1.
Demystifying Amazon
Marketing Cloud's
Attribution Model
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Today’s Logistics
Kerry Mallett
Senior Content Specialist,
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WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+
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4.
Some of
Our Clients
Our
Recognition
For Commerce Leaders Of Today And The Future
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5.
Our Speaker
ALY FIELDS
Associate Director, Strategic
Services - Commerce
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6.
Agenda
● Clean Room Basics
● Advertising Challenges
● Why is AMC Important?
● Actionable Reporting
● Key Takeaways
● Q&A
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7.
What is your familiarity with clean
rooms?
● Early adopter - can’t get enough
● It’s a great buzzword, but I haven’t used one
● I have no idea what that is
POLL
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8.
Clean Room Basics
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9.
Learn the Lingo
Data Clean Room
Data clean rooms are privacy-friendly environments in
which advertisers can join their event-level datasets
with other event-level datasets in a privacy-safe
environment.
AMC Instance
An AMC instance includes one or more Amazon DSP
CFIDs and could also include Sponsored Products
entity IDs for one advertiser company. When users
query data sets, they only query from one instance and
cannot query across instances in the same query.
Query
A request for data from a database.
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How AMC Works
ADVERTISER
FIRST-PARTY DATA
AMAZON
MARKETING CLOUD
AMAZON
ADVERTISING
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FIREW
ALL
FIREWALL
Advertiser Data
Aggregate Reports
Custom
Audiences
Advertising Events
● Scoped per advertiser
● Aggregates can be exported
● Uses AWS for compute and data
storage

11.
Advertising Challenges
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12.
“Amazon dominates the
fast-emerging retail media
ad market”
“Amazon dominates
retail media ad
spend. The company
will drive an
incredible 77.7% of US
retail media digital ad
spend this year.”
Emarketer Estimates
that Retail Media will
own 17.2% of all digital
ad spend in 2022.
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Source: 1) eMarketer, August 2019
INDUSTRY
Advertisers who rely solely on cookies to reach
their audience and attribute actions will face
challenges as new policies like are introduced
INVENTORY
More than 1 in 4 surveyed advertisers and
agencies name supply transparency as their
biggest challenge1
EFFICIENCY
Unlock click pathing & full-funnel attribution
Fees, Cookie Limitations, &
Supply Cause Programmatic
Ad Challenges
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14.
Cross-channel measurement and attribution is a
priority for marketers, with more than half of them
expecting them to occupy most of their time and
resources.1
Marketers report using six or more tools to
measure their marketing performance.2
But - half of them worry about their accuracy.
Sources: 1) "In-House Analytics Platforms Help Data-Obsessed Agencies." eMarketer,
April 18, 2019; 2) Survey: Most Marketers Use 6+ Measurement Tools But Don’t Trust the
Data." Convince & Convert, 2019
Advertising Measurement
is Becoming More Complex
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15.
Why is AMC Important?
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Why is AMC Important?
UNDERSTANDING
Current advertising
efforts
INCREASE
TESTING
Learn across the
funnel position
CROSS-TEAM
COLLABORATION
& data trends
MEANINGFUL
STRATEGY
SESSIONS
& Narrative
KNOWLEDGE
WEALTH
Customized queries
that are tailored to
your goals
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Actionable Reporting
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Measure Progress With Amazon Marketing Cloud
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USE CASE MEASUREMENT QUESTIONS AMC HELPS ANSWER
PERFORMANCE
Unique Reach
What's the number of unique / de-duplicated audience that was reached
by a particular campaign / media type?
Incremental Reach
How many people reached by a specific campaign / media type were not already reached
by other existing advertising efforts?
HH Penetration
What portion of the households in a certain geo area / city / state were reached by search
and/or DSP ads?
AUDIENCE
INSIGHTS
Target Audience
Analysis
Among the target audience, what do those that engaged with ads look like?
Optimal Audience
Segment Analysis
What are the best segments to reach or exclude by media type, creative type, geo area, or
other attribute?
Media Mix Impact What's the impact of media type X when used in combination with media type Y?
JOURNEY
ANALYSIS
Dayparting What times of day or days of week should the ads be scheduled to reach optimal results?
Tactic Analysis
What creative, call-to-action, keyword, landing page, is most effective at driving the
campaign objective?
Purchase Pattern
Analysis
Repeat Purchase Which products have the most repeat purchases?
Purchase
Sequence &
Correlation
What's the common sequence of product purchase? What products are often purchased in
combination with each other?
Omnichannel
Impact Analysis
Offline & Total
Impact
What's the impact of advertising on D2C offline sales? What's the impact of advertising
across D2C channels on and off Amazon?
GOAL
Analyze data and findings to
update advertising strategy to
ensure largest impact

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Measure Progress With Amazon Marketing Cloud
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USE CASE MEASUREMENT QUESTIONS AMC HELPS ANSWER
PERFORMANCE
Unique Reach
What's the number of unique / de-duplicated audience that was reached
by a particular campaign / media type?
Incremental Reach
How many people reached by a specific campaign / media type were not already reached
by other existing advertising efforts?
HH Penetration
What portion of the households in a certain geo area / city / state were reached by search
and/or DSP ads?
AUDIENCE
INSIGHTS
Target Audience
Analysis
Among the target audience, what do those that engaged with ads look like?
Optimal Audience
Segment Analysis
What are the best segments to reach or exclude by media type, creative type, geo area, or
other attribute?
Media Mix Impact What's the impact of media type X when used in combination with media type Y?
JOURNEY
ANALYSIS
Dayparting What times of day or days of week should the ads be scheduled to reach optimal results?
Tactic Analysis
What creative, call-to-action, keyword, landing page, is most effective at driving the
campaign objective?
Purchase Pattern
Analysis
Repeat Purchase Which products have the most repeat purchases?
Purchase
Sequence &
Correlation
What's the common sequence of product purchase? What products are often purchased in
combination with each other?
Omnichannel
Impact Analysis
Offline & Total
Impact
What's the impact of advertising on D2C offline sales? What's the impact of advertising
across D2C channels on and off Amazon?
DMA Analysis
Dayparting Analysis
Data Upload

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Tentpole Reporting
● With a Tent Pole report, we can see what the
data looked like a week before Prime Day, the
week of Prime Day, and the week after Prime
Day
● Example strategies:
○ For customers that became part of
NTB segments, we should be setting
up loyalty tactics to keep them within
the brand. This can look like
retargeting products that had the
highest NTB during the event with an
upsell or complimentary product in
your catalog and measuring how
many of those NTB became repeat
purchases.
○ If purchases were lower than
expected during the event- Basic
retargeting should be set up
pre-event for products that had a high
engagement in DPVs but did not
convert and be deployed during the
event with a deal.

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Custom Attribution
● With a custom attribution report, we can set rules
to determine how credit is assigned to conversions
from users exposed to your campaigns
● Example insights:
○ When attributed with first touch
attribution, DSP campaigns account for
67% of total conversions
○ A contextual campaign brought in
$14.7K in sales when using last touch
attribution but $23.7K in sales using
linear sales meaning that the ads are
being seen by customers
First Touch: gives full credit to the
first touch point (impression or
click) of an ad interaction
Last Touch: assigns full credit to
the last ad a user saw or clicked
Position: attribution splits credit
between the first and the last
touchpoints on your customer’s
conversion path. Weights assigned
to these two touchpoints are
customizable
Linear: assigns each touchpoint in
the conversion path with equal
credit for the conversion
Source: AMC Instructional Queries

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Identify how a gateway product drives growth in new
customers to the brand.
● We needed to first find a
way to identify the
gateway product that
drives new to brand
purchases.
● How does a highly
repeat purchase product
bring in new customers
to the brand’s business
on Amazon?
CHALLENGE SUMMARY
● Utilizing AMC, we
identified an
opportunity to
increase marketing
efforts for the
gateway product as
new-to-brand repeat
purchase rate were
+85% during the prior
quarter.
SOLUTION
● We launched a media
test to expand
targeting for gateway
product into adjacent
categories.
● Result from this test
were a 103% increase
in new to brand
purchases and 11%
increase in Total
Orders.
RESULTS
Increase in New
to Brand Orders
Increase in Total
Orders
+103%
CPG Brand Custom Query Leads To
100%+ Increase In New To Brand Orders
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+11%

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Identify top Amazon Fresh DMAs (Designated Market
Areas) to efficiently acquire new customers via Display.
● Using “New-to-Brand”
and “Repeat Purchase”
data for Amazon Fresh,
identify top performing
DMAs based on new
shoppers who
continued to buy after
their first purchase.
● Test said locations
against all Fresh
available markets to
prove higher
performance of these
top 5 locations.
CHALLENGE SUMMARY
● Cost per acquisition of a new
customer decreased
significantly by 54%.
● New-to-Brand ROAS was
more than double for the top
5 DMAs, increasing by 145%.
● Targeting repeat,
new-to-brand customers in
select locations returns more
positive performance than
targeting all available Fresh
locations.
SOLUTION
● Increased investment
in the AMC test group
campaign by 85% QoQ
to maximize
performance outputs.
● Continue to identify
select top DMAs for
Amazon Fresh based
on the “New-to-Brand”
and “Repeat
Purchase” criteria.
Test campaign
New-To-Brand ROAS
New-To-Brand Cost
Per Purchase
improvement
+145%
RESULTS
-54%
Where Can I Find New Customers,
Efficiently?
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● How does conversion
rate change as shoppers
are exposed to multiple
advertisements across
the advertising channels
we are using.
CHALLENGE SUMMARY
● Audiences exposed to Sponsored
Products and Display convert
3-4x more than those exposed to
just Sponsored Products or
Display.
● Continued investment in OTT
shows the this audience
conversion rate is increasing
most rapidly month-over-month
and will eventually have a higher
conversion rate that the
Sponsored Product & Display
audience.
SOLUTION
● Continue to invest in
Display and OTT over
the long term.
● Grow the audience
size of the exposure
groups that have the
highest conversion
rates.
RESULTS
New-to-brand Purchase
Rate 2.5x higher when
exposed to Display, OTT
& Sponsored Products
Purchase Rate when
exposed to Display, OTT
& Sponsored Products
2.5x
3.45%+
How Many Ads and Ad Types Does it
Take to Convert a Customer?
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Measure the audience sizes for exposure groups
across Sponsored Products, Display, and OTT.

25.
Key Takeaways
● As cookies go away advertisers will have to
find new ways to measure campaign metrics
● Advertising measurement is becoming more
complex
● AMC can unlock efficiencies through click
pathing and full-funnel attribution.
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26.
Schedule Your
Consultation
with an Amazon
Marketing Cloud
Expert
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27.
Q&A
ALY FIELDS
Associate Director,
Strategic Services -
Commerce
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29.
Thank you!
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