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Amazon Confidential: Targeting Metrics Across the Customer Journey
- 1. Amazon.com Confidential Title Here Amazon.com Confidential Targeting at Amazon Presenter Name Date
- 2. Metrics across the customer journey 2 Amazon advertising drives awareness, consideration and sales Amazon advertising data reflects behaviors of billions of customers’ shopping experiences as they research, consider and purchase products both on and off Amazon – all at scale.
- 3. 3 Source: 1) ComScore, March 2016; 2) ComScore, December 2015 Delivering ads to relevant audiences, empowers marketers to: Single login Amazon’s login-based audience segments allow advertisers to stay engaged with the same shoppers when they use different screens, thereby supporting holistic, integrated campaigns Cross-device attribution Amazon attributes ads and conversion events―including when they occur on different devices Reach and target audiences at scale 181MM unique visitors that shop on Amazon every month1, that ranks in the top 5 for all publisher sites and has more visitors than the next 15 retail sites combined2
- 4. 4 Amazon targeting makes your message more relevant Targeting types: Amazon leverages billions of first party, real-time shopping behaviors to deliver relevant ads to your target audience, on and off Amazon In MarketLifestyle Lookalike & Remarketing Demo & GeoContextual
- 5. Pixel-based Anonymous customer match Amazon first-party data Lookalike Types of Targeting at Amazon Age/ Gender Location Income level Time of day Browser Demographic & Geographic In-market Lifestyle Behavioral Pixel-based Anonymous customer match Remarketing 5 Contextual Product category Segments based on historical search, browsing and purchase history Segments based on the detail page a consumer is actively viewing Segments to extend campaign reach Custom segments created uniquely for an advertiser Segments to reach a specific audience type
- 6. Lifestyle targeting leverages Amazon first-party data from up to the past year of habitual search, browsing and purchase behaviors. Lifestyle Targeting Segments Health Strivers Customers who have browsed or purchased health and/or fitness related products in the past 12 months. Video Gamers Customers who have browsed or purchased products from the Video Game product category over the past 12 months. Lifestyle In-Market Contextual Lookalike & Remarketing Demographic
- 7. In-market targeting allows an advertiser to reach customers who have recently browsed for a product within a specific category In-Market Targeting Segments Lifestyle Contextual Demographic In-Market Lookalike & Remarketing
- 8. Contextual product category targeting delivers ad creative based on the detail page the customer is actively viewing – rather than leveraging a customers’ historical interactions with Amazon. Contextual Product Category Targeting Lifestyle In-Market Lookalike & Remarketing Demographic Contextual
- 9. Remarketing your lost customers » Customers who have visited your brand’s website » Your Lost Customers» Customers who viewed your products but did not purchase
- 10. Targeting shoppers of similar products People who viewed products similar to your products Shoppers that have looked at products like yours
- 11. Target new people who exhibit similar behaviors to your current customers or site visitors through audience lookalike targeting Extend your reach through Lookalike Targeting Use data collected from an advertiser’s website via a remarketing pixel Create Advertiser Audience segments by matching your CRM data to Amazon shopper data Use Amazon first-party shopping data Lifestyle In-Market Contextual Demographic Lookalike & Remarketing
- 12. 12 How can we use Advertiser Audience segments in campaigns? Reach NEW customersReach EXISTING customers Reach LOOKALIKE customers Lookalike & Remarketing
- 13. 13 How to create an Advertiser Audiences Customer List segment 1 2 3 Build a list of at least 20,000 email addresses into a .txt file Your hashed file is matched with a list of hashed Amazon customer email addresses Matched records become your Advertiser Audiences segment and unmatched records are removed. All hashed data is deleted immediately4 Submit list to Advertiser Audiences to hash Your browser will hash the file before upload OR Hash the list yourself using SHA-256
- 14. 14 Business results of Advertiser Audiences from early case studies Results over campaign averages in all customer journey stages Awareness: 2x CTR Consideration: 9x DPVR Purchase: 4-8x Purchase Rate ROAS lift: 100-700% over campaign averages Est. 5-10% cost savings when focusing on new customers Lookalike customers have 200% uplift in traffic to detail pages, 4x more likely to purchase
- 15. Amazon can reach specific audiences by targeting customers based on: Demographic Targeting Segments Gender Age Children in household Household income Lifestyle In-Market Contextual Lookalike & Remarketing Demographic
- 16. thank you for more information please visit advertising.amazon.com
Editor's Notes
- Amazon can provide visibility into millions of customers’ shopping behaviors as they move through the customer journey. In real-time, we collect browsing and purchase signals from customers across all channels and touchpoints including AAP, Mobile, Kindle, Fire TV, etc. To make this data actionable, Amazon provides targeting capabilities for an advertiser to reach their target audience both on and off Amazon based on customers’ observed shopping behaviors. This means that any time a customer takes an action on Amazon.com, they can be included in targeting segment(s) within a second of that action to enable advertisers to reach the right customers.
- Amazon deliver insights throughout the customer decision journey from ad exposure to conversion. As the 5th largest publisher Amazon has broad reach and in terms of retail we have a larger audience than the next 15 sites combine The single Amazon login allow us to gather insights across the customer journey Which allows for Cross-device attribution from ads and conversion events―including when they occur on different devices (Note we do not have complete multi-touch attribution, we have a last click attribution model and have the “Global Ad Assist Report” to measure assists.
- Amazon targeting leverages millions of customers' real-time shopping behaviors across devices, allowing advertisers to reach the right customers with a relevant and timely message when they're on Amazon, or on hundreds of websites and apps. Amazon algorithms work to instantly define audience segments based on their browsing and purchase behaviors and optimize campaign targeting towards the most effective audiences. Lifestyle: reach audiences with specific interests such as favored brands, and products as shown by past year of search, browse and purchase behaviors In-Market: reach those who show signals that they might be in the market for a product based on recent search and browsing history Contextual: reach desired audience by targeting with relevant ad content that aligns with the content of the detail page that a customer is viewing Advertiser Specific: Segments are created using anonymized data sent from an advertiser’s website via a pixel or through a customer list match with Amazon customers. Demographic: reach desired demographic audience by targeting customers based on their gender, age, children in the household and household income. Note: Targeting works best when layered together.
- Here is a look at our suite of targeting practices, some of which truly differentiate us in the publishing space. Demographic: reach your desired demographic audience by targeting customers based on their gender, age, children in the household and household income. To provide this targeting, Amazon uses anonymized, third-party data. We also can use core targeting parameters, such as location, time-of-day, and browser. Note of caution when using demo targeting: some key audiences can be missed using demo targeting alone. Contextual: Contextual targeting delivers ad creative to a customer based on the current detail page the customer is viewing. It analyzes the content of the detail page that a customer is viewing to determine the type of ad creative and message to serve while the customer is in a shopping mindset. Behavioral targeting: Lifestyle and In-Market Lifestyle: Reach audiences with specific interests such as favored brands, and products as shown by past year of search, browse and purchase behaviors Lifestyle targeting leverages up to 365 days of observed, first party search, browsing and purchase behaviors. In-Market: In-Market segments include customers who show signals that they are actively shopping for a product based on their recent search and browsing history within in the last 30 days Unlike other major publishers, these audience segments are based on observed first-party purchase behaviors updated in real-time across devices. Remarketing and Audience Lookalike Reach desired audiences by using anonymized advertiser data (with permission of the advertiser) for remarketing, building audience lookalike modules or creating segments of common/overlap customers between the advertiser and Amazon Targeting. Remarketing allows an advertiser to continue engaging with customers with whom they already have a relationship. To build remarketing segments, advertisers must agree to place an Audience pixel on their site. Amazon will use information generated by the pixel to create audience segments and target campaigns for the advertiser. Once a pixel is in place, the advertiser can further engage these customers who have already visited their site. Remarketing segments are only available to the advertisers for which they were constructed. Remarketing is beneficial for non-endemic advertisers and smaller advertisers whose products are not sold on Amazon or whose category is still growing on Amazon. Audience lookalike targeting enables advertisers to extend reach by targeting audiences who exhibit behaviors similar to those who have previously purchased products or shown desirable behaviors such as subscribing to an advertiser newsletter or filling out an advertiser’s form. Lookalike targeting allows Amazon to create new unique behavioral segments specific to the advertisers’ success metrics, and these segments are updated in real-time. Lookalike Audiences can be created in a few different ways: Using information provided via a pixel on the advertiser’s website From an advertiser’s customer list via Advertiser Audience Segments Using Amazon first-party data as the basis for the lookalike (i.e., create a lookalike of shoppers who have browsed for socks over the last 90 days)
- Lifestyle targeting leverages Amazon first-party data from up to 365 days of habitual search, browsing and purchase behaviors that are used to signal specific interests such as favored brands, products and sub-categories.
- In-market targeting allows an advertiser to reach customers that are likely to take action or make a purchase because their behavior shows signals that they are actively shopping for a product based on their recent browsing history within in the last 30 days. For example, customers who are “In-market for HDTVs” have, in the past 30 days, browsed on detail pages within the HDTV product category. In-Market segments are established at the product category (Electronics), and sub-category (Laptops) levels for many categories and at brand level (Google Chromebooks) for some products.
- Contextual product category targeting allows advertisers to deliver relevant ads to users while they are actively browsing on a detail page within the contextually targeted product category or browse node. Unlike Amazon’s other targeting options, Contextual targeting does not leverage a customers’ historical patterns or previous interactions with Amazon; instead, Contextual product category targeting delivers ads based on the detail page a user is viewing in real-time. This ensures that relevant ads are delivered to the right audiences at the right time - while they are actively researching and considering products. These contextual browse node segments allow advertisers to target customers who are in the middle of their customer journey and are already shopping for specific categories of products, such music software, suspense books, bicycles, strollers etc. Contextual product category targeting is designed to drive consideration and purchase behaviors. For endemic link-in campaigns that have direct response goals, we recommend that campaign managers add contextual targeting segments as a separate line item in the media plan per standard operating procedures. *Contextual targeting is now only available on product detail pages.
- Remarketing allows an advertiser to continue engaging with existing customers or prospects. Leveraging a remarketing pixel, advertisers can remarket to people who may have viewed their website or filled out a form. To build remarketing segments, advertisers must agree to place a remarketing pixel on their site. Amazon will capture data generated by the remarketing pixel to target campaigns for the advertiser. Remarketing segments are only available to the advertisers for which they were constructed. Remarketing is beneficial for non-endemic advertisers and smaller advertisers whose products are not sold on Amazon or whose category is still growing on Amazon.
- + 600 segments
- Audience lookalike targeting enables advertisers to extend reach by targeting new people who exhibit behaviors similar to customers who have previously purchased products or showed desirable behaviors such as subscribed to a newsletter or filled out a form. Lookalike targeting allows Amazon to create new unique behavioral segments specific to the advertisers’ success metrics. A shopper is moved in or out of a model-based segment within a second after changing their shopping patterns. Lookalike Audiences can be created in a few different ways: Using data collected from an advertiser’s website via a pixel From an advertiser’s CRM database via Advertiser Audience Segments Using Amazon first-party data about consumers who have previously purchased or interacted with the advertisers’ products and detail pages
- Directly reach your existing customers by targeting the matched overlap of people who are both your customers and Amazon’s customers. Find people who look like your customers by using lookalike targeting. Only reach new customers on and off Amazon by anti-targeting matched customers.
- Put a list of at least 20,000 email addresses into a text file, with each email on a separate line. 2. You have the choice of hashing the list yourself using an SHA-256 utility of your choice OR submitting the raw text file of email addresses for the tool to hash in your browser. If you submit a raw text file of email addresses, the list will be hashed in the browser before being sent to Amazon. The Advertiser Audiences Customer List tool will never submit any unhashed data and Amazon will never be able to view your raw email list. - If pre-hashing, you must input email addresses in all lower-case with no spaces and only 1 email per line (all emails will be converted to 64 alphanumeric characters) - If pre-hashing, be sure to select the checkbox specifying “This file contains hashed data” - Advertiser Audiences will not accept any unhashed data. Even if there is 1 raw email in the pre-hashed list, the tool will not send the data to Amazon - Hashing is performed using a one-time key that changes each time you use the tool. This is to fully protect all private data 3. Your hashed file is matched with Amazon’s hashed customer email addresses in an encrypted environment 4. The matched emails become your Advertiser Audiences segment, and the unmatched emails are removed. Once your new segment has a status of “Active”, you can use it the segment targeting field when creating line items. There is no audience fee applied to Advertiser Audiences segments. All data is immediately deleted What happens when I click ‘Create Segment’? If you have not pre-hashed, the email list is hashed locally on your browser and is transferred to Amazon. Once Amazon receives all of the hashed data, we run a match of it to Amazon’s hashed data. A segment is then created comprised of the overlapping records identified via the matching process. If your data is pre-hashed and you have selected the pre-hash checkbox, the tool will check to ensure the data has indeed been secured using SHA-256 (if not, it will return an error and will not send any data to Amazon). If successful, the data is transferred to Amazon for the same matching process to find overlapping records.
- All results are sourced from 3 case studies available on the advertising.amazon.com website and reflect campaigns in q4 2016 from Nespresso, Burt’s Bees (Clorox), and Ubisoft. ALL STAGES OF THE CUSTOMER JOURNEY Relevance applies to any campaign focus, as speaking to the right audience is more likely to achieve the results you want. Including current customer segments into an AMG media plan can help to optimize the use of media for any part of the customer journey. GREATER RETURN In early case studies we’ve seen purchase rate increase 4-8 times over. This is because advertisers are able to leverage their existing segments of prospects and loyalists in their CRM database for retargeting and lookalikes. Greater sales for the same advertising spend with no cost to use Advertiser Audiences translate to a lift in ROAS. Segments who are matched using Advertiser Audiences have experienced a ROAS increase of 100-700% over the total campaign average. NEW CUSTOMERS In one case, Nespresso focused on new customers by matching current machine owners with Advertiser Audiences and excluded them from the campaign. This created savings since they weren’t serving redundant ads to current machine owners to buy a machine (thus saving money on the CPMs). This meant their ad budget could be better utilized by serving new machine ads to an audience that was not currently in their CRM system. LOOKALIKES Creating a lookalike segment from your best customers leverages data science to uncover common traits that are likely to drive more consideration and purchase. In a case study, Burt’s Bees created lookalikes from their most loyal customers, uncovering new prospects with similar attributes and were likely to also be future loyal customers. These lookalikes had a 200% increase in detail page traffic and were 4x more likely to purchase than the campaign average.
- Amazon can reach advertisers’ desired demographic audience by targeting customers based on their gender, age, children in the household and household income. To provide this targeting, Amazon matches shopper ids with third-party demographic data sources. We also can use core targeting parameters, such as location, time-of-day, and browser. Note of caution when using demo targeting: some key audiences can be missed using demo targeting alone because of users who share Amazon login ID’s across a household.