About Us
How We Are
The Impact Lab is an Amazon-only analytics and AI partner built by former Amazon and AWS leaders. We help brands unlock the full potential of Amazon Marketing Cloud (AMC), Amazon DSP, and AWS by turning first-party data into measurable business impact. Our mission is simple: help marketers go beyond surface-level reporting to achieve deeper insight, smarter decisions, and faster growth — powered by AI and grounded in Amazon’s unique data ecosystem.
CEO /Founder
Matthew Dwyer
Matthew Dwyer is the founder and CEO of The Impact Lab. He is a transformation executive and ad tech strategist with over 25 years of experience at the intersection of media, data, and technology. At The Impact Lab, Matthew’s mission is to help marketers unlock the full business impact of Amazon’s advertising ecosystem. Combining AI-driven analytics, first-party data activation, and deep Amazon expertise, The Impact Lab helps customers convert media investment into sustained growth.
Before founding The Impact Lab, Matthew spent nearly a decade at Amazon, where he built and led the Global Ad Tech Solutions (ATS) organization within Amazon Advertising. Under his leadership, ATS grew from concept to a global consulting practice spanning the U.S., Europe, Canada, LATAM, and Japan—helping enterprise advertisers solve measurement, attribution, and first-party data activation challenges through Amazon’s ad tech and AWS platforms.
Prior to Amazon Advertising, Matthew was an executive with AWS Professional Services, overseeing large-scale digital transformation initiatives for Fortune 100 companies. His earlier career included leadership roles at FusionStorm, MTI Technology, and Accenture, where he delivered complex data, cloud, and infrastructure programs across industries.
Board Advisor
Grant Keller
Grant Keller has joined The Impact Lab as a Board Advisor. Grant is a seasoned growth strategist and technology leader with more than 30 years’ experience scaling marketing, technology, and data-driven businesses. As part of the founding team of Acceleration (now part of WPP Media), he helped build one of the earliest consulting and technology partnerships around Google’s marketing stack, a business that grew from startup to global scale before becoming part of WPP.
Across his career, Grant has guided organizations through digital transformation, integrating emerging technologies, optimizing marketing operations, and turning complex data ecosystems into competitive advantage.
At The Impact Lab, his experience comes full circle. Just as Acceleration helped brands navigate the early era of Google’s data and technology platforms, The Impact Lab is now helping marketers unlock the business impact behind Amazon’s ecosystem, translating media investment into measurable outcomes.
Grant’s ability to bridge strategic vision and operational execution has already helped sharpen our focus, strengthen our go-to-market, and clarify how we create value for clients.
