BRAND
Grocery brand
Using Amazon Marketing Cloud (AMC), we uncovered and activated high-value audience segments, enabling smarter media investment and significantly improving campaign efficiency and performance.
PROBLEM
The brand was applying a one-size-fits-all bidding strategy with no visibility into which audiences truly drove value, leading to inefficient spend and plateauing DSP performance.
SOLUTION
Amazon Marketing Cloud’s (AMC) custom SQL clear-room environment was used to identify highly responsive and valuable audience segments – which revealed a clear, actionable correlation between household income and advertising performance. This insight was then directly actioned on DSP via a tiered bid strategy.
AMC Custom Audience Intelligence – Bespoke queries analysed ROAS, CTR, AOV, LTV, and repeat purchase rate across income brackets, identifying the premium segments as a multiple distinctive high-value cohorts.
Insight-Driven Segmentation – Higher-income segments showed superior performance across every KPI versus the average customer base.
Tiered Bid Strategy on DSP - Insights were translated into a stratified bid framework – progressive multipliers were applied by income tier, prioritising premium audiences with the most aggressive bids.
Continuous AMC Measurement - Utilising AMC, we continuously monitored the targeted audiences’ KPI’s to enable and ensure rapid iteration and validation of the tiered bidding model throughout the activation.
RESULTS
•+20% Increase in ROAS:
Return On Ad Spend improved materially – proving that smarter audience allocation driven by AMC, drives efficiency gains
•+50% Increase in CTR:
Ads served to the newly optimized audiences saw a dramatically stronger click-through rate – thus confirming a highly relevant, previously untapped audience
•+8% Increase in AOV: Average Order Value lifted as a greater share of revenue was driven by premium-income buyers, naturally elevating the overall basket size
•+64% Avg. Daily Branded Searches: Major uplift in attributed branded search volume – shows that reaching the right audience also drove brand interest, suggesting stronger purchase intent beyond the immediate conversion
