We all know the Amazon landscape has changed vastly since 2020 – but has your strategy adapted accordingly? Because the old playbook won’t cut it anymore. During this session, hear from Tinuiti’s Marketplaces expert and digital marketing forecasting agency, Stratably, to hear what 2023 will look like and the tactics you need to leverage so you don’t miss out on new sales and stay ahead of the curve.

1. Retail Success
Through Every Part
of the Funnel
THE COMMERCE SUMMIT

2. Session 1
10am PT | 1pm ET
Bottom of Funnel Conversion: What Your
Brand Can Do if Sales Are Down in Q1
Session 2
10:35am PT |
1:35pm ET
Finding The New Top of Funnel: Riding The
Third Wave
Session 3
11:10am PT |
2:10pm ET
Finding The New Top of Funnel: In-Store
Physical Retail Media
Session 4
11:45am PT |
2:45pm ET
Driving Middle Funnel with
Consideration: How to take Advantage of
the Newest in Shoppable and Display
Session 5
10am PT | 1pm ET
Bottom of Funnel Conversion: Search and
Display Strategies to Jump-Start 2023
Sales
Session 6
10:35am PT |
1:35pm ET
AMC and the Amazon Sphere: What You
Did in 2020 Won’t Work in 2023
Session 7
11:10am PT |
2:10pm ET
How to Master Omnichannel Display and
Video for Amazon
Session 8
11:45am PT |
2:45pm ET
An Amazon Seller’s Guide to Operational
Success: Driving Traffic from External
Sources
DAY 1: RETAIL
Wednesday, February 15, 2023
DAY 2: AMAZON
Wednesday, February 22, 2023

3. AMC and The
Amazon Sphere
What You Did In 2020 Won’t Get You
There In 2024

4. Today’s Logistics
Katherine Bishop
Marketing Coordinator
Recording & slides will be in your inbox
tomorrow
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our teams after!

5. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

6. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

7. Our Speakers
AARON GOODEN
Director, Marketplaces
RUSS DIERINGER
Founder & CEO

8. Practical research, events & advisory for consumer brands
● Weekly research in a digestible format
● Practitioner-focused live sessions
● 1-on-1 advisory services
● Custom research
Stratably Closes the eCommerce Knowledge Gap
Reaching thousands of leaders across hundreds of
companies each week.

9. Agenda
● Why 2020 Strategies Will No Longer Cut It
● What to Focus on in 2023
● How Brands are Adjusting Ad Plan in 2023
● Amazon Operations
● How to Prioritize Retailers
9

10. Are you currently using tools like
AMC?
● No, I don’t know enough about it.
● Not yet, but I want to!
● Yes, just getting started.
● Yes, it’s a great tool!
POLL

11. What Are We Dealing With
Today?

12. 12
Pandemic Gains Narrowing…but Return to Stores?

13. One-Third the Projected Growth

14. Over-Built Capacity Impacting Profitability

15. 15
And Retail Media’s Importance Continues to Grow
Source: eMarketer

16. 16
With Shopper Journeys Becoming More Complex Than Ever
Source: McKinsey COVID-19 US Consumer Pulse Survey, March 2022
75% of shoppers are omnichannel utilizing multiple digital
touch points signaling the demand for connected commerce
Experience Strategy
Content/Creative
Strategy
Customer
Understanding
AWARENESS
PERSONAL
REFERRALS
BRAND
AWARENESS
PROGRAMMATIC
OTT / DISPLAY
IN-STORE
DISPLAY OR SIGN
CONSIDERATION
Social
Search
Shopping
Display
Email
SOCIAL AD
ONLINE
WALMART SEARCH
-NB
ADD TO CART
(NO PURCHASE)
WALMART DISPLAY
CONVERSION
Affiliate
Lower Funnel Tactics
Audience
Segmentation
ADDED TO 1P
AUDIENCE
RETARGETING LIST
BRAND SEARCH
TARGET PURCHASE
TARGET SITE VISIT
CHEEZ-ITS
COUPON SEARCH
ADVOCACY
Customer Retention
Loyalty Program
Marketing
Automation
Email
NEW VS CURRENT
AUDIENCES
AUTOMATED EMAIL - EVENT
RETARGETING FOR
PRINGLES
CROSS CHANNEL
STRATEGY
1
2
3
4

17. 2020 Strategies Aren’t
Cutting it Anymore
17

18. Mature Advertising Market

19. Drivers to Amazon Ad Strategies in ‘23
Amazon Marketing Cloud
Amazon Attribution
Amazon Stream
Answer customer journey questions previously unanswerable
Near real-time information on performance
Measuring the impact on Amazon sales from non-Amazon ads

20. Low Adoption of Tools Now Powering Amazon Advertising

22. CROWDED!

23. MEH…

24. TEST &
LEARN

25. DIFFERENTIATE

26. Attribution Fundamentally Changing

27. Next Generation Amazon Flywheel
● Amazon Marketing Cloud
● Amazon Attribution
● Amazon Marketing Stream
Measurement
● Sponsored Products
● Sponsored Brands
● Sponsored Display
● Amazon DSP
● STV
Advertising
● Whole Foods
● Amazon Fresh
● Amazon Prime Day(s)
Commerce
27

28. The Poppi Journey
X

29. 29
1. Brand
Consideration
2. Conversion
Impact
3. New to Brand 5. Loyalty
How We Succeeded
Objective
Understand how exposure to multiple ad types impacts
consideration behavior
Tactic
Leverage AMC insights of detail page view rate (DPVR)
across ad types
Result
Most effective driver of detail page views was a
combination of Video ads + Sponsored Products + DSP
Action
Continue to invest in video (OTT + OLV) throughout the
rest of the year to maximize DPVR while pushing into
broader categories such as “cola” and “soft drinks” to
broaden Poppi’s influence
DPVR% by Ad Type Over Time
The most
powerful
combination
X
*Video includes (OTT & OLV)
4. In Store

30. 30
How We Succeeded
Objective
Understand how exposure to multiple ad types impacts
consideration behavior
Tactic
Leverage AMC insights of conversion rate across
ad types
Result
OTT along with traditional SP and DSP drove the highest
conversion rate of all media type combinations. SP and
DSP loyalty targeting continues to be effective
Action
Increase budget allocation aggressively during tentpole
events, including winning top of search placements for
high-volume keywords and brand conquesting legacy
cola brands
X 1. Brand
Consideration
2. Conversion
Impact
3. New to Brand 5. Loyalty
4. In Store

31. 31
How We Succeeded
Objective
Reach and engage new to brand customers
Tactic
Measure how full-funnel media works together to drive
new to brand orders
Result
The more upper funnel the media (OTT & OLV), the higher
the chance Poppi is converting a NTB customer
Action
Continue to invest in OTT & OLV to drive new customer
acquisition and continue to grow Poppi’s pond while
expanding beyond healthy soda into the broader soft
drink space
X
of all consumers converted from media
in Q1 were new to the Poppi brand
34%
1. Brand
Consideration
2. Conversion
Impact
3. New to Brand 5. Loyalty
4. In Store

32. 32
How We Succeeded
Objective
Measure the impact of digital media investment on Whole
Foods performance
Tactic
Leveraged OTT Video to initiated the first wave of
purchasing behavior as new customers became aware
of the brand Poppi
Result
Significant increases across conversions and new to
brand customers shopping at Whole Foods
Action
We are continuing to incorporate digital media into future
integrated marketing strategies for brand awareness,
sales growth, and a 360-degree impact online and offline
X
Increase in MoM conversions
at Whole Foods
~12x
Increase in MoM new to brand
customers at Whole Foods
3.5x
Of Whole Foods customers
were new to brand
19%
Customers saw Amazon media and
then purchased at Whole Foods
28%
1. Brand
Consideration
2. Conversion
Impact
3. New to Brand 5. Loyalty
4. In Store

33. 33
How We Succeeded
Objective
Drive customer loyalty by converting new to brand
shoppers into Subscribe & Savers
Tactic
Remarketing off of OTT customer exposure to turn detail
page views and conversions into loyal consumers
Result
The average shipped revenue from SnS has increased
by 36% from Q1 → Q3
Action
Further push this approach for high traffic Q4 holiday
period and “prime the pump” for a deep pool of new to
brand customers to become tomorrow’s subscribers
X
Monthly Subscribe & Save count
increase from January to July
54%
1. Brand
Consideration
2. Conversion
Impact
3. New to Brand 5. Loyalty
4. In Store

34. Key Takeaways
1. What you were doing pre 2020 won’t sustain
you in 2023 and beyond.
2. Amazon is finally letting you behind the curtain
a bit - YOU SHOULD JUMP ON THAT!
3. You should be fully aware of how your upper
funnel media impacts your conversion media in
today’s Amazon ecosystem.

35. Schedule Your
Consultation
with an Amazon
Expert

36. Q&A
AARON GOODEN
Director,
Marketplaces
RUSS DIERINGER
Founder & CEO

37. 37
Stay informed
on the future of
digital marketing
Visit our content hub
➜

38. Thank you!

39. Session 1
10am PT | 1pm ET
Bottom of Funnel Conversion: What Your
Brand Can Do if Sales Are Down in Q1
Session 2
10:35am PT |
1:35pm ET
Finding The New Top of Funnel: Riding The
Third Wave
Session 3
11:10am PT |
2:10pm ET
Finding The New Top of Funnel: In-Store
Physical Retail Media
Session 4
11:45am PT |
2:45pm ET
Driving Middle Funnel with
Consideration: How to take Advantage of
the Newest in Shoppable and Display
Session 5
10am PT | 1pm ET
Bottom of Funnel Conversion: Search and
Display Strategies to Jump-Start 2023
Sales
Session 6
10:35am PT |
1:35pm ET
AMC and the Amazon Sphere: What You
Did in 2020 Won’t Work in 2023
Session 7
11:10am PT |
2:10pm ET
How to Master Omnichannel Display and
Video for Amazon
Session 8
11:45am PT |
2:45pm ET
An Amazon Seller’s Guide to Operational
Success: Driving Traffic from External
Sources
DAY 1: RETAIL
Wednesday, February 15, 2023
DAY 2: AMAZON
Wednesday, February 22, 2023