and

what we can see and measure and therefore take the decisions Whereas and managed service have the lowest

That doesn't necessarily mean that because we see on the manage service that we don't book this

anymore It's more we match this together with our business targets and with our stages our brands are

within the funnel and the consumer journeys that we believe So therefore we can make

these decisions more confident and more informed and there's new stuff going on more to come And we are pretty

hyped to share this with you today because it's actually a brand new feature running since two

weeks or something like this in the US obviously started earlier but it used to be an early access

program So one of the beds of Amazon that has been rolled out last week So it's

not in a closed data anymore And it's a huge step actually because what the use case is we

took a look at in the past minutes were all about analyzing data And then

you have to deduct your actions based on the findings in the data And now we come from analysis

to activation actually And the new feature here is called audience builder And it's actually the first time that

you not only run analysis on AMC but you take the results of that analysis and turn it into direct

media actions And I will explain So on the one side you have the Amazon Marketing cloud you analyze

your shopper behavior you run all the analysis that we just walked through or even further on top And based

on that you can build custom audiences in the MC For example you want to put people into an audience

that had touch points with that campaign on that device put your product in the shopping cart but did

not convert in the end And then you take this audience and you push the button and

you push it to the Amazon DS P and in the Amazon DS P you can then

leverage the audience and run campaigns to this audience So you are not relying on the predefined audiences

that Amazon offers in the Amazon DS P But you can build your own audiences based on

the data And you can imagine this is basically something where you get even more accurate even better

throughout a longer time period So we can iterative improve our audiences over time based on the signals that we

get based on the optimizations that we do considering all of these data So that's

really fantastic for us because then we not longer talk about the in market audiences that are

made available We talk about our brands audiences particularly and work with them create several activations around them So

that will definitely be a game changer for us as well For example one of the first

campaigns that audiences that we built for Unilever was about shoppers with a high customer value that have bought Unilever

products in the past and generally have high customer value And then we applied this audience in the DS P

for future campaigns And of course this is a very high profile audience that you couldn't target before

without the So yeah Christian we have compiled some use cases for the aims for this

audience bidder feature that's rolled out recently Um Basically you can be very creative with it

You can brainstorm for an hour and come up with 2030 use cases but we just picked three that we

see as very interesting So I just talked about the high customer lifetime value people that we target but

actually you can do it also the other around Exactly So for us in our market

and you might also have heard about it it's it's a saturated market Everybody made probably his or

her decision on what to buy So for us in an advertising perspective on a different

set in the business as a business target we exclude those who already buy us and start targeting to

new shoppers who have not been in touch with us before for example So that will

ideally add incremental sales to our business And just to give you an idea the first results

that we see from the campaigns here is that these high profile audiences whether you target them

high customer lifetime or you exclude them end up in rather good campaign results comparable to re targeting campaigns So

in that case you have a direct increase of your overall efficiency Would you like to

walk through that Well we keep it short and simple We are already we want to

save some time for questions So target shoppers on mobile that are previously reached on TV So that is

something that is where we want to dig deeper into and we want to maximize we learned

from this cross device analysis already that there is a good combination So therefore we

want to get back to them And then even further Tim described it in the text when adding

seismic as an ad server and the possibilities that happened outside of Amazon into that will lead

to a full bigger more complete view on the shopper journeys that we want to reach

and drive our business So we try to re target ultimately these shoppers that enter Amazon

and outside contact with our brand Now you can investigate what your display at on any external publisher

website have what impact it has on your conversion in the end So um this is a very

brand I said this is not a stage show but this is something we would like to

offer because it's very brand new this future And we have been engaged in this um in this

close be for for a while we would offer to get you running here with

this audience bidder And those of you who are interested please get in touch with us or

get to our booth in hall A four because we would offer to build those

four audiences for you so that you can start exploring this audience So all the

use cases we shared all the ana cases these were single cases but of course

you can combine them you can actually come up with unlimited combinations of of of analytical questions that

you have and then run this analysis based on the A MC And therefore there are hardly limits and

you can deep dive into any of the questions you have in mind regarding your audience regarding your campaigns

regarding your media investments maybe one addition to that Exactly So from a tech perspective it's fantastic and I

sometimes Benjamin gets lost in these things It's also back to connecting it with your business So let's

really think of what you've been doing how to apply it redo it with this kind of information and

then iterate on it But it's a test and learn principle that you also have

to be comfortable to apply it because it has these kind of benefits shown in the in the

examples before right So this is now we come to the end before we will

have time for questions So just again in a nutshell the MC gives brands the opportunity for this

in depth insight that weren't there before And the key benefit is that you can combine

all those touch points across any devices across any creative across any channel and across

any audience audience and targeting that you run in your campaigns And you step away from

this pre compiled campaign reports and step into a world where you can really take the different

events and touch points that users have with your brand into account And in the end you have a

much better decision base you make better informed decisions you take out the risk of investment

especially in the upper and therefore you have more reasonable and wise um marketing decision And I also

want to say we we have been talking around the Amazon ecosystem and that's a fantastic

uh blueprint Um What we just showed make these decisions wisely and think also outside

of Amazon there is there are clean room providers out in the market there are retailers who are interested and

collaborate with it and you as an advertiser most likely will also have to think of it

to rebuild these kind of logics which we find more universal very tangible on Amazon because everything is

there yet But think of it also outside of this and how to implement the clean room solutions into

it That's one of my hobby horses aside from what I'm doing So also happy to engage

with you if you are talking and interested in these kind of things Right And yeah just here comes

the sales the sales chart and I promise to keep it low of course But the analysis you saw

is the A MC analysis as we run it in a catapult that's our Amazon Analytics and Ecom

Analytics solution that we have built at three It actually goes far beyond the AC

C is part of that You can run those analysis cases there But it gives you also

in depth insights into your Amazon business your retail business your campaigns and you can use it for your

international global business on the Amazon marketplace but also on other channels So it goes beyond and therefore if

you are interested in getting insights into how it works come along to our to our booth and all

for a four But if you are interested in figuring out how this audience data works also reach out

to us and we're going to set it up and make it work for you so that

you get it going and see how you can leverage this new feature of the MC for your

own brand And now we still have some time for any questions that you might have on your mind So

please don't be afraid Thanks Thanks so much for listening I realized there are not so many chairs occupied

anymore So it became a lot of became complex It's a nerdy topic So I have no doubt about it

You have to be familiar with what you are doing there You have to develop love for data because it's

basically the fuel for many decisions that we do on a daily basis But so we discussed with our

people So raise your hand If you have any questions we are listening to you and you get a microphone

Yes Uh I have a question since Unilever is a F MC G brand and market share

of Amazon is still like competitively low to consumer electronics or stuff like this So customers have a lot

of touch points with your products in supermarkets So do you think this can sometimes lead

to like wrong decisions Because for example you have like a perfectly set up ad

and then in the end the customer is buying the product in the supermarket Um So do you think

A MC is more powerful for categories like consumer electronics than for F MC G Thanks for the

question So first of all I don't mind I don't mind if shoppers buy it

offline as long as they buy my brand So it's not a big deal It is a competitive environment Nevertheless

we target households households buy consumer electronics but ideally buy our products deodorants charges all what we have to

offer So I think it's complimentary It's not a matter of market share divided by other products

bigger on Amazon It's more like getting our fair share as part of the wallet

of the person buying I just I mentioned this example of four square in the where

you have retail brick and mortar data that you can connect to the A MC And then you also

have this you can actually close this gap for this omni channel reporting Of course this is something which is

very early stage currently But in the future I mean you actually already now can

could pour in your say from brick and mortar business into the AC and see

at least how the connection is between what you do online And if there is anything that

if you see any spill over effects to the brick and mortar business but in order to connect it even

closer you would need the integration of that data beyond the sales data OK Uh In the slide

know if higher uh transparency is related with the I mean how how can this part support the data security

Because it's one of the main problems that nowadays we have with with our businesses

So transparency doesn't mean transparency to user data You don't get access to any user

data However it means transparency in the investment for example in branding campaigns in the upper funnel Because if you

if you rely on your traditional campaign reporting you would naturally underestimate the impact of those

campaigns because you can't really see how much they influence the later sale And if you with the

A MC are able to connect all the different touch points you have a higher transparency of the true

impact of any media campaigns and you can prevent too high performance attribution and too

low performance attribution But it's it's not connected to user data Is there any other question

on the right hand side Yeah First thanks for the presentation Um My question is I

don't know if something that I missed but for example when you have the combination of channel the best combination

of channel for that specific campaign we are looking on a customer specific customer group perspective or in the

for example in a in a category or a product perspective For example for this

product the best combination is this or for this steel group this is the best combination for this And either

way do you observe that these changes with the time is something that is steady And in this

case how often do you check that and adjust that on the campaign Thanks for multiple questions So

Yeah we do that on a brand campaign level and we look into cohorts So we look into

a substantial amount of people We don't do it We know we could do it individually But

as our shopper groups are segmented in bigger groups we do it for more people and we iterate um let's

say quite often maybe Benjamin is it once a week uh biweekly or even daily

I would pass over to Benjamin who can maybe answer it So most of our

analysis are ongoing analysis So they are not one offs that we do once and then throw away

So most of our reporting solution is about continuously rerunning them because once you identify it and then you decide

to take action you also want to monitor if that action actually works because you

are using a lot of your time at the end to optimize the campaigns to run them differently So we

have to continuously monitor them and see if we move daytime If we move budgets between

platforms does it actually lead to the impact that we predicted or not to adjust So it's not a

one time thing I hope that answers the question Yeah And you see a different results for different

categories different brands different products for sure Yeah maybe just one more thing to add This is

not something you run on So if you're deeply familiar with sponsored ads and individual campaigns you don't run

analysis on one individual campaign or one product right The A MC actually analyzes customer or

shoppers So what we saw the actual users we have on the one side all those customers that only

interacted with DSP On the other side those who only interacted with sponsored ads and then

those who did with both And then we run that analysis across the product categories and brands

to see if it's the same across multiple brands or if it's different Does does

Yeah Does that answer your question Awesome Anyone else interested Think this sounds all great

I have just a question working for a medium sized company It also sounds like a lot

of effort to build everything up and build the infrastructure to make it work And also that it

sounds like you need to have some tech resources Do you have like a level of a spa that you

would recommend or that you should have until you start with doing all that Yeah So it's a

good question because it comes along with some effort but it's not in the early stage

anymore For example the campaigns as part of the software here can be run frequently without any additional effort

So they actually run permanently after you have set them up But to give you a rule

of thumb we always recommend to start leveraging the A MC with a media budget

of roughly half a million per year if it's not half a million per year

You can of course start using it and you will get very interesting insights but the potential uplift is

just not as huge as if you have higher media budgets Of course as this optimization options

that you have don't make the same impact as if you apply it on a

bigger budget There are and here's one upfront in the front row Yeah I have one more question when

it comes to everything how it looks in ac after the set up So how intuitive is that

is that something that you have to constantly still work on and adapt for the campaigns or

is it really intuitive that you can see OK within those times it's much higher row and you

know someone who doesn't know it so well technically can just look at it and say that's the

action we take on it Um So I think that's actually one for Benjamin But honestly I

am also one of the user experience people and user interface people The A MC is a tech a

server and you write code and get code answers right So the thing that we

are sharing here is the tool that F three build which makes these kind of answers are

these up here Call back I don't know sorry Um But so they are um they are prepared um

visually here and then it it takes also your experience in marketing optimization So everything data

is stupid only with your question and the right data set and validated data set

you can answer your question So it's a way of displaying it properly but also making up your mind up

front and then you will have a lot of data available to find an answer to

it and dig into it Yeah And the insights Christian shared are actually taken from the interface of

the tour So you see how the day time impacts your campaigns And you can then also select different

countries or different devices different target groups you go after So you can really work with the data and it

visually translate the data that's given back from the A P of the A MC into a way that you

can directly apply actions One last question if if somebody is keen or otherwise happy discuss As

Tim said there's a booth in hall A four B 08 something like this right Yeah Thank you

Yeah 02 Awesome Hey thanks for coming by We we're gonna stay a little bit here in front of the

hall So if you want to approach us here right in front of the master class Uh Happy to have

a chat and Christian I would have one last question Is there anybody in the room who has already

started working with the A MC or anybody left Awesome Yeah OK Three Yeah Three people

Yeah but that's actually the state So it's very it's it's uh are you the guys from

from So um it's that you can get this competitive advantage if you start working with it quickly because

there are many players out there that haven't started yet And therefore um yeah hope

we could give you a good overview first Good understanding what A MC is about how to leverage it and

hope to meet you Talk to you soon Thank you and thanks Christian for