Multi-Touch Attribution Measurement with Amazon’s Paula Despins

The CPG Guys

The CPG Guys are joined by Paula Despins, VP of Campaign Measurement, Planning & Amazon Marketing Cloud at Amazon Ads.
This episode was recorded in Austin Texas during the annual Amazon unBoxed event.
Follow Paula Despins on LinkedIn at: https://www.linkedin.com/in/paula-despins-4274a78/
Follow Amazon Ads on LinkedIn at: https://www.linkedin.com/showcase/amazonadvertising/
Follow Amazon Ads online at: https://advertising.amazon.com/
We asked Paul these questions:
1) Amazon Ads Measurement Strategy and Vision: What is the biggest challenges Amazon faces when measuring ad performance across its vast ecosystem?
2. Artificial Intelligence and Machine Learning: How is Amazon leveraging AI to improve the accuracy of attribution models?
3. Artificial Intelligence and Machine Learning: Can you describe any recent advancements in predictive analytics within your team’s deliverables?
4. Ad Performance & Insights: How does your team help advertisers identify key drivers of performance beyond basic metrics like CTR or ROAS?
5. Ad Performance & Insights: How do you measure and track long-term brand impact or offline effects of Amazon ads?
6. How do you handle cross-device attribution in a privacy-first world?
7. Amazon Marketing Cloud: What are the unique advantages of using Amazon Marketing Cloud comparedto other clean rooms or measurement solutions?
8. How are vendors/sellers able to leverage measurement in AMC?
9. Amazon Marketing Cloud: Can you share some examples of how advertisers are using AMC to enhance their media planning and optimization?
10. Amazon Marketing Cloud: How does Amazon ensure that AMC remains flexible for advertisers with different needs and levels of technical expertise?
11. Collaboration and Partnerships: How does Amazon work with third-party measurement solutions, and what role do partnerships play in your overall measurement ecosystem?
12. Innovation and Future Outlook: What innovations in ad measurement and attribution are you most excited about over the next few years?
CPG Guys Website: http://CPGguys.com
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Rhea Raj’s Website: http://rhearaj.com
Lara Raj on PopStar Academy: https://www.netflix.com/us/title/81587828?s=i&trkid=258593161&vlang=en
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