Digital MarketingPartner spotlight: An interview with Artefact on Amazon Marketing Cloud

Partner spotlight: An interview with Artefact on Amazon Marketing Cloud

Interview with Thomas Faure – Consulting Director – Data and Digital Marketing, Head of E-Commerce at Artefact

Amazon Advertising: What is Artefact’s approach to the Amazon Marketing Cloud (AMC)?

Thomas Faure: “Advising brands on e-retail strategies and helping them sell online more effectively has been one of our most important strategic goals over the past years, particularly during the COVID-19 era. Collaboration with Amazon Ads, and AMC specifically, It is a huge step forward in leveraging multiple signal sources and shaping new insights to support both marketing and category management.

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

At Artefact, we harness our expertise at AMC to deliver fast, actionable, data-driven insights to brands. For example, over the past few months, we’ve supported a major entertainment company that is eager to adapt and improve its media investment to support new product launches. We have been tasked with defining the ideal media format and audience mix that should have to maximize the business impact of your Amazon DSP investment. With AMC, we have been able to:

  • Campaign freshness analysis to help ensure optimal performance

  • Understand the effect of capping impressions on sales by audiences

Amazon Ads: What is your recommendation for an advertiser starting with AMC?

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

  1. AMC setting:
    At Artefact, we support brands for AMC instance activation and facilitate the collection of various data sets including Amazon ad tags and first-party data sets for advertisers. In addition, data quality assessment is a strategy to ensure appropriateness of input and consistency of analysis later.
  2. Map use cases:
    Depending on the brand’s business context and the challenges it faces, a different analysis can be done by AMC. Artefact has built a library of use cases on Audience, Measurement, and Operations. This allows us to quickly prioritize relevant projects based on brand needs.
  3. Test and learn:
    We recommend a super-fast approach, by starting with basic use cases at a small scale (eg 1 brand / 1 product type x 1 country), learning from them, making improvement and determining business impact. This step can help us quickly capture information and identify use cases that can be scaled.
  4. Scale:
    By leveraging the insights from Step Three, the expansion allows Artefact teams and brands to deploy and leverage a broader range of use cases to increase business impact for a broader range of products and countries.”

Amazon Advertising: What unique techniques do you use or have you discovered in your time working with AMC?

Thomas Faure: “To achieve success in working with AMC, we recommend brands to pay attention to the following areas:

  • skills Build a mixed team consisting of business people who understand brand strategy, media experts who manage advertising campaigns and data analysts with technical competencies.

  • organisation Adopt an agile methodology by working in sprints to quickly capture learning from initial AMC use cases, review them with the advertising team, and test their efficiency and scale for wider adoption and improvement.

  • data Include all relevant first, second and third party datasets to explore new use cases with richer signals

  • Technique – Apart from using standard how-to queries, also build your own query library to enable easy recurring use and extended applicability across all campaigns and countries. ”

disclaimer

Artefact SA Share this content on November 19 2021 He is solely responsible for the information contained therein. Distributed a year ago, without editing and without modification, on date November 20, 2021 at 14:33:04 PM UTC.

Publicnow 2021

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