Sean Marder is the director of e-commerce solutions at Kenshoo, a technology platform that helps brands plan, activate, and measure effective marketing across all of the most engaging digital channels. The company has been an Amazon partner for the past 3 years, working closely with the new Amazon attribution program.
Sean Marder has an extensive background in both digital marketing and search advertising campaigns. Prior to joining Kenshoo, he was the director of media & analytics at Amplio Digital.
Here’s a glimpse of what you’ll learn:
- Sean Marder talks about Kenshoo and the Amazon Attribution program
- The data and metrics provided by Amazon’s attribution tool, and how these are helping sellers optimize their marketing
- How the attribution tool works for vendors versus sellers
- At what point should businesses start using attribution in their day to day?
- Sean discusses how Amazon DSP ads work with attribution
- Where to connect with Sean Marder and Kenshoo
In this episode…
In the past, Amazon sellers have struggled to track data and metrics about the traffic being driven to their products from other platforms, such as Facebook and Google ads. With their new attribution tool, however, this is all about to change.
Amazon Attribution is an analytics and measurement console that helps brands track their advertising performance across multiple channels. Sean Marder and his team at Kenshoo have been working closely with Amazon to get this attribution tool to you.
In this episode of the Buy Box Experts podcast, Eric Stopper interviews Sean Marder, the director of ecommerce solutions at Kenshoo, about the exciting new Amazon Attribution tool. Sean explains the benefits of using this tool, the type of data and insights it provides, and how it will work for you. Stay tuned.
Resources Mentioned in this episode
- Buy Box Experts
- Sean Marder on LinkedIn
- Sean Marder’s email: firstname.lastname@example.org
- Amazon Attribution
- Amazon DSP
Sponsor for this episode
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The team works with marketplace technicians using a system of processes, proprietary software, and extensive channel experience to ensure your Amazon presence captures the opportunity in the marketplace–not only producing greater revenue and profits but also reducing or eliminating your business’ workload.
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Eric Stopper 0:18
Hey and welcome to the Buy Box Experts podcast. This is Eric Stopper. The Buy Box Experts podcast is brought to you by Buy Box Experts. We take ambitious brands and make them unbeatable. We have a team of consultants here, please come and talk to us. We’d love to help you understand where you’re going wrong on Amazon or even where you know where you’re actually doing things pretty well. Just to validate the current activities that you’re doing day to day and what your team is trying to accomplish. Come and talk to us. Go to buyboxexperts.com click on the free analysis button. We’d be happy to talk with you.
This is the first in a 10-part series with Kenshoo. We’re going to be discussing some of the finer details of new products and lesser observed products on Amazon. Today I’m joined by Sean Marder, the director of e-commerce solutions at Kenshoo. Sean, welcome to the show.
Sean Marder 1:11
Thanks, Eric got to be here.
Eric Stopper 1:13
So today, we’re talking about attribution specifically. And I understand that you had to go and you went and had a conversation with Amazon to get some of the inside scoop on where attribution is and what is possible through the platform. And so I’d love to kind of get the brief on how that conversation went. Sure. Yeah.
Sean Marder 1:32
So a little background on us, right? We’re an API partner and you know, an Amazon partner for the better part of three years now. And you know, pretty much once a quarter, we go on Amazon into our QB ours and, you know, going in depth on the specifics of all the Amazon search programs and Amazon attribution is a program that we’ve actually been partnering with. For over a year and a half to help the find their products help under you know, drive into what will eventually be in a pod API accessible product and it overall it’s a, it’s something that’s really cool. My background personally is in search before I started working in Amazon in e-commerce around five years ago. And there’s always been this sort of gap between what you can expect from Amazon advertising compared to quote-unquote, traditional search advertising, right, and I’m making air quotes but Amazon attribution is kind of the first step in understanding more on how your advertising when driven to Amazon performs, right, we’re still not going to get things like path conversion stuff that you might expect in Google Analytics, but this is really that first step and again, outside Amazon, or excuse me, outside average rising drift driving to Amazon
Eric Stopper 3:01
And so some examples of that, right? We’re talking Facebook ads, Google ads as well, like what types of advertising channels allow Amazon attribution to plug in and to view those things?
Sean Marder 3:13
Yeah, pretty much anything that has that can drive through a link. Right? So Amazon attribution works through, you know, a click URL, a tracking pixel on through a click, and then through sometimes even views, right? So if through an email, if it’s on your website, like you said, on Google ads, or Bing, or Facebook, or Instagram, all those kinds of things, you’ll be able to, again, drive to Amazon, which you may or may or not, may or may not have been doing already. But now you can directly attribute the sales that are caused by those after those advertisements, right, which is really, really cool.
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