September 12, 2023
August 5, 2022
Amazon has long been the top e-commerce destination for U.S. consumers. Until recently, though, the ability for advertisers to evaluate the effectiveness of external traffic to Amazon has been conspicuously absent. Amazon Attribution finally changes this, enabling brands to measure the impact of cross-channel marketing efforts that drive to Amazon all in one console for the first time.
“Amazon Attribution is a game changer for agencies and marketers. Previously, brands couldn’t measure the success of cross-channel advertising driving sales and awareness to Amazon. With Amazon Attribution, brands can now better quantify their media investment and effectiveness of other channels. As a result, they could potentially double down on their Amazon media investment.”
Lizzy Delorio, Head of Media, Podean
What is Amazon Attribution?
Amazon Attribution is an advertising and analytics measurement solution used by agencies and marketers to gain insight into how non-Amazon marketing channels across social, search, display, video and email influence shopping activity and sales performance on Amazon. For example, prior to the launch of Attribution, if a brand was running a Google search ad driving to Amazon, it wasn’t possible to accurately measure how the Google campaign affected sales on Amazon. With Amazon Attribution, this is now possible under one console. This service is available for professional sellers enrolled in Amazon Brand Registry, vendors, and agencies with clients who sell products on Amazon.
Measure. Optimize. Plan.
By using Amazon Attribution, marketers can discover a plethora of new ways to grow their business on Amazon. There are three key elements that help maximize the benefits of using this tool: Measure, Optimize and Plan. First, marketers can measure and understand the influence of their cross-channel digital marketing activities using insights from Amazon Attribution. Second, marketers can make in-flight optimizations by using on-demand advertising analytics to ensure both impact and efficiency. Finally, marketers can learn which marketing strategies most effectively drive sales and maximize ROI to help build future marketing plans.
Key Benefits of Amazon Attribution
The Amazon Attribution Advantage
Why should marketers use Amazon Attribution Measurement? Consumer-brand engagement is higher than it has ever been, and marketers need to capitalize on the non-Amazon channels that play key roles in the shopping experience. Although Amazon Advertising already helps drive brand consideration and awareness, Amazon Attribution gives marketers a new perception of what is driving value to their brand and what is resonating with consumers. Ultimately, Amazon Attribution allows brands to finally attributesales to their off-Amazon marketing.
Could Amazon reward sellers that drive external traffic to its retail sites? Though this is not confirmed, many sellers believe that’s exactly what happens, and it would certainly make sense. When driving more external traffic to Amazon, Amazon gains more potential customers and volume. This could lead to better organic search for brands and better treatment from Amazon itself.
Best Practices:
Recent Updates (September 2020): Expanded bulk operations capabilities with Facebook Ads
Amazon Attribution bulk operations were initially designed for Google Ads. As of September 2020, according to Amazon, “Bulk operations for Facebook ads enables advertisers to automatically generate up to 8,500 Amazon Attribution measurement tags by uploading a single file containing campaign information.” With the newly generated tags, brands can now download reports to help inform them on cross-channel spend and performance. Setting up campaigns across the Facebook ecosystem including on Instagram and Messenger become that much easier.
Case Study: Major Consumer Electronics Company
The Challenge: A major consumer electronics company selling headphones approached Podean looking for a better way to understand how effective its cross-channel campaigns were in contributing to boosting sales on Amazon. The brand had been running Google Ads driving to Amazon but didn’t know how successful the campaigns were in ultimately driving sales on Amazon.
The Solution: Podean activated Amazon Attribution for the brand, which allowed it to actually measure digital activation performance across multiple channels. Within the familiar API console, the brand learned that while the Google campaigns were successful in driving brand awareness to its Amazon store, the return wasn’t as high as previously thought in terms of ROAS. Without Amazon Attribution, the brand had been left in the dark.
The Solution: Thanks to Amazon Attribution and Podean’s insights, the brand shifted 25% of its Google Ad spend to Amazon Search to drive incremental sales. The results were impressive. This past quarter, total sales on Amazon grew by more than 62% and more than 321% year-over-year. Thanks to Podean activating Amazon Attribution, the brand was able to unlock new insights and ultimately sell more product.
While this type of growth is not guaranteed when activating Amazon Attribution, there are numerous other useful insights brands can discover. Another Podean client in the beauty space discovered that 21% of their Google Ad revenue converts on Amazon.
September 12, 2023
September 12, 2023
August 5, 2022
Emily…
James comes to Podean with a wealth of marketplace knowledge having worked at Amazon Corporate for 5+ years. He worked in many different roles and groups during his time there from Seller Support to Vendor Management. From recruiting and onboarding 3P sellers to new categories, handling highly escalated executive level contacts, and managing vendor relationships he brings an inside understanding of how Amazon works. James is passionate about online retail and brings a client and customer centered approach as the Head of US Retail Operations. Before his e-commerce focused life, James worked across industries that have always focused and delivered results in customer service, account management, and inventory management.
With more than 15 years of experience Alejandro has led some of the most edgy projects in the LATAM region and has built-up high-performance teams from both agency and brand sides. Working with Havas he put together a Consumer Engagement unit for Pepsi. He led a WPP digital solution for L’Oréal and while working with Mediacom he redesigned Coca-Cola’s media team. Most recently he was a fundamental part of Danone’s media transformation into a brand salience unit. He was born and raised in Mexico City, loves being outdoors, listening to music and spending time with his 7-year-old daughter.
Danielle leads media globally for Podean. She previously led the Amazon and e-commerce division at performance marketing agency, Merkle (part of Dentsu). Danielle has deep expertise across all facets of Amazon advertising – DSP, sponsored ads, audio, out of home and beyond. She has delivered significant growth for some of the world’s largest brands including Nestle, managing tens of millions of advertising spend on their behalf.
Before Podean, Travis Johnson was Founder and President of Dentsu’s Amazon-focused consultancy, Sellwin. Prior joining Dentsu he was Global CEO of Ansible Mobile in New York, and also held CEO positions in Australia for media agencies UM, Initiative and Cadreon. He was an Adweek Media Allstar in 2017 and has won over 50 International Awards across his career.
Maddie leads our client management team and also marketing for Podean. Maddie’s team operates as an extension of our client’s teams – anticipating their needs, thinking proactively, and always delivering on time. Maddie is also responsible for all aspects of Podean marketing, from blogs and email newsletters to PR, content, and advertising.
Lizzy manages the Podean media team across any, and every, media solution offered by Amazon and other marketplaces. Whether it’s search/sponsored ads, DSP display and video, Twitch, audio or activations we have the experts to deliver. Every client that her team has worked on has seen a step-change in media effectiveness and sales versus their previous operations.
Jonathan Hawkins leads Podean’s European operations, working with clients spanning all categories. His team assists brands with every aspect of setup and optimization across the region including supply chain advice, logistics, retail operations, analytics and media management. P Before joining Podean, Hawkins was Commercial Director of Square Up media, owners of media properties including Escapism, Foodism and Square Mile. During his decade at Square Up he led editorial, content and most recently commercialisation and sales with a focus on digital products and ecommerce growth.
We have hand-picked the best and brightest Amazon talent from around the USA and the world. Our delivery team of 6 New York based, and 17 Amazon and marketplace marketing specialists ensure our clients receive the best campaign performance. They are experts in retail management, performance media optimization, but also video, analytics, AMC, voice, creative and higher impact executions.
Ashley has covered all aspects of digital marketing in his career, having led digital media for Initiative Media Australia, then managed a team of cross-functional digital salespeople at Mi9 (MSN) and was most recently the Managing Director of ecommerce conversion optimization software company, Ve. Ashley’s leadership, collaboration skills and entrepreneurial spirit drive the Australian business.
Mark is a 20+ year digital leader and before Podean was EVP at Reprise where he successfully launched IPG’s Amazon Center Of Excellence. Prior to this, Mark led mobile and innovation agency Ansible. Earlier in his career he was the Founder and CEO of Concep, an email and performance marketing agency with offices in the UK, USA and Australia.
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