Amazon Marketing Cloud
AMC playbooks explained
Amazon documents the playbooks in technical English. Here is what each playbook answers.
- AMC playbook: Optimal frequency analysis
Amazon's optimal frequency playbook: set frequency caps, find under-served audiences, locate the point of diminishing returns.
- AMC playbook: Customer long-term value (CLTV)
Amazon's CLTV playbook: define cost and revenue drivers, segment customers by value and activate the segments in Amazon DSP.
- AMC playbook: Customer journey analytics
Amazon's customer journey playbook: query paths to conversion and show them as a Sankey diagram, by campaign or campaign group.
- AMC playbook: Off-Amazon conversions
Amazon's playbook for conversions outside Amazon: four swim lanes from segment discovery to analysis of your own user segments.
- AMC playbook: Programmatic audience framework
Amazon's programmatic audience framework playbook: create, refresh and measure many AMC audiences automatically in the DSP.
- AMC playbook: Media performance optimization
Amazon's MPO playbook: build diminishing-returns curves from historical data and optimise budget distribution for a target KPI.
- AMC playbook: Enhanced scoring for overlapping audiences
Amazon's playbook combines AMC results with the persona builder API: assess overlapping audiences with affinity score and percentage.
- AMC playbook: Keyword clustering
Amazon's keyword clustering playbook: group search terms by the ASINs bought and direct budget to high-revenue clusters.
- AMC playbook: Lookalike audiences for promotional events
Amazon's playbook for Prime Day and similar: build a seed audience from the last event and create an AMC lookalike audience from it.