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What it is, and how it identifies vital customer touchpoints



What it is, and how it identifies vital customer touchpoints

Marketing attribution is an umbrella term describing the departments, people, and technology responsible for determining what marketing tactics and channels are contributing to sales, conversions, and leads. The responsibilities inherent in marketing attribution roles include:

  • Understanding which channels generate the most leads, sales, and revenue.
  • Identifying channels and touchpoints that refer the highest quality leads or the most valuable customers.
  • Predicting/planning marketing and/or advertising spend based on past performance.
  • Having a holistic understanding of the offline and online customer buying journey and weighting journey interactions appropriately.
  • Running/viewing reports and providing insights based on campaign data and analytics.
  • Measuring customer engagement for each touchpoint (e.g., multi-touch attribution).

In order to optimize current campaigns, and plan future ones, marketers need to know which touchpoints are effective in driving conversions. Given the complexity of today’s customer journey across digital and non-digital channels, this is an enormous challenge. The solution will have data at its core.

Marketers and C-level executives are feeling an increased demand to prove the effectiveness of their ad campaigns and marketing initiatives. For instance, 59% of marketing leaders said they face high levels of pressure from CEOs to show the impact of their efforts, according to the August 2021 CMO Survey sponsored by the American Marketing Association, Deloitte, and Duke University’s Fuqua School of Business. Marketing attribution has the potential to address this need.

In this post, we’ll cover the basics of marketing attribution — what it is, why it’s important, and how marketing and sales teams can succeed with it. Key points covered include:

Estimated reading time: 11 minutes

What is marketing attribution?

Marketing attribution is the process of measuring and assigning credit to any channel or touchpoint that impacts a company’s pipeline and revenue. However, the problem with attribution is that both B2B and B2C customer journeys are becoming more complex.

Traditional attribution modeling relies on interpreting static ROI metrics in a dynamic marketing environment. This can lead to false assumptions — and incorrect attribution — if marketers fail to dig deeper.

A dynamic marketing environment refers to the nonlinear characteristic of the modern customer journey. It speaks to how each piece of content, interaction, and experience contributes to the culmination of the buying journey (e.g., the sale, lead, or conversion).

What it is and how it identifies vital customer touchpoints

Tracking and measuring interactions is the easy part. Understanding the context and importance of each interaction—how it ultimately contributes to the customer’s final action — is the hard part, particularly when you’re weighing the combined impact of offline and online channels. The ability to do this well begins and ends with data, so it makes sense that the tools that facilitate marketing attribution focus on ingesting, measuring, and interpreting data.

Types of marketing attribution models

There are several different types of marketing attribution models that marketers use to assign credit to their initiatives. It’s important to understand them if you want to do marketing attribution the right way.

First-touch attribution. This model gives 100% of the credit for a conversion or sale to the first customer touchpoint. Take paid search or social clicks, for example. It’s very easy to give a paid search or social ad all the credit for a sale because it’s easy to see the click-to-sale funnel in your Google Analytics report.

But this model also relies on third-party cookies to deliver the information. (We’ll get to why that’s a problem in a bit.) It also discounts any other interactions the customer may have had before or between the ad click and the final sale. This is the model that tends to annoy your sales team since the credit is given to the channel bringing in the lead rather than the work required to close the sale.

Last-touch attribution. This gives 100% of the credit for a conversion or sale to the last touchpoint the customer interacted with before converting. Sales teams like this model because it tends to favor sales materials like eBooks, webinars, and demos over top-of-funnel touchpoints like search ads.

Multi-touch attribution. Multi-touch gives credit to every touchpoint and interaction along a customer’s buying journey that contributes to the final conversion or sale. Traditional multi-touch models tend to be linear, meaning they weigh each touchpoint equally. There’s been much debate about the value of making assumptions based on metrics alone (e.g., more leads equals more success).

In a perfect multi-touch attribution world, marketers can weigh the impact of each touchpoint based on how it influences the final sale or conversion. This is where martech tools can help.

What it is and how it identifies vital customer touchpoints

Explore capabilities from vendors like Adobe, Pointillist, SharpSpring, Salesforce and more in the full MarTech Intelligence Report on customer journey analytics platforms.

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Why should marketers care about attribution?

The only way marketers can optimize current and future campaigns is by knowing which touchpoints are effective in driving results. Given the complexity of today’s customer journey across digital and non-digital channels, this is an enormous challenge.

That some marketing dollars will inevitably be wasted is not news. Way back in 2018, nearly 30% of global marketers said they wasted nearly a third of their marketing budgets, and half wasted about 20%.

Marketing attribution promises to redirect the flow of wasted dollars from ineffective channels to those channels and tactics that are most effective. When it comes to marketing, everything is measurable.

You should care about proper marketing attribution because:

  • It tells you what things you should be paying attention to and which have less value.
  • It helps you predict what’s coming so you can make real-time adjustments in your marketing approach.
  • It helps you spend your marketing dollars wisely.
  • It empowers your marketing and sales teams to make better decisions about their budgets and time.
  • It requires that marketing, sales, product, and management teams talk to each other to evaluate the customer journey holistically.
  • It banishes data siloes.

However, marketing attribution isn’t a perfect science. Markets are “complex adaptive systems,” says marketing strategist Kathleen Schaub, meaning the interactions between audiences and brands can be unpredictable with so many factors creating feedback loops. Marketers must acknowledge that ROI measurement is complex and requires a combination of optimized management structures and high-quality marketing attribution tools.

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While every team in an organization benefits when they understand their company’s unique buying cycle, marketing attribution tools are generally the purview of marketing teams.

Here are some use cases that highlight these tools and how they’re used.

The CMO of a B2B company wants to understand how the latest top-of-funnel brand strategy is impacting revenue. Connecting branding initiatives to revenue is a tough exercise. It requires measuring things like brand experience and level of awareness based on interaction and engagement, ultimately tying both to sales. Tools like SproutSocial and Brandwatch can be integrated with marketing analytics platforms to understand how marketing impacts brand awareness, which impacts sales.

The CMO of a global retail chain wants to understand what paid media channels contribute to the highest-value customers. Multi-touch attribution can help this CMO understand which paid media sources deliver the highest value customers by tying the top-of-funnel tactic (e.g., search ads) to mid- and low-funnel activities (e.g., adding items to the shopping cart, initiating a chat on the e-commerce website, etc.) The goal here is to redistribute ad spend to the most effective activities without increasing the marketing budget.

The owner of a local restaurant wants to know what offers and promotions resonate best with customers. Consumer behavior data procurement is vital when making marketing decisions, and marketers need attribution tools to help identify which events in the buyer journey drive the most conversions. Attributing conversion values to specific offers, promotions, and other calls-to-action can show businesses which circumstances lead to higher levels of customer buy-in.

The CEO of a Fortune 500 tech company wants to move away from third-party data and better understand the buying journey from their customers’ perspective. Appropriate attribution requires high-quality data, but most marketers currently use third-party cookies to create, track, and optimize ad campaigns. As we move to a cookieless world, marketing attribution will increasingly rely on first-party data using tools like CDPs, identity resolution platforms, and journey orchestration engines (JOEs) to get a deep understanding of their customers’ buying journey.

What is digital transformation

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The CMO of a CPG brand wants to understand if pairing certain online and offline touchpoints lift brand and/or ad recall. Marketing attribution, if done right, will enable you to unify every channel and touchpoint across the buying journey. Machine learning and AI can make these connections for you, synthesizing data from a range of sources to surface insights that can help you understand how offline touchpoints like TV and radio work with digital channels to improve campaign performance.

Any tool that helps identify how your ads, content, and media contribute to campaign performance falls under the umbrella of marketing attribution software. But to be considered a true marketing attribution platform, a tool must contain the following features:

  • It supports a broad range of online and offline channels: digital, TV, radio, OTT, podcast, and IoT to capture interactions between your customers and your brand.
  • It offers “big picture” analysis by ingesting — and normalizing — data from a variety of campaigns, platforms, and sources.
  • It supports statistical modeling to get more meaningful information from incomplete or imperfect data.
  • It employs predictive analytics generally via AI and machine learning to help marketers plan campaigns.
  • It uses a variety of different attribution models, including single-touch, multi-touch, algorithmic, custom models, etc. to support all business types.
  • It has robust reporting and data visualization features that can deliver insights and reports in real-time based on user-specific KPIs and goals.
  • It integrates with martech/ad tech tools, e.g., fits seamlessly with your tech stack.
  • It typically has a relationship with walled-garden platforms like Amazon and Facebook to add additional data points that yield deeper insights.

Examples of marketing attribution tool capabilities

Marketers looking for tools that give them more in-depth customer touchpoint data will find a slew of helpful functions in attribution tools. Here are some of their capabilities and offerings.

Ingestion and management of offline marketing data. Although more and more marketing touchpoints are moving to digital channels, offline events still account for a large portion of most customer journeys and continue to grow. Attribution tools can help marketing account for this offline data to ensure these touchpoints don’t get lost in the mix.

A single source of truth when evaluating channel effectiveness. Since marketing attribution tools measure touchpoints from a variety of channels and platforms, they’re able to offer marketers a single source of baseline data, which helps increase their confidence in the numbers.

Increased opportunities for personalization. Attribution tools can give marketers a more accurate picture of their customers’ preferred communication mediums and channels. This valuable data makes it easier for marketers to increase personalization.

Campaign spend analysis. These tools do a great job of offering marketers insights into the channels and touchpoints that have the best ROI. This allows them to better allocate campaign spend to the most profitable areas.

Each attribution platform is different, so remember to ask vendors about their specific capabilities when evaluating your options.

How marketing attribution can help marketers succeed

Marketing attribution technology can help marketers justify budgets and plan more effective strategies without third-party cookies. Unifying customer journey data across touchpoints and channels can help marketing and sales teams deliver more value.

Marketers are beginning to understand what consumers already knew — it’s all one buying journey. According to a recent study by The Trade Desk, the number of marketers who plan to use sales data very frequently will triple in the coming year. In addition, nearly 80% of respondents said they plan to use point-of-sale data to inform their advertising activity, connecting this activity to consumer purchases that occur both in physical stores and online.

While marketing attribution relies on good data, it also requires knowledge of the current market and a multi-disciplinary approach to analyzing — and acting on — campaign performance data. Marketers who connect the dots across the entire buying journey are in a much better position to anticipate and respond to changes in the market (and in consumer behavior) than those who don’t.

Resources for learning more about marketing attribution

There are many tools and resources available that can help brands track and gain insights from each customer touchpoint. Here are some we believe will be beneficial:

Marketing attribution and predictive analytics: A snapshot

What it is. Marketing attribution and predictive analytics platforms are software that employ sophisticated statistical modeling and machine learning to evaluate the impact of each marketing touch a buyer encounters along a purchase journey across all channels, with the goal of helping marketers allocate future spending. Platforms with predictive analytics capabilities also use data, statistical algorithms and machine learning to predict future outcomes based on historical data and scenario building.

Why it’s hot today. Many marketers know roughly half their media spend is wasted, but few are aware of which half that is. And with tight budgets due to the economic uncertainty brought about by the COVID-19 pandemic, companies are seeking to rid themselves of waste.

Attribution challenges. Buyers are using more channels and devices in their purchase journeys than ever before. The lack of attributive modeling and analytics makes it even more difficult to help them along the way.

Marketers continuing to use traditional channels find this challenge magnified. The advent of digital privacy regulations has also led to the disappearance of third-party cookies, one of marketers’ most useful data sources.

Marketing attribution and predictive analytics platforms can help marketers tackle these challenges. They give professionals more information about their buyers and help them get a better handle on the issue of budget waste.

Read Next: What do marketing attribution and predictive analytics tools do?

About The Author

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Jacqueline Dooley is a freelance B2B content writer and journalist covering martech industry news and trends. Since 2018, she’s worked with B2B-focused agencies, publications, and direct clients to create articles, blog posts, whitepapers, and eBooks. Prior to that, Dooley founded Twelve Thousand, LLC where she worked with clients to create, manage, and optimize paid search and social campaigns.

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AI driving an exponential increase in marketing technology solutions



AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.

Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based. 

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“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”

Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry. 

Dig deeper: 3 ways email marketers should actually use AI

The global development of these tools shows the desire for solutions that natively understand the place they are being used. 

“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”

Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.

The report: A deeper dive

Marketing technology “is a study in contradictions,” according to Brinker and Riemersma. 

In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.

Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.

The growing landscape

Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.

It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate. 

Dig deeper: AI ad spending has skyrocketed this year

As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.

Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.

Composability and aggregation

The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.

Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.

That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.

Build it yourself

Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.

So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”

Constantine von Hoffman contributed to this report.

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Mastering The Laws of Marketing in Madness



Mastering The Laws of Marketing in Madness

Mastering The Laws of Marketing in Madness

Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.

However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.

In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!

Law 1: Success in Marketing is a Marathon, Not a Sprint

Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.

Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.

In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.

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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.

Consider This Analogy: 

Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.

Implementation Steps: 

  • Begin by planning a content calendar focused on delivering consistent value over the next six months. 
  • Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands. 
  • And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.

Law 2: Survey, Listen, and Serve

Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.

Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.

Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.

Here are some keystone insights when considering how to Survey, Listen, and Serve…

Customer Satisfaction & Loyalty:

Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.


Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.

Product & Service Enhancement:

Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.

Data Collection:

Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.

Operational Efficiency:

Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.


Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.

Implementation Steps:

  • Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
  • Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
  • In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.

Law 3: Build Trust in Every Interaction

In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.

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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.

Here are some keystone insights when considering how to develop and maintain trust…

The Unseen Fast-Track

Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.

The Emotional Guardrail

Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.

Implementation Steps:

  • Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
  • Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
  • Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.

Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.

Guarantee Your Success With These Foundational Laws

Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.

Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.

Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.

Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.

These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.

Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!

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Intro to Amazon Non-endemic Advertising: Benefits & Examples



Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.

While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.

Endemic vs. Non-Endemic Advertising


Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising… 

Endemic Advertising

Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.

Non-Endemic Advertising

In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.

7 Benefits of Running Non-Endemic Ad Campaigns


Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:

Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.

Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.

No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.

Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.

Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.

Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.

Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.

How to Start Running Non-Endemic Ads on Amazon


Ready to start running non-endemic ads on Amazon? Start with these essential steps:

Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.

Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.

“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.” 

– Robert Avellino, VP of Retail Media Partnerships at Tinuiti


Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.

Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.

Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.



Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The  blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.

We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.

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