Multi-Touch Attribution Measurement with Amazon’s Paula Despins

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.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj’s Website: http://rhearaj.comLara Raj on PopStar Academy: https://www.netflix.com/us/title/81587828?s=i&trkid=258593161&vlang=enDISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.