Partner Spotlight: An Interview with Artefact on Amazon Marketing Cloud

Interview with Thomas Faure – Consulting Director – Data and digital marketing, eCommerce Lead at Artefact

Amazon Ads: What Is Artefact’s Approach To Amazon Marketing Cloud (AMC)?

Thomas Faure: “Advising on brands’ online sales strategies and helping them sell online more effectively has been one of our main strategic goals over the past few years, especially during the COVID-19 era. Amazon Ads, and AMC in particular, is a big step forward in harnessing multiple signal sources and training new knowledge to fuel both marketing and category management.

AMC is an important asset for Artefact and our clients for three main reasons:

At Artefact, we leverage our AMC expertise to provide brands with fast, actionable data-driven insights. For example, in recent months, we have supported a large entertainment company wishing to adapt and optimize its media investment to support new product launches. We were tasked with defining the ideal media format and audience mix to maximize the business impact of their Amazon DSP investment. With AMC, we were able to:

  • Analyze campaign recency to ensure optimal performance

  • Understand the impact of capping the number of exhibitions on sales by audience segment

Amazon Ads: What’s your recommendation for an advertiser starting out with AMC?

Thomas Faure: “We advocate a four-step approach:

  1. AMC configuration:
    At Artefact, we help brands activate AMC instance and facilitate the aggregation of different datasets, including Amazon Ads signals and first party datasets from advertisers. In addition, the assessment of data quality is strategic to ensure the relevance of the entries and the consistency of subsequent analyzes.
  2. Card use case:
    Depending on the business context and brand challenges, different analyzes can be performed through AMC. Artefact has built a library of use cases on audience, measurement and operations. This allows us to quickly prioritize relevant projects according to the needs of the brand.
  3. Test and learn:
    We recommend a super agile approach, starting with small scale basic use cases (e.g. brand / product type x country), learning from them, optimizing and quantifying business impact. This step can help us quickly capture the learnings and identify use cases that can be scaled.
  4. Climb:
    By leveraging the insights from step three, scaling allows Artefact and brand teams to deploy a wider range of use cases and use them to further increase business impact for a broader set of products and countries. ”

Amazon Ads: What unique tactics do you use or have discovered while working with AMC?

Thomas Faure: “To successfully work with AMC, we recommend that brands pay attention to the following areas:

  • Skills – Build a hybrid team of sales staff who understand branding, media experts managing ad campaigns and data analysts with technical skills.

  • Organization – Adopt an agile methodology by working in sprints to quickly learn from initial AMC use cases, review them with the ad team, test their effectiveness and scalability for wider adoption and optimization.

  • Data – Integrate all relevant first, second and third part data sets to explore new use cases using richer signals

  • Technology – In addition to using the standard instruction queries, also build your own query library to allow easy repeated use and application at scale in all campaigns and countries. ”

Disclaimer

Artefact SA published this content on November 19, 2021 and is solely responsible for the information it contains. Distributed by Public, unedited and unmodified, on November 20, 2021 02:33:04 PM UTC.

Public now 2021

Sales 2021 89.3 million
101 million
101 million
Net income 2021 9.37 million
10.6 million
10.6 million
Net cash 2021 6.39 million
7.21 million
7.21 million
PER 2021 ratio 27.7x
Yield 2021
Capitalization 266 million
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VE / Sales 2021 2.91x
VE / Sales 2022 2.37x
Number of employees
Free float 50.7%

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