Today, consumers have the ability to buy, read, listen and watch how they want and where they want, creating more ways to interact with brands digitally than ever before. And while more channels and media options provide rich opportunities for marketers to connect with customers, they also increase the complexity of decision-making.
Compounding these challenges are changes to ad addressability. To navigate these industry changes, many advertisers are building more direct relationships with their customers and investing in proprietary data management technologies. Data cleanroom solutions also play an important role in extending transparency and choice to advertisers.
Which data clean room is
Data cleanrooms help advertisers leverage personalized insights and analytics while respecting privacy. They help advertisers design and run assessments tailored to their needs. Advertisers can better prepare, activate and evaluate their ad campaigns using rich signals from multiple parties, including the advertiser’s own first-party relationship data. This provides advertisers with a personalized perspective to understand different aspects of their marketing efforts, from planning to measuring and improving performance.
Why Cleanrooms are Important for Insight Driven Marketing
Ongoing industry changes regarding ad addressability will continue to impact how marketers use data and render past methods obsolete. As we look to the future, data clean rooms are a sustainable way to keep operating efficiently across all channels.
By combining pseudonymous datasets across multiple sources, marketers can overcome silos and gain a more holistic view of the customer journey. At the same time, they can focus on media attribution, audience segmentation and more.
For example, marketers can perform cross-channel attribution analysis to understand which channel investments appear most often in the path to customer conversion and which are most profitable for driving sales.
Media mix analysis is another common way to leverage cleanrooms. This helps marketers understand not only which single channel is useful, but which combination of channels will help maximize results.
We’ve also seen marketers add first-party datasets, such as brand website engagements, DTC store sales, or pseudonymous audiences, to cleanrooms for further analysis. This helps them discover audiences with high purchase intent, understand engagement journeys, and then design channel activation plans accordingly.
Data cleanrooms are generally easy to use, with interfaces and templates familiar to data analysts, strategists, and engineers. This benefits a variety of roles within a marketing organization, from data scientists and analysts who are hands-on users of the tool, to brand strategists and media planners who leverage this information to design and execute marketing campaigns. .
How Cleanrooms Can Best Serve a Brand’s Information Program
Start with a list of concrete questions to answer or hypotheses to validate, and strategically draw on models and standard use cases offered by cleanroom vendors to start your conclusions. After some practice, consider creating custom learning programs, developing custom reports, and even creating your own query templates. This allows you to deepen your learnings and accelerate your analytical executions.
Since its launch in early 2021, Amazon Marketing Cloud (AMC), the data cleanroom technology of Amazon Ads, has helped thousands of advertisers better understand audience relevance, media performance and engagement. channels throughout the customer journey. We’ve also seen that many of our clients dig deeper into AMC’s functionality to explore patterns, causes, and correlations between different marketing factors to generate actionable and insightful learnings. Additionally, many Amazon Ads partner agencies and tool providers have developed dedicated AMC services and applications, and you can also engage with them to further facilitate or augment your use of AMC.
Learn how brands are harnessing the power of information to drive effective cross-channel advertising with Amazon Marketing Cloud.