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Amazon pushes a 12-month sales metric to capture credit it says it’s missing

Digiday’s Seb Joseph reports that Amazon found roughly a fifth of a brand’s sales value on its platform lands after the typical seven-to-30-day attribution window closes, based on studying over 2 million June campaigns.

Why it matters. Agencies that build their own marketing mix models still get only 90 days of historical sales data from Amazon, far short of the 18 months those models need.

Signal from digiday.com · Seb Joseph · read the original.

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