Accenture Marketing Investment Navigator

Marketing measurement is complex. Fragmented data across channels, slow modeling cycles, and disconnected attribution methods make it difficult for marketers to confidently allocate budgets. Accenture's Marketing Investment Navigator solves this by combining a brand's cross-channel media data with granular signals from Amazon -- including Amazon Ads log-level data, organic search, Ratings & Reviews, and Flexible Shopping Insights -- into a unified measurement platform. Built on Amazon's authenticated identity graph and AWS Clean Room infrastructure, it gives marketers one source of truth for understanding which investments drive growth and where to move budget next.

Marketing Investment Navigator relies on a proprietary Attribution Bridge that unifies four proven measurement methodologies:

• Marketing Mix Modeling (MMM) - Quantifies the impact of each media channel on business outcomes at an aggregate level
• Multi-Touch Attribution (MTA) - Traces individual consumer journeys using Amazon's authenticated identity signals to understand which touchpoints drive conversions
• Sales Lift Analysis - Measures the incremental revenue generated by specific campaigns or channels
• Brand Lift Analysis - Evaluates how media investments shift brand awareness, consideration, and perception

By unifying these typically siloed approaches through the Attribution Bridge, the platform delivers a more complete and accurate picture of media performance than any single methodology can provide -- spanning both on-Amazon and beyond-Amazon paid media.

Enterprise brands have achieved measurable outcomes with Marketing Investment Navigator:

• Leading Diaper Brand: +30% Amazon sales growth at existing investment levels, 1.3X improvement across Amazon Ads investments, and $13M in paid media-driven sales with no increased spend
• Leading US Skincare Brand: +12% Amazon sales growth at existing investment levels, 2X improvement across Amazon Ads performance, and $45M increase in paid-media-driven sales

Marketing Investment Navigator deploys 19 purpose-built AI agents to automate much of this process, compressing data ingestion, quality checks, and reconciliation from weeks to days:

• Automated data ingestion across media channels and platforms
• Error flagging and correction to catch data quality issues before they affect model outputs
• Model aggregation that blends results from MMM, MTA, sales lift, and brand lift into a coherent view

Agentic workflows are built on AWS Bedrock and Nova, keeping automation within the AWS ecosystem.

Marketers do not need to be data scientists to use the platform. A conversational AI interface -- also powered by AWS Bedrock and Nova -- lets users ask questions in natural language and receive clear, actionable answers. Instead of navigating complex dashboards or waiting for analyst reports, marketers can:

• Ask how a specific channel is performing relative to plan
• Explore what-if scenarios for budget reallocation across channels
• Simulate how shifting investment from one channel to another could affect key business outcomes
• Run forecasts and get plain-language summaries of model outputs and recommendations

Teams can test reallocation strategies, evaluate the impact of shifting spend across channels, and build data-driven media plans that align with business goals before committing real dollars.

12-week delivery plan

Phase 0 | Business Goals & Modeling Approach Alignment -Align on business needs & goals -Align on infrastructure setup, requirements, and user access -Define roles and responsibilities

Phase 1 | Data Discovery & Exploratory Data Analysis -Define key data sources -Assess current state of required marketing data for a unified view -Define data availability, structure, and format

Phase 2 | Data Ingestion, Transformation & Harmonization -Design workflow to ingest MMM and MTA data -Ingest MMM and MTA data into AWS Clean Rooms -Transform data for model consumption -Identify data gaps for specific MMM or MTA outputs

Phase 3 | Model Setup & Validation -Run MMM and MTA models on the ingested data -Assess current-state performance and validate model outputs

Phase 4 | Scenario Planning & Activation -Deploy validated models -Create and compare scenarios to optimize investments -Activate investment optimization recommendations

To learn more about how Marketing Investment Navigator can help your team make faster, more informed media investment decisions, reach out to the Accenture team through AWS Marketplace to discuss your measurement needs.