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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.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj on PopStar Academy: https://www.netflix.com/us/title/81587828?s=i&trkid=258593161&vlang=en
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VP - Campaign Measurement, Planning & AMC at Amazon Ads
Paula Despins is Vice President of Ad Measurement for Amazon Ads which includes campaign measurement, media planning, and Amazon Marketing Cloud. Paula’s organization of engineers, scientists, and product managers has end to end responsibility for transforming raw inputs into the campaign measurement and planning outputs that report advertising performance and enable secure data collaborations in the Amazon Ads marketing clean room. Joining Amazon Ads in 2013, she previously managed advertiser brand insight products and machine learning for display advertising ranking and bidding. Prior to Amazon, Paula was VP, Data Science at American Express. Paula holds graduate degrees in Applied Economics from the University of Wisconsin, with a research focus on computational economics and econometrics.
