The document outlines the agenda for the Amazon and Retail Media Summit, including sessions on brand building, custom audience segmentation, and omnichannel measurement. It emphasizes the importance of aligning content strategies on Amazon with direct-to-consumer approaches, leveraging features like Brand Story and A+ content. Key takeaways stress internal collaboration, comprehensive metric analysis, and utilizing Amazon as a platform for brand relevance.

1. The Amazon
and Retail
Media Summit
Can Amazon be Used as a Brand
Builder?

2. 2
Session 1
10am PT | 1pm ET
Amazon and Retail Media State of the
Union: Charting the Course
Session 2
10:35am PT | 1:35pm ET
How Can I Reach Custom Audience
Segments on Amazon?
Session 3
11:10am PT | 2:10pm ET
Why is Omnichannel Measurement the
New Gold Standard for Brand Growth?
Session 4
11:45am PT | 2:45pm ET
Your Map to Navigating the Future of
Amazon and Retail Media
Session 5
10am PT | 1pm ET
Smart Budgets, Strong Brands: The
Game-Changing Guide
Session 6
10:35am PT | 1:35pm ET
How to use Curated Deals to Drive
Programmatic Success
Session 7
11:10am PT | 2:10pm ET
What Are the Latest Strategies for Driving
Your Bottom Line?
Session 8
11:45am PT | 2:45pm ET
Can Amazon be Used as a Brand Builder?
DAY 1
Wednesday, February 7, 2023
DAY 2
Wednesday, February 14, 2023

3. Today’s Logistics
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Katherine Bishop
Marketing Webinars Specialist

4. 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*
$4B
#1
1000+

5. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

6. Our Speakers
JESSICA DERKSEN
Senior Manager, Commerce Media
KARIE CASPER
Strategist, Amazon Search
EVA HART
Enterprise Content Manager &
Amazon Growth Expert
DAN LEBLANC
CEO & Co-Founder
GÖKHAN ERKAVUN
CEO & Co-Founder

7. How involved is your brand team when it
comes to retail media strategy?
● Our brand team is heavily involved in our retail media
strategy.
● We connect from time to time.
● Brand has no involvement in our retail media strategy.
POLL

8. ● Content Strategy is key.
8
Setting Yourself Apart
● Leveraging tools like Amazon Live and Amazon Inspire
can amplify brand presence and engagement.
● Regularly updating your Amazon Storefront
ensures it remains advertiseable and aligned
with your brand strategy.
● Make use of features like "Brand Story" and A+
Content to enhance product appeal and
visibility.

9. ● Siloed goals hinder progress, while shared data,
audiences, and strategies across channels improve
overall business performance.
9
Managing Internal Goals
● A robust product strategy is critical for success,
especially in a landscape where customer ownership
is limited.
● Product differentiation, pricing strategies, and
customer relations are focal points for success.
Defining clear strategies across teams ensures
alignment and maximizes results.

10. Despite differences in Lifetime Value (LTV), comparing
metrics like Return on Ad Spend (ROAS) and Cost Per
Order (CPO) across channels is crucial. Understanding
individual channel performance as well as combined
impact is key for optimizing strategies.
10
Navigating Measurement
Different channels may prioritize different metrics. For
example, focusing on New-to-Brand (NTB) on Amazon
while emphasizing retention and LTV on DTC. Aligning
strategies and sharing audiences can bridge these
differences and enhance overall performance.

11. Leveraging already created content from social
platforms through vertical video is now more accessible
on Amazon, enhancing product visibility and
engagement.
11
Video Strategy
The effectiveness of user-generated content and
influencer collaborations in driving traffic and
engagement.
Vertical video placements perform exceptionally
well.

12. Good reviews, a well-maintained storefront, and brand
pages are crucial.
12
Search
Customers often encounter ads outside of Amazon but end
up searching directly on Amazon.
Every brand should consider listing at least some
products on Amazon, regardless of their primary
fulfillment channel.

13. ● Purpose beyond sales: Understand and tailor
messaging and strategies for each channel
13
Brand Consistency
● Create comprehensive brand guidelines, including
color codes, logo usage, messaging, mission
statement, imagery, and user personas.
● Integration of tech-stack: Ensure tools used
for advertising and management
communicate for consistency.

14. Key Takeaways
1. Established brands are leveraging Amazon not just for
presence, but as a key platform to build and maintain
brand relevance.
2. Brands are aligning their Amazon content strategy with
their Direct-to-Consumer (DTC) approach, emphasizing
the importance of utilizing features like Brand Story, A+
Content, and updating the Amazon Storefront
continuously.
3. Internal alignment is crucial for success on Amazon, as
separate goals can lead to competition within the brand
itself.
4. Comprehensive analysis of metrics across channels is
vital for understanding performance. It’s important to
understand the differences between platforms while also
knowing each platform serves a unique purpose in overall
strategy.

15. Schedule Your
Consultation
with an Amazon
and Retail Media
Expert

16. Q&A
JESSICA DERKSEN
Senior Manager, Commerce Media
KARIE CASPER
Strategist, Amazon Search
EVA HART
Enterprise Content Manager & Amazon
Growth Expert
DAN LEBLANC
CEO & Co-Founder
GÖKHAN ERKAVUN
CEO & Co-Founder

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18. Thank you!