Noah Wickham

Now, how do you take this data and actually make use of it?

Well, there's a fun little thing now with inside of the measurement and reporting called Amazon Marketing Cloud.

So Amazon Marketing Cloud allows us to build out what are considered to be audiences that you can see here.

We have use cases as well for audience targeting.

And each one of these different audiences has a different use case towards it.

whether we are trying to get awareness again, consideration or purchases, each one of the different audiences is going to be geared towards one of those three funnels.

So for this brand, we saw that for instance, we have less awareness than our prior period.

So what would we typically be looking for when we're trying to build more brand awareness?

Well, two different things.

One of them immediately we can look for, I'll just type in the keyword new,

And we're going to be looking for new to brand customers.

So you'll see immediately audience of high value, new to brand customers.

Secondarily to that as well, we also can be looking at audience of frequent, frequent purchasers, not enrolled in subscribe and save, right?

These are both different types of awareness, but also consideration campaigns.

When we're trying to build our awareness, we're trying to make sure that people who don't know us who are new to brand are seeing our advertisements and seeing new products because we don't want our ads just showing up specifically to those that know about us, right?

So if you're somebody who sees that your awareness within your overall brand metrics is down in a certain month, it likely means that most of your ads aren't actually reaching new to brand customers.

So these are super easy to set up as well because all you have to do is essentially choose whichever account you're going to be doing on, run either a rule-based audience or a lookalike audience.

In this case, we're going to be looking at a rule-based audience.

And then we will do down here where it says new to brand, and we can do either all customers or only include new to brand customers.

And we're going to only include new to brand because again, we saw that our overall awareness system, right?