Its secret sauce: Amazon can give marketers the best of both worlds. It provides both reach (because of the size of its customer base and their purchase frequency) and precision. Amazon’s degree of insight into product-level data is hard to match. But its ability to tie a media exposure back to offline sales (enter Whole Foods) could prove fruitful for marketers’ attribution models.
“Purchase insights play a big role in attribution models for clients,” said Joe Migliozzi, Shop+ lead for Mindshare North America. “Advertisers [want to see if they] sold more products when media placements were delivered in a market where the advertiser had large store displays [in-store] or that sales decreased when a small regional competitor did significant discounting for a local holiday.”