Tom Edwards, Ad Age Marketing Technology Trailblazer and Chief Digital Officer, Agency @ Epsilon analyzes the launch of Amazon Spark and discusses the potential connection to conversational commerce through messaging.
The video starts with an overview of the newly launched Amazon Spark, which is a mashup of discovery and inspiration features of Pinterest, combined with the UX style of Instagram for iOS users built on a foundation of a shoppable personalized feed.
The discussion shifts to unstructured social data & Amazon’s relevancy algorithms, the role of image recognition and the power of visual discovery as a foundation for additional data exhaust and progressive profiling.
Next, the analysis reviews the role of social in Spark and the evolution of reviews. From UGC, influencers, and social currency to a theory tied to rumors of conversational commerce through a potential messaging platform. Spark could be Amazon’s answer to a scalable campaign platform driven by WOM.
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