Introduction and Authorization

Author: Robin Jia，Tommy Lin

Last Update：2024/11/15

 

1. Function Introduction

In today’s dynamic digital marketing landscape, advertisers need to analyze consumer purchase behavior to optimize strategies, improve ROI, and gain brand insights. Amazon Marketing Cloud (AMC), built on AWS, provides privacy-safe, event-level data access, empowering advertisers to dive deep into audience behavior.

Since 2020, SparkX has partnered with Amazon to develop AMC-based analysis models, helping clients measure advertising effectiveness. These models are now integrated into our intelligent platform, Xnurta, which simplifies AMC data analysis with its new AMC Hub feature.

AMC Hub lowers technical barriers with user-defined models, a graphical interface, and custom audience creation, enabling flexible and efficient advertising. Its first-party data upload feature ensures privacy while allowing users to merge their data with Amazon’s, unlocking deeper market insights.

This manual shares SparkX’s expertise to help AMC users master analysis models and leverage Xnurta AMC Hub’s powerful tools to drive business growth through effective advertising performance and optimization.

Xnurta AMC Hub is currently available for Lead and Enterprise plans. For more information about pricing, please reach out to our business sales representatives.

 

1.1 AMC Models

Currently, AMC Hub provides the following 10 models:

1. Unique Reach Analysis
2. Audience Label Analysis
3. Path to Conversion Analysis
4. Cross-Product Association Analysis
5. Time to Conversion Analysis
6. Overlap Analysis
7. Geographic Analysis
8. Multi-touch Attribution Analysis
9. Customer Lifetime Value Analysis
10. Search Term Analysis

Each model includes the following content:

1. Model Introduction

Describes the advertising-conversion interaction scenarios analyzed by the model, introduces the AMC data situation and the basic logic of model statistics, derives model-related business questions, and showcases the corresponding module in Xnurta.

2. Top Menu and Data Filtering Menu

Provides quick options for rapid data filtering.

3. Model Data

Consists of two parts: predefined model data and custom model data:

• Predefined Model Data: Retrieved regularly every month, can be viewed directly.
• Custom Model Data: Defined and retrieved by users with fully customized parameters.

Both types of model data can be exported as Excel spreadsheets for further analysis.

4. Data Visualization

Employs various data visualization schemes to intuitively present data results according to specific analysis scenarios, and supports chart download functionality.

5. Define Model Conditions

Based on each model's differences, provides multiple customizable parameters for users to define and retrieve models, such as advertising campaigns, advertised products, analysis time frames, attribution conditions, etc. Users can flexibly set these parameters to independently create customized models that meet specific analysis needs.

 

1.2 Custom Audiences

Currently, AMC Hub provides the following user behaviors for free combination of custom audiences:

1. Non-purchase Behaviors
   1. Detail Page View
   2. Add to Cart
   3. Customer Review
   4. Add to Wish List
   5. Baby Registry
   6. Wedding Registry
   7. Subscribe & Save 
   8. Search Term
   9. Brand Search
2. Purchase Behaviors
   1. Orders 
   2. Total Units Sold
   3. Total Product Sales

Data sources include:

1. Amazon Advertising Data
2. Amazon Retail Data (paid)
3. First-party Uploaded Data

Each audience targeting includes the following:

1. Combination of target audiences

Achieves combination targeting by including or excluding specific audiences and connecting multiple audiences with logical operation rules of "AND", "OR", "NOT".

2. Lookback window selection and update settings for audiences

By setting the lookback window for audiences (e.g., last 7 days, 30 days, etc.), can define the time interval of users who exhibited specific behaviors, and can set the automatic update frequency of audiences (daily/weekly, etc.).

3. Lookalike functionality based on selected audiences

Provides 5 different tiers of lookalike audience matching based on the degree of similarity to the selected audiences, enabling the expansion of similar audiences for high-value seed audiences to help reach more potential customers.

 

2. Usage Conditions

To use Xnurta' AMC Hub functionality, you need to have an Amazon Advertising account with AMC data access enabled and complete account authorization on the Xnurta platform.

• You can authorize your Amazon Advertising account on the Xnurta Authorization Management page and select the AMC instances you want to enable. After authorization is complete, Xnurta can access the data of the corresponding instances under the AMC account. (See 3.1 Authorization Process for details)
• If you don't have an Amazon Advertising account with AMC data access yet, please contact the Xnurta Customer Success Manager. We will assist you in applying for AMC data access and completing account access and authorization on the Xnurta platform.

 

3. How to Use

3.1 Authorization

On the Xnurta platform, click on the username in the upper right corner, and select "Authorization" from the drop-down menu to enter the Authorization Management page. In the top menu, select "Amazon", then click on the "AMC Instance Authorization" tab.

3.1.1 AMC Instance Authorization Process

1. Click "Add AMC Instance", select the region where your AMC account is located (North America/Europe/Japan, etc.), and click "Next".
2. Click the "Go to Authorize" button, or copy the authorization link and open it in a new browser tab, log in with your Amazon Advertising account and authorize.
3. Check the AMC instances you want to authorize Xnurta to access, click "Confirm" to complete the authorization.

After authorization is completed, you can see the list of successfully authorized AMC instances on the Xnurta AMC Instance Authorization page, and perform the following management operations:

• Update AMC Instance: If your authorized Amazon Advertising account has added new AMC instances, you can click "Update AMC Instance" to synchronize and obtain the latest instance information under the account.

1. Select an account from the drop-down list;
2. Click "Get AMC Instances", the list will display all instances that can be updated;
3. Check the instances, confirm and click confirm, Xnurta will access the information of that instance, and you can view the related instances in the authorization list;

3.1.2 Link Entity

If you have also granted Xnurta access to Amazon DSP Advertising/SA Advertising stores, you can click the "Link Entity" icon to the right of each instance in the AMC instance list and check the DSP advertisers or SA stores you want to link with that instance. Through this operation, you can simultaneously view AMC-related or other Entity-related pages.

1. Click the Link Entity icon, it will show the DSP advertisers or SA stores that can be linked with the instance. linkable Entities refer to Entities that are included in the instance information and for which you already have resource permissions on Xnurta. Entities support multiple selections.
2. After linking, you can select the corresponding store in the upper right corner to view the data.
3. When an Entity (DSP advertiser/search advertising store) is associated with multiple AMC instances, you can switch instances on the AMC model page to view data.

 

3.2 Instance Management

Click on the instance name in the upper right corner of the AMC Hub homepage to enter the "AMC Instance Management" page. Click the small arrow on the right to switch the current Instance.

The Instance Management page mainly consists of three parts: the AMC Instance page, the Custom Data Upload page, and the Paid Data Management page.

The upper part of the AMC Instance page shows the DSP advertiser and SA store information bound to the current AMC Instance. AMC data will only include the advertisers and stores that appear here.

The lower part of the AMC Instance page contains specific information about the Instance, including name, ID, creation date, etc.

The Custom Data Upload page is used for first-party data upload and management (Coming Soon).

The Paid Data Management page is used to manage and activate AMC paid data. AMC supports paid data queries. After activation, more marketing data provided by Amazon or third-party institutions can be added to the data.

If you need to activate data, you can contact Xnurta customer service for processing.

Currently, AMC supports three types of paid data:

• Experian vehicle purchase insights

Experian Automotive Data provides automotive purchase data for the US market. With this data, you can assess the impact of your Amazon advertising campaigns on vehicle sales, understand user purchase journeys, and discover more potential user groups.

• Flexible Amazon shopping insights

Amazon Retail Data Insights by integrating advertising and purchase data for cross-analysis. Amazon SP-API already provides data such as views, add-to-carts, and purchases. By cross-analyzing this data with advertising performance data, more flexible insights can be obtained. Applicable users: sellers, Vendor brand sellers.

• Foursquare Store Visit Insights

Foursquare provides selected store visit data insights for physical stores in the US. This data can help you evaluate the impact of your ad campaigns on physical store visits, understand cross-channel user purchase paths, and differences in online and offline purchase patterns.