Strategic planning can be challenging for brands without B2C sites, as there can be a disconnect between customer data and purchase data. To overcome that, Kinesso Canada, IPG Mediabrands’ performance marketing arm, is working with Amazon Ads and the Amazon Marketing Cloud (AMC) to optimize campaign tactics and inform business decisions. AMC is a secure, privacy-safe, cloud-based cleanroom where Kinesso is connecting and enriching clients’ first-party audience data.
Christy MacLeod, chief data and solutions officer for Kinesso Canada, says, “The analysis from AMC is invaluable to our clients and those of our agency partners UM, Initiative and Media Experts. We can now offer clients a scalable solution to develop performance-focused audiences that help them meet their business objectives.”
MacLeod says the AMC data allows the agencies to look at specific produces or SKUs and see the consumer behaviour represented in the Amazon first-party data. This could include which other products they buy, the household or specific gender, and other CPG products bought within the same household. That data provides insights into how to cross market to that consumer, and what other products to put near them. “You also start to see lifetime value as well, the impact a specific consumer might have on the overall product sale,” she says. “So, whether they buy this product at a high demand, or full price, or if they’re really interested in other products that are premium in nature from that same CPG client as well.”
Kinesso does not limit its use of AMC only to CPG brands. MacLeod says the agency is focused right now on moving into non-endemic clients that don’t sell products on Amazon such as autos, for example. Buying is also not limited to Amazon platforms. “If you’re selling cars, you can load first-party data through Amazon and see that this premium car purchaser I’m trying to reach is actually buying a ton of premium plant-based products. You realize that purchases don’t just start and end with their car. They’re actually looking at premium products of different types and categories.”
MacLeod says, “It’s a powerful tool that can also work behind the scenes and be integrated through different bidding models, no matter what media you’re planning on using, whether it’s OOH, online or broadcast. The client feedback has been very positive and for some, one of the first times they’ve been able to set benchmarks and get an understanding of who their consumer is, what type of sales to be expected across different timeframes, across different audiences.”
