Amazon Measures Ad Impact of Sales at Top Retailers
Amazon is measuring the sales impact its ads have across multiple retailers through a new partnership with Stackline, an AI-enabled retail intelligence and activation platform.
The new solution, dubbed “Stackline Multi-Retailer Attribution,” combines proprietary audience technology and Amazon Marketing Cloud to allow brands to quantify all consumer purchases driven by their Amazon advertising investments across all major retailers, both online and brick-and-mortar, according to a media release.
This approach captures a comprehensive view by measuring consumer purchases across retailers and channels at the individual products level – and then connecting that behavior back to shoppers who engaged with a brand's Amazon paid search, demand-side platform (DSP) or other media campaigns.
The partners collaborated on this solution to “address long-standing challenges in the industry,” per the release. Brands are increasingly demanding more precise data to allocate and optimize their marketing budgets as retailer attribution models have historically focused on a single retailer's performance.
Early Case Study
Stackline said a large multinational manufacturer leveraged this technology to measure a Thursday Night Football advertising campaign last season. The grocer aired commercials across four of its brands throughout the season and invested nearly $10 million in dynamic ads.
The commercials generated ad-attributed sales that extended beyond Amazon. By leveraging advanced data analytics in a cleanroom with Multi-Retailer Attribution, Stackline measured the sales from viewers who saw the ads and subsequently purchased products at major retailers, including Walmart, Kroger and Target, both online and in-store.
The analysis revealed that viewers who saw the ads contributed an additional $63 million in sales from other retail partners, per the release.
Key features of the Multi-Retailer Attribution solution include:
- Omnichannel Measurement: Integration of Stackline's Shopper OS data with Amazon Marketing Cloud provides a holistic view of sales attribution across multiple retailers.
- Detailed Insights & Analytics: Brands can understand consumer behaviors and optimize advertising strategies across various channels.
- Advanced Targeting & Personalized Messaging: Customized audience targeting and messaging helps enhance ad efficiency and engagement.
"Today's announcement marks a significant milestone in the evolution of digital advertising analytics," Michael Lagoni, CEO of Stackline, said in the release. "By partnering with Amazon, we offer our clients a unified view of their customers' journeys, transcending traditional single-retailer limitations.”
"Stackline's technology and Amazon's data capabilities together empower brands to see not only the direct effects of their advertising on Amazon but also the broader influence on offline and online sales across the entire retail ecosystem," Mitch Keidan, co-founder and head of product at Stackline, added.