Future Commerce · with Kiri Masters · April 28, 2023 · 46 min
Summary
This episode unveils 23 next-generation DSP metrics crucial for modern ecommerce success, moving beyond traditional ROAS and impressions. It highlights how businesses can leverage Amazon DSP and Marketing Cloud to gain deeper audience insights, optimize campaigns for different buyer journey stages, and even discover "gateway" products to drive new customer acquisition and market share.
Key takeaways
Implement a 'Competitor Audience Acquisition' metric to track how many unique users from competitors' audiences your campaigns reach, serving as a leading indicator of market share.
Utilize 'Review Page View Rate' to understand consideration by measuring the percentage of product page visitors who engage with reviews, indicating purchase intent.
Leverage Amazon Marketing Cloud (AMC) to combine first-party brand data with Amazon's ecosystem data, allowing for deeper insights into cross-channel customer behavior and the identification of hero/gateway products that lead to repeat purchases.
Beyond sales, use Amazon DSP for top-of-funnel activities like building awareness and targeting specific Amazon audiences (e.g., "outdoor enthusiasts," "families in specific geographies") that traditional PPC cannot reach.
Adopt a tailored approach to metrics by selecting 6-8 "fit-for-purpose" metrics relevant to specific brand objectives and product attributes at each stage of the customer journey, rather than a generic set of 23.
The guys sit down and hear from Kiri Masters about her newest report, Fit For Purpose: 23 Next-gen DSP Metrics That Measure What Matter, and the incredible insights found within. As always, Kiri provides interesting ways to look at important metrics like only she can. Listen in now and hear more!
What does this episode say about amazon & marketplaces?
Implement a 'Competitor Audience Acquisition' metric to track how many unique users from competitors' audiences your campaigns reach, serving as a leading indicator of market share.
What does this episode say about paid acquisition?
Utilize 'Review Page View Rate' to understand consideration by measuring the percentage of product page visitors who engage with reviews, indicating purchase intent.
What does this episode say about analytics & attribution?
Leverage Amazon Marketing Cloud (AMC) to combine first-party brand data with Amazon's ecosystem data, allowing for deeper insights into cross-channel customer behavior and the identification of hero/gateway products that lead to repeat purchases.
What does this episode say about amazon & marketplaces?
Beyond sales, use Amazon DSP for top-of-funnel activities like building awareness and targeting specific Amazon audiences (e.g., "outdoor enthusiasts," "families in specific geographies") that traditional PPC cannot reach.
What does this episode say about amazon & marketplaces?
Adopt a tailored approach to metrics by selecting 6-8 "fit-for-purpose" metrics relevant to specific brand objectives and product attributes at each stage of the customer journey, rather than a generic set of 23.
