Intuizi, CEO Ron Donaire talks Amazon DSP and Omni-Channel strategy with DLVRD Media CEO Sam Lee.
All right, so hi, I'm Ron Donaire and I'm the ceo of Intuizi and I have with me today sam lee ceo of delivered media sam has managed millions of dollars on DSP spend previously spearheading the amazon DSP strategy for companies such as three ratio, Unilever and blue buffalo Pet food Sam.
Welcome to the data dive, appreciate you.
Thanks for having me.
Why don't you tell us a little bit about what you have cooking at delivered in 2023?
Yeah, for sure.
So delivered were a bit of a boutique agency.
We do all things amazon.
I started as a consultant there just helping them build out their DSP strategy and added to the service offerings.
and going into this year, I mean ultimately I'm just looking to capitalize on the baseline that they've built and it kind of expand us specifically in the DSP space, but all across the amazon platform, I think that we're we're entering a really interesting time and it's going to be sink or swim for a lot of different businesses.
So were ultimately just help me to make sure our clients swim.
you know consultant to ceo, you guys, you must be pretty good.
So I'm gonna ask a few questions about kind of like the industry kind of some some of the things that our clients have been interested in.
so brands and clients and industry as a whole are interested in understanding how they maximize the usage of amazon DSP, how would you direct them to maximize their ri for their campaigns?
Yeah, for sure.
I mean, first and foremost, you gotta get creative.
there is no blanket strategy that's gonna work across every brand or every product within the DSP, and the beauty of the DSP is the ability to leverage all of amazon's basins.
So you think about the potential targeting strategies for any given brand or product and they're limitless.
so if you're really falling into a rhythm where you're running the same strategy across products and cross brands, you're really missing a huge opportunity.
I think that a lot of agencies and brands kind of fall into this trap where they'll run a basic retargeting strategy, they'll maybe incorporate some in market audiences, they'll do similar things across their brands and products and it's it's really just a waste.
Ultimately, amazon does have a lot of pre curated audiences that you can leverage that can be really useful, but I'm a big advocate of making your own.
not only just to serve ads that people are familiar to people who are familiar with your brand new, have senior products, but you can leverage any product to find people that are gonna be relevant to your brand, whether you sell on amazon or whether you don't, that first party data is extremely valuable and you want to get creative with the way, and not only that, you build audiences based on Athens, but things like look back Windows?
How long does somebody usually take after viewing your product purchase decision cycle.
what are some complimentary products that people might buy?
Who would also be interested in your product?
What are your competitors doing?
And really get creative with the assassins on amazon and how you leverage them for your brand?
One common question is about instrumentality like if you're running pure retargeting, how many of these people would have come back and purchased anyways?
That's a tough question to answer.
And as such, you want to diversify your targeting strategy to make sure that you're not only cleaning up anybody that use your product detail pages and doesn't buy but you want to get as many people as possible to enter that funnel through targeting, I mean you can really target any portion of the funnel within the DSP and you want to make sure that your strategy is cohesive and not just blindly following the return on ad spend numbers.
That can be easily influenced just by running super low funnel.
No, that's that's super informative.
You mentioned using, you know, leveraging first party data.
Can you talk a little bit about like what kind of data can be uploaded into the system because it like mobile, add I.
Eat hash emails, you know, previous purchases.
What what kind of customer upload into the system in order to fully leverage there?
That's a good question.
So when I say first party data, maybe I misspoke so and utilize your own audience list.
You can upload into the DSP to create custom audiences based on things like emails.
You can attach pixels to your site and you can retarget people you based on those pixels, you can create lookalike audiences through the DSP somewhere what you can through facebook, but mostly what I'm referring to is utilizing amazon's data and their browsing behavior to find your customers, you can utilize your own data, you can upload it.
It can be effective if you're a large enough brand.
, but mostly what I'm referring to is actually utilizing amazon's data.
and browsing behavior based on it being pretty open in its ability to do that, you can take any ace and create any look back window and create an audience based on that just using amazon's data.
, and that's, and that's an easy way to kind of piggyback off of maybe more established brands in order to find your target audience.
Yeah, I mean that that makes, that makes a lot of sense.
If you're kind of like this niche up and coming brand trying to make a name, you probably have less data than some, you know, well established player in the space.
And even if you are a well established player in the space, there are often complementary spaces that have other well established players that might also be used to find your target audience let's say, you sell dog food, you can target the number one dog toy, number one dog treat purchasers, reviews to find somebody that is likely interested in your product due to you being fully able to identify who they are.
Well, I spent a lot of money on my dog probably only second my Children.
So that's, that's a way of targeting.
so a bit of a generalized question.
deprecation of cookies and increased privacy controls have been on the forefront of all conversations in marketing.
Traditional targeting has been turned on its head.
How do you suggest clients navigate around these uncharted waters?
Yeah, that's a good question.
I mean, we've already seen somewhat of a mass migration of marketing tactics as a whole for this reason.
I mean, at the same time as apps like Tiktok are gaining a lot of steam.
companies like apple google facebook are imposing privacy measures and ultimately losing a lot of data.
That was kind of the bread and butter of what marketing tactics were based on previously.
so if anything, I think that this is something that gets touched on a lot, but making sure that you have it dialed in omnichannel marketing strategy, you can't solely rely on customer data the way that you could before and as such, you need to make sure that you have a cohesive brand strategy, make sure you're well positioned to make sure that you invest heavily in your creative assets, your branding imagery, make it consistent and then you're able to push that out across several marketing channels and I think that you need to make sure that all of those things are dialed in and then honestly just utilize whatever, platforms your ideal customer demographic tends to use.
I think that being able to having a tougher time identifying your target demographic purely based on browsing behavior is almost a gift and a curse because those, those brands that identity that actively invest in their creative and their branding seem to win because they can just leverage more channels.
So the more that you put into differentiating your brand via creative assets via brand messaging, the more that these additional channels kind of unlock themselves for you and become applicable and the more you can utilize things like influencers and then lastly, which we've already touched on, I think that utilizing data from companies like amazon I think is really heavily underutilized.
I think that brands that don't even sell on amazon aren't aware that they can tap into amazon's data as a way to find their customer demographic and being able to utilize that type of browsing behavior is just as valuable if not more valuable than what cookies and, all these other things used to do for other marketing channels.
I mean that makes a lot of sense.
Yeah, on the, on the channel strategy is incredibly important.
You know that assessing all the different channels and kind of like how how it affects each individualized brand is is is, I mean, it's really personalized, you can take a blanket approach to it.
you know, us at N to Z.
We focus on in app mobility data to kind of map behavior.
, but you know, things like, you know, search connected television as you mentioned, and also incredibly important.
How how would you recommend that brands kind of start testing multiple on the channel approaches?
How how do you take a, you know, kind of an infinite number of avenues and kind of narrow it down to your most effective?
Yeah, I mean, it's all about product market fit right.
we have clients that sell a lot of different things summer for lack of a better term sexier than others.
Some are more widely applicable than others.
There's some products that have great branding and that everyone could use, they just don't know about it yet.
And for them, there really are limitless opportunities where they can advertise and for other brands, they have a very specific market segments all about knowing who you're selling to?
Like is your key demographic on Tiktok or are they not?
Are they big amazon shoppers?
Are they not, is connected tv gonna be something that's applicable to the people that you want to target or is it not?
I think it's it's first and foremost about knowing your consumer demographic and working backwards from there, I think that based on targeting strategies, most channels, most of the common ones anyways can be pretty effective, but the better, you know, your brand and your consumer demographic, the easier that decision is to make awesome, awesome.
so you've recently been given the reins of delivered media ceo, what is the mark that sam lee will be imprinting on the company as you lead it into the future?
Honestly, man, I'm not looking to reinvent the wheel here, I came in to deliver because I already liked what they were doing.
, they provided an excellent service for their clients.
They are very intentional about the work that they do and who they work with and ultimately as such, they were so client focused that they just needed somebody to get the word out there and to help them grow.
I'm not looking to come in and change everything that they're doing.
I'm simply coming in to better convey that message to more people and help to grow the business.
I really don't think that they needed a ton of help in terms of what they do for their clients.
It's just a matter of helping to convey that message and helping them improve on what they've already built out awesome.
Well effective communication is important and, it sounds like you're, you're good at what you do and making sure that you're in front of people, that's the number one thing when it comes to running a business.
So,, congratulations on your new position.
Thanks so much.
and if viewers wanted to get in touch with you at delivered, how what's the best way of doing?
So yeah, I mean linkedin super easy.
My emails sam dot lee at delivered media dot com, and then you can always just go to deliver media dot com.
So, pretty straightforward, awesome.
Sam, thank you so much for being on the segment today.
We really appreciate it and looking forward to talking again soon.
Thanks a lot, my man, I appreciate it.
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