{"id":26688,"date":"2023-06-05T07:51:01","date_gmt":"2023-06-05T15:51:01","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=26688"},"modified":"2024-02-06T06:28:18","modified_gmt":"2024-02-06T14:28:18","slug":"three-nuances-to-keep-in-mind-while-using-amazon-marketing-cloud","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/three-nuances-to-keep-in-mind-while-using-amazon-marketing-cloud\/","title":{"rendered":"Three nuances to keep in mind while using Amazon Marketing Cloud","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n

Before you use Amazon Marketing Cloud, you need to be incredibly thoughtful about naming and labeling your ad campaigns. <\/p>\n\n\n\n

That\u2019s one of our big takeaways from the last several months of exploring the ins and outs of AMC, Amazon\u2019s newest\u2014and very powerful\u2014data analytics tool. <\/p>\n\n\n\n

We are excited about the potential of AMC. We\u2019ve seen how effective it is at unlocking paths to purchase, life-time value, and other critical new data points for your brand. <\/p>\n\n\n\n

But AMC, like any tool, has a number of notable challenges that many new users might not expect. For example, we recently discussed<\/a> the limitations of AMC\u2019s pre-written instructional queries.<\/p>\n\n\n\n

Today, we wanted to highlight another series of pain points in AMC. <\/p>\n\n\n\n

In essence: AMC\u2019s insights are great, but if you want to adapt them to your company, you will often have to enrich the data by layering on campaign IDs, separating out DSP ad formats, and more. <\/p>\n\n\n\n

Here are three common pain points to expect: <\/p>\n\n\n\n

1. AMC does not include campaign IDs for sponsored ads<\/strong><\/h3>\n\n\n\n

Here\u2019s a potential surprise: Did you know that AMC doesn\u2019t give you campaign IDs for your sponsored ad campaigns? <\/p>\n\n\n\n

That becomes an issue if someone on your team has changed your campaign names over time. Say you have a campaign that started in January and it was called \u201cCampaign A.\u201d Then, in March, you renamed it \u201cCampaign B.\u201d If you were running an AMC query that looked at data from January, you would need to filter for \u201cCampaign A,\u201d even though it’s currently called \u201cCampaign B.\u201d Meanwhile, if you had the campaign ID, that never changes. <\/p>\n\n\n\n

How do you get around this? Enrich your data. <\/p>\n\n\n\n

At Intentwise, for instance, we pull the results from AMC<\/a> into our own custom dashboard, Intentwise Analytics Cloud. From there, we use the campaign ID to find the most up-to-date Campaign Name, and run the query in AMC automatically. <\/p>\n\n\n\n

That way, your results from AMC will be more meaningful and easier to analyze going forward. <\/p>\n\n\n\n

2. Separating out your DSP ad formats isn\u2019t so easy <\/strong><\/h3>\n\n\n\n

Another issue comes to tracking DSP ads within AMC. As you probably know, there are a wide variety of DSP ads: <\/p>\n\n\n\n

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