AMC Omnicom Approach Omni Commerce Data Lake

We at Omnicom are pioneers in clean room relationships Omnicom proprietary data lake pulls together fragmented
with digital, CTV and retail partners for the past 7 years. and complex data streams in one location. This includes
AMC is a key part of our Amazon partnership and Commerce Data like Amazon and Kantar, client 1P data,
infrastructure. AMC insights are ingested into our Direct Retailer API Data Feeds (Amazon, Walmart,
proprietary Omni Commerce tool. Kroger, etc), and 3rd Party eCommerce technologies
(Pacvue, Helium10, etc). Our CDL is automated,
Getting setup for success: clients are often interested in pipelined and live in Omni. It powers a wide range of
AMC, but don’t know how to action on AMC today. Lead tools for and beyond AMC:
times can vary from days to weeks depending on current
state. Our Omnicom approach to setup is in 3 steps: Demand Forecaster
Demand Forecaster is a bottom-up investment modeling
Step 1: Instance Creation tool. This can be used in combination with marketing mix
Whether an instance exists models to provide optimized goal based budgeting by
or doesn’t, step 1 is to either tactic on Amazon across products or campaigns or to
a) create it or b) get access help understand how budget cuts/incremental budget
to it. The Omni Commerce should be optimally allocated.
team can advise or directly
engage during this process. AMC Audience & Social Demographic
This analysis dives into demographic and behavioural
audiences. We can use the demographic component to
see if consumers are engaging with ads differently
Step 2: Query Creation depending on gender or diagnose if spend is being
& Extraction allocated to proper age groups. Lifestyle and In-Market
From there, the Omni audiences fuel the behavioural aspects, with lifestyle
Commerce team will providing segmentation of shopping behaviours and In-
leverage their query library to Market audiences groups consumers who recently
extract relevant insights searched your product category.

AMC Media Attribution

The AMC attribution dashboard is the hub for Amazon
media performance and understanding how different ad
Step 3: Visualization formats work together to drive sales. Includes templates
Once data is queried, it will such as a campaign user journey analysis to understand
be automated and visualized the path to purchase and a dayparting analysis to
in dashboards available in diagnose how media, revenue, or sales volume are
Omni. changing throughout the day.

While working through the AMC eRetail MTA

3 steps, team will assess MTA is multi-touch attribution, a different way of looking
Client AMC analytics level to begin answering their needs at media contribution to give full credit to ads at different
and questions: stages of the e-retail funnel.

Phase 1 – Foundation Work: Commerce Reporting

Includes setup, query workflow and customization, and
Amazon Ads/AMC dashboard deployment
Phase 2 – Basic Analyses:
Focused on analysis of the insights, such as consumer
journey and audiences
Phase 3 – Advanced Analyses:
Advanced stage, focusing on developed insights in multi-
touch attribution, 1P data upload and analysis, and custom
audience creation and deployment
Omni Commerce dashboards live as a hub of automated,
real time dashboards across media performance,
operations, content health, & shopper behavior.
The exciting unknown in progress is the adding of
Flywheel Digital into Omni to create the industry’s
biggest marketing data asset ever, with industry
leading co-creation integrations.