Xmars had the exciting opportunity to join industry leaders and innovators as a platinum sponsor at this year’s Amazon unBoxed. The event centered around the future of advertising, providing us with the ideal platform to show how our AI-powered ad solutions are making an impact on Amazon Ads.
Our goal was to show attendees how Xmars simplifies using Amazon Marketing Cloud (AMC) by streamlining access to powerful data for advertisers of all skill levels. By showing how to unlock deeper insights, we aimed to give brands the tools to elevate their Amazon DSP and Sponsored Ad campaigns, make smarter decisions, and drive data-driven growth.
Breaking down barriers to using AMC
During the Lightning Talk, our SVP Joon Choi addressed one of the most common challenges for advertisers: unlocking the full potential of AMC’s vast data without being bogged down by the technical hurdles. Xmars AMC Hub offers a solution by stripping away the complexity with a no-code, drag-and-drop interface that turns AMC data into actionable insights. This makes it easier for brands to access the granular information they need to optimize their strategies, from campaign performance metrics to ASIN-level details.
We demonstrated how Xmars AMC Hub enables advertisers to tackle critical questions, like which ad types deliver the best returns and how to optimize budget allocation across ad types for maximum impact. Our ready-to-use models and advanced tools—such as Markov chain analysis for multi-touch attribution—provide clarity on the customer journey, helping brands identify which touchpoints influence conversions the most. This gives advertisers the confidence to make informed adjustments that can significantly enhance their return on ad spend (ROAS).
Bringing the latest ad tech to life
Our technology innovations aligned with Amazon DSP’s announcement at unBoxed of new ad tech capabilities, which focus on achieving more precise full-funnel reach and optimizing performance. This next-generation approach highlights the importance of leveraging advanced tools to unify strategies across the entire marketing funnel. Xmars AMC Hub is an ideal complement to this evolution, offering brands the ability to seamlessly integrate AMC insights with Amazon DSP to drive stronger results across awareness, consideration, and conversion stages.
As Tony Wang, our Co-founder remarked, "ensuring that media dollars are driving maximum results is a top priority for our clients. We’re able to unlock even more value on Amazon DSP using our brand partners' proprietary data in secure collaboration with Amazon Ads signals plus insights from top broadcasters to create enriched deals. This increases the effectiveness of our campaigns across the funnel and delivers even greater value for advertisers."
A practical approach to leveraging AMC
The panel discussion with our CEO, Kashif Zafar, delved deeper into how advertisers can start leveraging AMC to unlock value from their data. He underscored the importance of tapping into first-party data for a more personalized customer approach, while embracing a mindset of experimentation. According to Kashif, brands shouldn’t wait for a perfect setup to get started; instead, the key is to begin with small-scale tests, measure the outcomes, and iterate from there.
Kashif also highlighted the role of tools like Xmars AMC Hub in simplifying this journey, allowing advertisers to quickly connect, explore insights, and create custom target audiences through the Connection Hub. He suggested starting with straightforward analyses, such as comparing new-to-brand (NTB) metrics across search terms to understand which keywords are bringing in first-time customers. By gradually scaling efforts, brands can learn what works, gain confidence, and progressively optimize their strategies.
Applying AMC insights for real-world results
At Unboxed, we didn’t just talk about ideas; we showed how brands can actually put AMC insights to work. For instance, we discussed how NTB search term analysis in Xmars AMC Hub helps advertisers pinpoint high-performing keywords that bring in new customers, enabling them to better allocate their Sponsored Ads budget for growth.
We also covered the practical impact of multi-touch attribution, where the Markov chain model uncovers the value of each touchpoint along the customer journey. This enables brands to identify which ads, formats, and channels contribute most to conversions, and adjust their ad spend accordingly. A recent example we shared showed how optimizing ad strategies based on these insights led to a 15.9% increase in conversion rates for a high-budget campaign, demonstrating the real-world benefits of data-driven decision-making.
Another valuable use case was cross-product association, where brands can analyze buying patterns to identify products frequently purchased together. These insights allow for more effective cross-sell strategies through Amazon DSP, targeting customers who are already likely to buy related products. By leveraging such data, advertisers can turn insights into concrete actions that enhance campaign performance and boost incremental sales.
Engaging with the community and continuing the momentum
Throughout the event, Xmars actively engaged with attendees—from thought-leader interviews, discussions and key sessions to networking events like our exclusive dinner and happy hour at The Aquarium on 6th in Austin, TX. Our insights sparked meaningful conversations about the evolving retail media landscape and how brands can stay ahead by making smarter use of their data.
As we continue to build on this momentum, we're here to help advertisers quickly get up to speed with AMC and optimize their ad budgets for the upcoming holiday season. Reach out to us to learn more or book a demo, and let’s explore how Xmars can help you drive growth and make every ad dollar count!
