In this podcast episode, the focus is on how to effectively use Amazon Marketing Cloud (AMC) for attribution modeling. While AMC provides various models—like first-click, last-click, and blended—the main point is to leverage data strategically rather than just collecting it. The conversation highlights the need to prioritize overall profitability instead of fixating on the return on ad spend (ROAS) of individual campaigns. By utilizing AMC data, marketers can gain insights into the entire customer journey, including assisted conversions, which helps in making smarter decisions about budget allocation and optimization across channels like DSP and PPC. For businesses that may not be as data-savvy, simply tracking overall sales growth after adopting a new strategy, such as DSP, can be a solid starting point.
