• by Joe Mandese  @mp_joemandese, January 9, 2024

Specifically, GroupM performance media unit Nexus this morning announced it has launched a “maturity framework” with Amazon to help clients understand where their organization and team are on a curve of utilizing the powerful performance marketing platform.

In the context of Amazon Marketing Cloud, a data cleanroom enabling brands to match their proprietary audience targets with Amazon’s commerce signals to “define measurement objectives, run custom queries, and generate aggregated and anonymous outputs, according to Amazon’s own description, enabling marketers to:

• Measure the efficacy of a campaign.

• Find the “perfect” media mix.

• Discover their most engaged audiences.

In practical terms, Amazon says brands and agencies can use it to “upload your own pseudonymous inputs” and “link them with Amazon signals such as impressions, clicks and conversions” in order to understand the impact of your campaign on and off of Amazon.

Sound like a nifty planning and buying tool? The trick, according to GroupM Nexus, is understanding how to use it, which is the reason it created the maturity framework for clients in order to benchmark how well they’re using it and learn how to use it better.

The maturity framework is not a new concept. Various third parties have been providing versions maturity frameworks for years. Watch VMware’s two-year-old video below to see how it approaches it.

Just to be clear, VMware is in no way affiliated with GroupM Nexus, but a GroupM spokesperson declined to provide any graphic or visualization of its framework, because the agency considers it proprietary. So I did the next best thing and found another source to explain it.