A sporting goods retailer has connected their email list, CRM data, and in-store purchase history to Ads Data Manager. They want to understand which Amazon touchpoints (streaming ads, display ads, sponsored products) are most effective at driving their high-spending customers to purchase. Where in the workflow should they conduct this analysis?

The Analyze & Build stage is where Amazon Marketing Cloud is used to evaluate connected first-party signals alongside Amazon Ads touchpoints. CRM, email, and in-store purchase data can help define high-spending customers when the required inputs are available. AMC can then analyze how streaming ads, display ads, and Sponsored Products relate to purchase behavior. This stage produces the insights needed before activation and optimization decisions.