You need to design an AMC measurement approach for a brand that wants to: (1) determine if Amazon DSP provides incremental value over Sponsored Ads, and (2) identify which audience segments perform best. What combination of analyses would you recommend?

Amazon Marketing Cloud can evaluate channel combinations and audience performance within the same privacy-safe analytics environment. Overlap analysis helps compare outcomes for customers exposed to Sponsored Ads, Amazon DSP, or both. Audience segment analysis helps identify which segments show stronger performance based on metrics such as reach, purchase rate, or conversions. Combining both analyses addresses incremental media value and audience prioritization without relying on a single aggregate campaign view.