“Data is a collection of facts that you’re analyzing, the inputs to intelligence. Intelligence is the ability to process data and apply insights to action
Without that application, data is worthless. Data on its own is just noise. Data that is raw and unorganized is noise. Data that is not accessible across the different functions across your organization is noise.”
This quote comes from Skai’s VP, Product Marketing, Megan Harbold, during her session at our big ShopAble event in New York earlier this year, Data is Power: The Inputs Relevant to Commerce. (note – you can watch the recording of this session from that link)
Harbold perfectly sums up the data challenge today’s companies face. Data is a key resource and competitive advantage for those who can use it right. But gathering data doesn’t seem to be the problem! It’s surfacing valuable insights and then getting that information to the right teams fast enough to use it.
In a recent Forbes report, only 27% of surveyed executives say they are highly satisfied with their organization’s efforts to harness insights from their data programs.
It’s reminiscent of the industry adage Drowning in Data, Thirsty for Insights.
Pulling valuable insights from big data sets often requires expert resources and the right technology at your side. Without these things, the value cannot be unlocked.
Or, as Harbold says above, data on its own is just noise.
Amazon Marketing Cloud has the data, and Skai helps you unlock the insights
Amazon Marketing Cloud (AMC) is poised to be one of the most powerful insight-driving tools for ecommerce marketers. According to Amazon, AMC is a secure, privacy-safe, and cloud-based data clean room solution in which advertisers can easily perform analytics across pseudonymized signals, including Amazon Advertising events and their own data sets.
At its core, it’s a highly-granular reporting solution for marketers to understand better their Amazon campaign performance at a level that no other digital publisher has yet provided. For those willing to dive in, the potential insights for planning, targeting, buying, and optimizing retail media campaigns could be a game changer.
But, the data is raw. Today, you need SQL and web development skills to access it—unless you use a partner like Skai.
Skai’s AMC solution provides:
- SQL Support. Let Skai handle your queries and alleviate the strain on SQL knowledge and resources.
- Structured Data. Easy-to-read data visualization automated from raw AMC data means our clients can get actionable insights quickly.
- Even More Granular Insights. Go beyond the AMC query results with subqueries in multiple visualizations and analyze it all in your custom Skai™ dashboard.
- Constant Campaign Optimization. Easily identify more details on path to conversion and incremental ad value to determine where to put the next dollar.
Skai’s dimensions take AMC insights-gathering to the next level
Dimensions is a long-standing core functionality built across Skai’s Paid Search, Paid Social, and Retail Media solutions. They enable our clients to apply custom labels to any and all elements within their digital programs—campaigns, ad groups & ads.
Dimensions enable advanced analysis, bulk actions & performance optimization. For example, an apparel marketer could label all its Amazon shoe products with the dimension SHOES. This way, even if they have many different shoe products across men’s, women’s, and children’s categories, they can quickly evaluate and report on the entire SHOE advertising performance within the Skai platform.
Another example would be to label campaign elements by the promotion, such as BACK TO SCHOOL 2022, which could encompass thousands of products across numerous campaigns and ads.
Dimensions are labels you can add to any element within your marketing campaigns, making post-campaign analysis with AMC faster and easier
Skai dimensions are incredibly customizable, and clients can come up with as many different dimension labels as they need.
Here are just a few examples that Amazon Ads marketers may find helpful to use across their campaigns:
- Product category, Shoes, Laptops, Cleaning Products
- Promotion, Back to School, Black Friday, Mother’s Day
- Region, US, UK, Latam
- Tactic, brand, non-brand, competitor
- Messaging, 10% off, BOGO
- Margin (profitability)
- Targeting Type
When dimensions are well thought out and applied correctly, not only does it help Amazon marketers to use Skai’s platform to run alerts and automation, but the dimensions also appear in Amazon Marketing Cloud reports.
Thus, when it comes time to sift through all of the big AMC datasets, Skai dimensions can make insight building more accessible and faster, enabling a shorter time-to-insight and getting that information to the teams that can use them while the insights are still valuable.
Interested in learning more about Skai dimensions for Amazon Marketing Cloud?
Skai’s Retail Media solution empowers brands and agencies to plan, execute, and measure campaigns on 30+ retailers in one unified platform with best-in-class automation and optimization capabilities.
Please schedule a brief demo today to see our cutting-edge innovation like AMC dimensions firsthand!