Competition in digital commerce demands strategies based on accurate data. Amazon has enhanced its Amazon Marketing Cloud (AMC) platform, allowing brands and sellers to access five years of historical data instead of the previous 13 months. This update represents a key opportunity to optimize advertising campaigns and improve audience segmentation.
Historical data for better planning
With this new data access, businesses can analyze consumer behavior over time in greater depth. This facilitates strategy planning based on purchasing patterns and interactions with ads. Now, it is possible to identify seasonal trends, evaluate the effectiveness of past campaigns, and predict the impact of future marketing actions.
New metrics for advertisers
AMC enables advertisers to measure customer lifetime value (CLV) with greater accuracy. With five years of data, companies can better understand which customers generate the most profitability and design personalized campaigns to retain them. Additionally, consumer segments with conversion potential can be identified, improving the focus of retargeting strategies.
Benefits for brands and sellers
Both major brands and small sellers can benefit from this update. Those selling products with long purchase cycles, such as electronics or furniture, can better understand their customers’ buying journey and adjust their inventory and marketing strategies accordingly. Moreover, the ability to combine first-party data with Amazon’s data facilitates the creation of custom audiences, allowing for more precise segmentation.
This update represents a key opportunity to optimize advertising campaigns and improve audience segmentation.
Security and privacy in data analysis
AMC includes a cloud-based clean room, ensuring data privacy with high-security standards. Brands can upload their data and combine it with Amazon’s without compromising consumer information protection. This approach provides valuable insights without relying on third-party cookies, enhancing the effectiveness of advertising campaigns.
Future outlook
In its beta phase, the expanded data access is already being used by companies and agencies like Omnicom Media Group and Flywheel, which have reported improvements in the accuracy of their conversion strategies. As more brands join this initiative, further advancements in campaign personalization and optimization of advertising ROI are expected.
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