Launch announcement
Automated report setup in Marketing mix models (MMM) application
November 15, 2022
What launched?
We are simplifying our Marketing Mix Models (MMM) feed by automating and including brand, product, and campaign selection within the advertising console. After selecting an advertiser, users will leverage a dropdown menu to select a brand. Once a brand is selected, product and campaign files will be generated for user validation.
Why is it important?
A MMM is an return on investment (ROI) analysis commissioned by marketers as a source of truth to determine sales impact from each marketing channel and publisher. The outcome of an MMM influences marketing budget allocations. The MMM application allows Amazon Ads’ MMM information to be requested and received in a ready-to-analyze format. The new request process allows users to validate the information prior to report delivery, reducing validation effort by up to 60% (Amazon Internal Data, US, 2022).
Where is the feature available?
- North America: United States, Canada
- Europe: Germany, Spain, France, Italy, United Kingdom
Who can use it?
- Marketing mix models MMM providers
- Agencies
- Advertisers participating in the MMM modeling or information collection processes.
Where do I access it?
- Ad console