Unlock Powerful Dayparting with Amazon Marketing Stream | Hector

Amazon Marketing Stream's hourly data feed, available every day of the week, can be a game-changer for brands on Amazon if used effectively. At Hector, we've put in multiple sprints to finalize the perfect visualization screen for Amazon Marketing Stream data!

Why Hourly Data Matters:
Tracking hourly data allows you to pinpoint ideal time slots that deserve your attention. This data can reveal patterns in key metrics across 168 hourly slots each week, helping you understand which times yield the best performance.

The first step in dayparting is identifying the high-performing time slots for keywords targeted in Exact Match.

Here are some critical don’ts when setting up a dayparting schedule for Exact Match keywords:

Don’t rely on just one metric to judge hourly performance.

Don’t assess a campaign that has more than one keyword.

Avoid using Broad or Phrase match types for dayparting.

Don’t group Brand, Competitor, and Generic keywords in the same assessment.

Judge performance based on placements (when available).

Separate judgments for BAU and Event days.

Avoid grouping different product keywords in the same analysis.

Don’t rely solely on ROAS or ACOS %; look at multiple metrics.

Use data spanning a minimum of 90 days, not just the last 30 days.

Key Insights for Effective Dayparting:

Every keyword type performs differently across the hours of the day and days of the week. It's not just about the keywords themselves; the performance is tied to search terms, particularly in Exact Match where search term variability is minimized.

Additionally, BAU days behave differently than event days, and different types of keywords (Brand, Competitor, Generic) will show varied Conversion Rates, so evaluate them separately.

Performance also varies significantly across placements like Top of Search, Rest of Search, and Detail Page. With Hector, you can view Exact Match keyword performance by placement!

My Top Metrics for Time Slot Performance:
My favorite metrics for assessing time slot performance, considering all the above don’ts, are ROAS and Orders.

A Word on Product Keywords:
Keywords like “Hair Serum” will perform differently than “Hair Shampoo.” Avoid evaluating multiple product types together for accurate insights.

After realizing the importance of these factors, we developed and launched our dayparting feature to enable data-driven, minimal-assumption decisions.

We have redefined dayparting to leverage Amazon Marketing Stream data to it’s full potential.