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Adobe Case Study: How Amazon marketing cloud integration enabled full customer journey optimization

190% increase Icon
+190% improvement in conversion rate
68% Decrease Icon
68% decrease in the cost per conversion
How Amazon marketing cloud integration enabled full customer journey optimization I Adobe Case Study
Multi touch attribution for Conversion Path optimization

Advertising challenge

In order to grow their subscription products like Creative Cloud, Adobe needed to utilise Amazon DSP to reach net new to Adobe customers. They wanted to understand how Amazon Ads could drive the Amazon retail business and generate new new subscriptions on adobe.com while optimizing their ad strategy towards efficiency.

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How Amazon marketing cloud integration enabled full customer journey optimization I Adobe Case Study

What is the solution?

The Adobe Audience Manager has been integrated to run DSP display ads excluding Adobe.com subscribers and to identify new audiences. A dashboard has been created that integrates ads data, vendor central data, AMC and rebate data to calculate Total ROAS on ASIN level based on cost price including granted rebates. The Adobe Audience Manager DSP integration allowed Adobe to not just use Amazon targeting but Adobe’s full customer base for (de)targeting. Reporting-wise, standard Amazon Ads KPIs like ROAS are not taking into consideration organic retail sales and the metrics are based on retail price excluding granted rebates by the vendor.

What are the benefits?

Adobe is ensuring the incrementality of the Amazon DSP activity and can easily understand through a web-based dashboard the impact and profitability of their advertising. Strategically, the AMC integration enables them to optimize not just the ad channel but the full customer journey.

What does the client say?

“We have been working with Amerge in EMEA since late 2022 and they have demonstrated great campaign management skills in both Sponsored Ads and DSP while delivering meaningful insights via Amazon Marketing Cloud, which is why we have 7 of 8 extended the partnership to cover North America as well. We also appreciate Amerge’s flexibility to create a custom dashboard for us. “
Peter Röser, Head of NA and EMEA Retail Sales & Marketing at Adobe
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