📢 Hello Hello Marketer!!! 📢

Prepare for an exhilarating ride through our latest newsletter! First in line, "Mastering Measurement Protocol (MP) in #GA4" – unravel the mysteries of Google Analytics 4 for unparalleled data insights!

But the excitement doesn't stop there – break free from tradition! Explore the "Benefits of Non-Endemic Ad Campaigns" on Amazon and discover how diverse industries can amplify your brand.

Hold on tight as we demystify "How to Launch Non-Endemic Ads on Amazon." Initiate your advertising journey and tap into a broader audience.

But wait, there's more! Become a Segment Analytics maestro, measuring Customer Lifetime Value. Your key to marketing mastery is just a quick, insightful read away! 🌟💡

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Mastering the Use of Measurement Protocol (MP) in #GA4 🚀

Benefits of Running Non-Endemic Ad Campaigns

How to Start Running Non-Endemic Ads on Amazon

Measure Customer Lifetime Value With Segment Analytics Like an Expert 

Mastering the Use of Measurement Protocol (MP) in #GA4 🚀

1. Understand Measurement Protocol:

• Measurement Protocol (MP) is a set of rules for sending raw event data from your client or server directly to your GA4 property.

• It allows sending event data to Google Analytics from any internet-connected device.

• MP is used to enrich existing data, not for creating new users or modifying existing GA4 property data.

• Deploy MP client-side and/or server-side for different reporting capabilities.

2. Write an Application:

• Develop an application (program) to extract data from external sources like a point of purchase system.

• Programming knowledge (e.g., Python, Java, PHP) and understanding of the data source are essential.

3. Convert Data According to Measurement Protocol:

• Following MP guidelines, convert retrieved data into a format that GA4 can comprehend.

4. Make an HTTP POST Request:

• Your application must send an HTTP POST request to the GA4 server endpoint.

• The request comprises:

• User Agent: Identifies the device or application sending the request.

• Transport: Method of sending data (HTTP POST in this case).

• Payload Data: The formatted data sent to GA4.

Request Example:

POST /collect HTTP/1.1

Host: www.google-analytics.com

User-Agent: [Your User Agent]

Content-Type: application/x-www-form-urlencoded

Content-Length: [Length]

v=2&t=event&tid=GA4_PROPERTY_ID&cid=CLIENT_ID&ec=EventCategory&ea=EventAction

5. GA Processing and Response:

• When GA receives the HTTP request, it processes the payload data.

• Successful processing results in a 2XX response code sent back to your application.

• Unsuccessful processing does not trigger any error code to be sent.

Using the Measurement Protocol in GA4 involves understanding the rules, writing an application to fetch external data, converting it according to the protocol, making an HTTP POST request, and interpreting the server response. This allows enriching your GA4 data with information from various sources. 📊✨

Unleashing New Horizons: Amazon's Non-Endemic Advertising Revolution 🚀

Amazon, a powerhouse in the e-commerce realm, is not just about selling products anymore. It's rewriting the advertising rulebook with its bold move into non-endemic retail media advertising. Traditionally, Amazon's advertising landscape revolved around promoting products directly available on the platform. 

However, a paradigm shift is underway, introducing the rise of non-endemic advertising. In this comprehensive exploration, we'll dissect the concept, understand its significance, and delve into the myriad advantages it offers to advertisers across diverse industries. 🌐💡

Endemic vs. Non-Endemic Advertising:

Endemic Advertising:

• Focuses on promoting products available on the Amazon platform.

• Utilizes retail media data to showcase products sold at the retailer. 🛒📊

Non-Endemic Advertising:

• Ventures beyond products sold on Amazon, embracing industries like insurance, finance, and services.

• Ideal for brands offering products or services outside Amazon, using Amazon's Demand-Side Platform (DSP) and data/audience segments to target new customers. 🌐💼

Benefits of Running Non-Endemic Ad Campaigns:

1. Access to Amazon’s Proprietary Data:

• Leverage robust first-party data for valuable insights into consumer behavior and purchasing patterns.

• Enables more targeted and effective campaigns. 📈

1. Increased Brand Awareness and Revenue Streams:

• Extend reach beyond the typical audience, building brand awareness among new users.

• Opportunity for non-endemic brands to serve ads directly on Amazon, tapping into millions of daily shoppers. 🌐

1. No Minimum Spend for Non-DSP Campaigns:

• Start advertising on Amazon without the burden of a minimum spend requirement.

• Ensures accessibility for a diverse range of brands. 💳

1. Amazon DSP Capabilities:

• Enhance campaign capabilities with programmatic media buys, advanced audience targeting, and diverse ad formats. 🎯

1. Connect with Primed-to-Purchase Customers:

• Tap into Amazon’s extensive customer base actively seeking relevant products or services. 🛍️

1. Enhanced Targeting and Audience Segmentation:

• Utilize Amazon’s vast dataset to create highly specific audience segments.

• Improve website traffic, lead generation, and conversion rates. 📈

1. Brand Defense:

• Bid for placements where competitors would typically be, defending brand presence and potentially conquering competitors’ customers. 🛡️

How to Start Running Non-Endemic Ads on Amazon:

1. Familiarize Yourself with Amazon Ads and DSP:

• Understand capabilities, benefits, and limitations to make informed decisions. 🤓💼

1. Explore Amazon Performance Plus:

• Leverage audience modelling based on user behaviour for optimized targeting.

• Achieve top-performing ad results with machine learning. 

1. Understand Targeting Capabilities:

• Gain insights into various targeting options, including behavioral, contextual, and demographic targeting. 🎯

1. Command Amazon’s Data:

• Utilize granular data for testing and learning, optimizing strategies based on real-time insights. 📊

1. Work with an Agency:

• Collaborate with an agency for guidance in non-endemic advertising, defining goals, identifying target audiences, and setting the stage for a successful campaign. 🤝

1. Explore Emerging Trends:

• Stay ahead by keeping an eye on emerging trends and adapting strategies to the dynamic landscape of non-endemic advertising on Amazon. 

Now, armed with insights and strategies, dive into the world of non-endemic advertising on Amazon and unlock new dimensions for your brand! 🌟🚀

Measure Customer Lifetime Value With Segment Analytics Like an Expert 

Unlocking Customer Lifetime Value (CLV) with Segment Analytics in 5 Easy Steps

Understanding and optimizing Customer Lifetime Value (CLV) is crucial for sustained business growth. Here's a simplified guide on measuring CLV using segment analytics in five straightforward steps:

1. Define Customer Segments

Start by defining customer segments based on various criteria such as demographics, location, purchase frequency, product preferences, and more. Utilize tools like CleverTap for comprehensive data analysis across multiple channels. Create measurable, accessible, relevant, and actionable segments to tailor your marketing strategies effectively.

Example Segments:

Age group: 18-24, 25-34, 35-44

Gender: Male, Female, Decline to state

Location: City, State/Province, Country

Device: Desktop, Mobile, Tablet

Channel: Organic, Paid, Social

Value: Low, Medium, High

2. Calculate Average Revenue per Customer for Each Segment

Determine the average revenue per customer for each segment by dividing the total revenue generated by the segment by the number of customers. This simple calculation gives insights into the contribution of each customer within a specific segment.

Example Calculation:

If a segment generates $20,000 in revenue with 100 customers, the average revenue per customer is $200 ($20,000 / 100).

3. Estimate Average Lifespan of Customers in Each Segment

Estimate how long customers stay with your business before discontinuing purchases. This can be calculated based on historical data, industry benchmarks, or past customer behavior. For instance, if a segment consistently purchases for two years, the average lifespan for that segment is 24 months.

4. Calculate CLV for Each Segment

Multiply the average revenue per customer by the estimated average lifespan to calculate CLV for each segment. This step provides a predictive value of how much each customer is worth to your business over their entire lifespan.

Example Calculation:

If a segment generates $100 in revenue per customer, and the average lifespan is 24 months, the CLV is $100 x 24 = $2,400.

5. Compare CLV Across Segments to Identify Most Valuable Customers

Comparing CLV across different segments helps identify the most valuable customers. Focus your marketing efforts on retaining and upselling high-value customers, increasing loyalty among medium-value customers, and acquiring more customers similar to the high-value segment. Tailor marketing strategies based on the specific needs and behaviors of each segment.

Example Strategies:

Focus on high CLV, low churn rate customers for retention and upselling.

Increase loyalty of medium CLV customers.

Acquire new customers with characteristics similar to high CLV segment.

Optimize marketing costs for low CLV, high churn rate customers.

By leveraging segment analytics to measure CLV, you gain deeper insights, tailor marketing efforts, and make data-backed decisions for long-term profitability. Prioritize CLV to focus resources on your highest-value customers and thrive in a competitive market. 📈💰✨

Top Reads📚

Caribou Coffee Enters Long-Term Strategic CPG License Agreement with JDE Peet's ~ 18 Jan, 2024, Modern Retail

Linlithgow Distillery sells 75% and names new CEO ~ 23 Jan, 2024, The Spirits Business

Château Lafite Rothschild Owners Purchase Domaine William Fèvre, First Foray Into Burgundy  ~ 12 Jan, 2024, Vine Pair

Birkenstock shares slump as shoe company warns on profit outlook during first earnings since IPO ~ 18 Jan, 2024, CNBC

Shein’s marketplace is littered with gray-market products from top brands like Hoka ~ 16 Jan, 2024, Modern Retail

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Your Voice 🎤

Phew! That was a lot, right? But hey, knowledge is power🌟. We hope this edition gave you some insights and maybe even cleared up a few doubts.

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