A household goods brand unsure if DSP was adding value used AMC attribution analysis to prove it and lift conversions 15.9%.
A leading international household goods brand had been effectively employing Amazon's diversified advertising solutions, including Sponsored Ads and Amazon DSP, to carve out significant market space in their category. However, they aimed to dissect the incremental sales impact generated by DSP ad investments. The ultimate goal was to fine-tune the balance of budget allocation between DSP and Sponsored Ads to maximize ROAS.
surge in conversion rate
higher conversions for DSP + SP audiences vs. SP alone
unique users identified through AMC analysis
Our strategy employed Amazon Marketing Cloud's pre-constructed overlap analysis model to decipher audience overlap between DSP and Sponsored Products. This approach facilitated a thorough analysis of conversion efficiency, enabling a better understanding of the full sales funnel.
To understand the customer journey and the impact of different touchpoints on final purchase, we leveraged a Markov Chain model for sophisticated multi-touch attribution. This technique pinpointed the individual contribution of each advertising format to total purchase conversions, calibrated bidding strategies, and drove a reassessment of budget allocations for on and off-Amazon advertising. The analysis also established an optimal frequency cap to ensure ads weren't over-saturating the target audience.
Audiences targeted by both DSP and Sponsored Products showed a 16.7% higher conversion rate versus SP-only audiences. Multi-touch attribution data drove strategic budget reallocation between Sponsored Ads and DSP. The end result was a 15.9% surge in overall conversion rates.
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