Barcelo Hotel Group achieves campaign efficiency by accelerating first-party audience effectiveness with Tealium and Amazon Marketing Cloud

As the digital marketing landscape rapidly evolves, the ability to leverage effective first-party audience signals has become crucial for advertisers to deliver personalized and relevant ad experiences. Brands collect first party audience signals from multiple customer touch points throughout the customer journey which they use to create targeted audience segments. These brands then seek new strategies to activate their audience signals efficiently, and are looking for innovative ways to target, measure and optimize campaigns while protecting customer privacy. However, consolidating these audience signals to active advertising campaigns while protecting customer privacy often requires significant technical resources and expertise.

Needed: a simplified, yet scalable solution

What brands need is a simplified and scalable solution that empowers them to unlock the full potential of their first-party audience signals. By seamlessly activating these unique audience signals, brands can deliver ads that drive improved performance across key metrics, such as conversion rates, customer satisfaction, spend per customer, and acquisition costs.

In this blog post, we share how Tealium, a leading Customer Data Platform (CDP) built on Amazon Web Services (AWS), manages audience signals for brands and provides them with integrations to measure these audience signals with Amazon Ads. The Tealium integration uploads audience segments on Amazon Marketing Cloud (AMC) built on AWS Clean Rooms and Amazon DSP (ADSP), making it easy for brands to use these audiences with Amazon Ads campaigns. Brands can derive unique insights from these audiences, combined with overlaps across Amazon audiences, and activate them to drive efficiency of their advertising campaigns. We will discuss how one brand, Barcelo Hotel Group, leveraged Tealium’s self-service integration with Amazon Ads to reach their high-value traveler audiences improving their campaign effectiveness.

Solution: Tealium’s integration with Amazon Ads

Tealium helps companies connect their disparate datasets across web, mobile, offline, and IoT, so they can build a more holistic view of their customers and intelligently engage with them. Using Tealium’s customer data platform, companies can prepare, unify, and activate their data in real-time, improving the value and actionability of their customer data. Tealium’s AudienceStream product builds and updates audience profiles in real-time, allowing brands to understand customers individually and share insights.

Tealium’s suite of Amazon Ads Integrations, including ADSP and AMC, helps brands gain access to a broader range of customer signals from various Amazon Ads touchpoints. This integration empowers media teams to connect Amazon Ads signals with first-party signals outside of Amazon. This enables media teams to create personalized ad experiences, gain a comprehensive understanding of campaign performance, and maximize the return on their advertising spend with effective audience strategy.

Brands rely on Tealium to help unify their data and define audience segments based on their first party signals. For example, Barcelo Hotel Group can define a segment related to high-value travelers, and then run a retargeting campaign based on historical trends associated with this segment. However, it can take time and technical resources to prepare, export and upload segments onto platforms for activation.

Results: First-party audience segments improve campaign efficiency

Many Tealium customers want to activate their audience segments by running campaigns on Amazon Ads. Tealium wanted to simplify the process of activating audience segments, so it built an integrated connector solution on Tealium’s AudienceStream. The connector uses AMC Audience Management APIs to access and stream audiences into AMC and ADSP. A brand can follow Tealium’s setup workflow to launch this connector from Tealium’s AudienceStream, configure it with a few clicks to Amazon Ads and start streaming their audience segments from Tealium’s platform into Amazon Ads (AMC and ADSP). This approach makes it easy for brands to use their first-party audience segments for optimizing their audience strategy to achieve Key Performance Indicators (KPIs) with Amazon Ads that are closer to their business outcomes associated with campaigns running on Amazon Ads.

For example, Barcelo Hotel Group needed to improve the efficiency of their advertising campaigns. By using their first-party signals to connect content on Amazon Ads to an advertiser’s off-Amazon customer interactions, Barcelo could provide an omni-channel perspective on attributes. They also understood the limitations they would face in the future with third-party cookie deprecation. Since Barcelo already had their audience signals in Telium’s CDP, Barcelo’s marketing team was able to configure the Tealium connector and Amazon Ads within minutes, which historically could take them weeks to setup.

According to Rafael Cervera, Activation Associate Manager from Barcelo’s media agency Jakala, after activating the audience segment on Amazon Ads, they measured a 23% increase in incremental revenue and a 21% improvement in efficiency for the consideration phase of their campaign. The result Barcelo Hotel Group found was that linking their audiences directly from Tealium’s platform to AMC allowed them to understand their users and implement audience strategies focused on the consideration layer of the advertising funnel generating a more robust customer journey.

“Once the use case was defined with the different stakeholders, integrating our first-party data through Tealium’s AudienceStream with AMC has been very simple. Thanks to the native integrations of Tealium with AMC, we did not require the help from our front-end developers to set it up, since the documentation and support provided by Tealium and AMC resolved all doubts, and in a matter of minutes we were able to configure, test, and validate the integration.”

Joan Salom, Head of Data & Analytics at Barcelo Hotel Group

In a nutshell: How Tealium works with Amazon Ads

The Tealium Amazon Ads architecture shown below provides insights into how this integration is designed and implemented.

Figure 1: Tealium – Amazon Ads Integration

Solution details

The integration between Tealium CDP and AMC allows brands to connect directly from the Tealium platform to create audience segments for planning, targeting or measurement analysis. Follow the callouts in the diagram, above, to gain a clear understanding of the workflow:

1. Brands use Tealium’s platform to create audience segments. Tealium’s platform uses the Amazon Ads connecter to hash the audience and streams them to AMC and ADSP.
2. AMC audience management service APIs support audience refresh operations for Tealium.
3. ADSP activates campaigns and enables advertisers to use first party audience that are built with rule-based or look-a-like models.
4. AMC provides campaign audience performance metrics created and activated using ADSP.
5. Tealium’s platform uses audience performance metrics from AMC to enable visualization capability to advertisers.
6. Advertisers obtain first-party audience overlap metrics to support targeting strategies and campaign performance.

Conclusion

The integration between Tealium’s CDP and Amazon Ads is a powerful combination that enables brands to unlock the full potential of their first-party audience signals. By seamlessly connecting Tealium’s audience management capabilities with Amazon’s advertising products, brands can deliver highly personalized and relevant ad experiences to their customers.

Looking ahead, as the digital advertising landscape evolves toward a more privacy-focused future, the Barcelo Hotel Group example showcases how they used first-party audience signals to achieve campaign efficiency, obtain better performance metrics, and improve customer journeys—all of which empower brands to stay ahead of the curve. Tealium’s self-service integration with Amazon Ads simplifies this process, allowing brands to activate their custom audience segments quickly and easily within Amazon’s advertising platforms.

To get started with Tealium’s CDP, powered by AWS and Amazon Ads, see Tealium’s AWS Marketplace listing, Tealium Event and Audience Data Hub, or contact an AWS Representative to learn how we can help accelerate your business.

Further Reading

• Tealium and Amazon Advertising
• Amazon Ads Conversions
• Tealium-better-together-amazon-ads

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About Tealium

Tealium is a Customer Data Platform (CDP) that connects data, so businesses can better connect with customers. Tealium’s real-time data infrastructure allows brands to power their AI models and activate data for enhanced in-the-moment experiences. Tealium’s turnkey integration ecosystem supports more than 1,300 built-in connections from the world’s most prominent technology experts. Tealium has achieved five Amazon Web Services (AWS) competencies: Advertising and Marketing Technology (AMT), Retail, Data & Analytics, Travel and Hospitality, and Financial Services.