Episode #48 - "Exploring the Cross-Channel Planner Beta for Amazon DSP 📈🛠️"

Summary: In this episode, we explore the Cross-Channel Planner Beta, a tool available for those with an active DSP account on Amazon. We discuss its features, how to navigate through it, and the possible benefits of using this tool for audience insights, targeting, and budget planning.

Welcome to Episode 48 of our Amazon Ads Raw Daily podcast, recorded this Thursday, the 29th of June. Today, we take a deep dive into the Cross-Channel Planner Beta tool available for those with an active Amazon DSP account.

Understanding the Cross-Channel Planner Beta: The Planner, still in its Beta phase, is available through the ad console. It's nested under the 'insights and planning' menu point alongside brand metrics, brand impression share, audience insight, and other DSP-related offerings.

• Creating a Plan: We walk through the process of creating a plan using the tool, starting with selecting the DSP advertiser, defining a population for the shopping funnel opportunity, and setting specific audiences for different awareness stages. Currently, the tool supports only the US market.
• Insights and Planning: After setting the plan, the tool calculates a cross-channel plan, providing an insight into the audience interaction within the selected categories, products, or audiences over the past 12 months. This offers a valuable retrospective view of audience behavior and reach.
• Additional Features: The Planner Beta tool allows for demographic analysis, category insights, lifestyle events tracking, budget planning, and reach forecasting. We discuss these features in-depth and their potential utility for advertisers.
• Suggestions for Improvement: While the tool provides excellent insights into reach and budget, we feel the inclusion of metrics like expected sales or units based on specific conversion rates could add significant value to the planning process.
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This episode offers a detailed walkthrough of the Cross-Channel Planner Beta, making it easier for you to understand its potential. Remember, tools like these are stepping stones in your advertising journey. Use them to enhance your understanding, refine your strategies, and boost your advertising performance. Have a wonderful Thursday, and see you tomorrow!

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