---
title: Tentpole Phase Overlap Query
description: Understand Tentpole Events and how to optimize Amazon campaigns across lead-up, event day, and lead-out phases for maximum sales and new-to-brand growth.
---

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# Tentpole Phase Overlap Query

## Understand Tentpole Events and how to optimize Amazon campaigns across lead-up, event day, and lead-out phases for maximum sales and new-to-brand growth.

Understanding Tentpole Events

Tentpole events are large, high-impact shopping periods on Amazon such as **Prime Day, Black Friday, Cyber Monday, and Holiday Sales**. These events drive spikes in traffic and conversions, making them crucial opportunities for brands to maximize reach and revenue. 

With **Tentpole Phase Overlap dashboards in AMC**, you can analyze shopper behavior across different phases of these events (before, during, and after). This allows you to identify the strategies that work best in attracting new-to-brand customers and boosting total sales.

#### Tentpole Phases Explained

- **Lead-Up Phase**: The days/weeks before the event, where ads build awareness and consideration.
- **Event Day(s)**: The core period of peak shopping activity. Conversions and ROAS typically spike.
- **Lead-Out Phase**: The days after the event, where remarketing helps capture additional sales from engaged audiences.

#### Tentpole Phase Overlap (Top Metrics)

![](https://help.intentwise.com/hs-fs/hubfs/image-png-Sep-17-2025-05-55-04-9782-PM.png?width=670&height=200&name=image-png-Sep-17-2025-05-55-04-9782-PM.png)

This view summarizes **overall performance during tentpole events**.

- **Total Sales ($9.44M)**: The revenue generated during the event.
- **NTB Sales ($1.71M)**: Portion of sales from first-time customers, highlighting customer acquisition.
- **Purchased Users (559K)**: Total unique shoppers who purchased.
- **Reach & Impressions (32M / 197M)**: Scale of audience exposed to campaigns.
- **ROAS (6.4) and Purchase Rate (0.25%)**: Efficiency and conversion effectiveness across phases.

Use this snapshot to understand **topline impact** and quickly evaluate whether your tentpole strategy is working for both revenue and NTB growth.

#### Unique Reach, Total Sales, NTB Users (Bubble Chart)

![](https://help.intentwise.com/hs-fs/hubfs/image-png-Sep-17-2025-05-55-27-0259-PM.png?width=670&height=200&name=image-png-Sep-17-2025-05-55-27-0259-PM.png)

This bubble chart visualizes **tentpole strategies by size and impact**:

- **X-axis** = Reach, **Y-axis** = Total Sales, **Bubble Size** = NTB Purchased Users.
- Larger, higher bubbles = **strategies that deliver both strong sales and NTB acquisition**.
- Example: Event Day strategies typically appear on the higher-right side, showing big reach and sales.

Use this to **compare multiple strategies at once** and decide where to double down.

#### Top 5 Tentpole Strategies by Sales 

![](https://help.intentwise.com/hs-fs/hubfs/image-png-Sep-17-2025-05-55-53-7622-PM.png?width=670&height=529&name=image-png-Sep-17-2025-05-55-53-7622-PM.png)

This table ranks the **best-performing strategies by total sales**:

- #1 Event Day ($3.18M) with strong NTB share (31.12%).
- #2 Lead Up + Event Day ($1.89M).
- #3 Event Day + Lead Out ($1.45M).
- Others show incremental sales through extended phases.

Helps you identify **which phase combinations maximize revenue and NTB contribution**.

#### **Total Sales by Tentpole Phase (Pie Chart)**

![](https://help.intentwise.com/hs-fs/hubfs/image-png-Sep-17-2025-05-56-12-0873-PM.png?width=670&height=496&name=image-png-Sep-17-2025-05-56-12-0873-PM.png)

Breakdown of sales by **Single vs. Multi-phase strategies**.

- Single Phase: Campaigns focused only on one phase (e.g., Event Day).
- Multiple Phases: Campaigns spanning Lead-Up, Event Day, and/or Lead-Out.

Typically, **multi-phase strategies deliver more sustained performance**, while single-phase can capture peak conversions.

#### Tentpole Strategy Performance Across the Funnel (Detailed Table)

![](https://help.intentwise.com/hs-fs/hubfs/image-png-Sep-17-2025-05-56-37-7166-PM.png?width=670&height=200&name=image-png-Sep-17-2025-05-56-37-7166-PM.png)

Deep-dive into **each strategy’s funnel metrics**:

- Sales, NTB contribution, reach, impressions, clicks.
- Spend and ROAS for efficiency tracking.
- Purchase Rate (%) to assess conversion strength.

This table is most useful for **granular budget allocation decisions**, e.g., shifting dollars to high-ROAS lead-up campaigns or scaling event-day strategies with high purchase rates.

### How it works

1. Navigate to **Intentwise Explore![](https://help.intentwise.com/hubfs/image-png-Jun-26-2026-10-46-26-8568-AM.png)**
2. Go to **Queries \> Query Library![](https://help.intentwise.com/hubfs/image-png-Jun-26-2026-10-47-13-8319-AM.png)**
3. Search for and add **"Tentpole Phase Overlap"** to your saved queries![](https://help.intentwise.com/hs-fs/hubfs/image-png-Jun-26-2026-11-47-22-9495-AM.png?width=3334&height=2084&name=image-png-Jun-26-2026-11-47-22-9495-AM.png)
4. Fill in the required parameters and run the query *(see [this article](https://help.intentwise.com/amc-queries-explained?hsLang=en) for detailed settings)![](https://help.intentwise.com/hs-fs/hubfs/image-png-Jun-26-2026-11-47-50-8244-AM.png?width=3340&height=2074&name=image-png-Jun-26-2026-11-47-50-8244-AM.png)*
5. Once executed, access the results under the **Insights** section for detailed metrics and visualizations.![](https://help.intentwise.com/hs-fs/hubfs/image-png-Jun-26-2026-11-48-41-5152-AM.png?width=3322&height=2078&name=image-png-Jun-26-2026-11-48-41-5152-AM.png)

For more information, refer to our [data model](https://docs.intentwise.com/iac-source-data/data-models/amazon-source-data/amazon-marketing-cloud#iw-tentpole-phase-overlap).

#### Use Cases

- **Budget Planning**: Allocate more spend to event-day and multi-phase strategies with proven returns.
- **New Customer Growth**: Target awareness campaigns in the lead-up phase to maximize NTB acquisition.
- **Post-Event Retargeting**: Extend the impact of tentpole campaigns by engaging audiences in the lead-out phase.
- **Cross-Event Learnings**: Apply insights from Prime Day to Black Friday, Cyber Monday, or seasonal sales.

### **Frequently Asked Questions (FAQs)**

#### **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.

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