What are instructional queries?
Amazon Marketing Cloud's (AMC) instructional queries provide pre-written SQL code that AMC users can use as is or modify for common measurement and analytics tasks.
Understanding Tentpole Events
Tentpole events like Black Friday and Prime Day are key opportunities to increase your brand's visibility and encourage sales. Crafting a strategy leading up to, during, and after the event is crucial to making the most out of these events.
Tentpole Phase Overlap Query
The Tentpole Phase Overlap Query helps categorize shoppers into unique Tentpole Strategies based on their engagement during three key phases:
Lead Up: The period before the event when customers are researching and planning their purchases.
Event Day: The day of the event when shopping activity peaks.
Lead Out: The period following the event when follow-up promotions can capture additional sales.
By analyzing shopper behavior across these phases, you can derive valuable insights.
In this example, you can see that shoppers engaged on Lead Up and Event Day have the highest ROAS of $16.00 and an NTB rate of 1.6%.
Based on your goals, you can use this data to precisely plan budget allocation throughout the tentpole period.
For more information, refer to our data model.