What are AMC Paid Features and How Do You Use Them?
Amazon Marketing Cloud offers free data analytics tools for analyzing advertising performance. However, the platform provides enhanced capabilities through its paid features, which are accessible via monthly subscriptions. These features enable users to obtain more detailed insights into their audience and refine their advertising strategy for better results.
In this blog post, we will delve into how paid features work, their costs, and more details about their functionality.
What are AMC Paid Features?
Paid features give you access to additional datasets within AMC, offering more detailed information about your audience. This allows for more advanced analyses and the creation of highly targeted campaigns. Importantly, it’s the only way to directly compare the behavior of customers exposed to ads and those who are not, providing valuable insights into the effectiveness of your advertising efforts.
As of now, Amazon offers three different types of paid subscriptions for different datasets:
- Amazon Insights
- Experian Vehicle Purchase Insights
- Foursquare Store Visit Insights
Let’s discuss each of the features in detail:
Amazon Insights:
Amazon Insights is a collection of the two most powerful datasets: Amazon Flexible Shopping Insights and Amazon Audience Segment Insights. These datasets enable users to monitor organic shopper activities on Amazon, allowing them to combine advertising and organic data to gain a comprehensive understanding of the target audience and customers.
1. Amazon Flexible Shopping Insights:
Amazon Flexible Shopping Insights provides valuable data beyond ad campaigns. In the free version of Amazon Marketing Cloud, advertisers can track ad-attributed events such as conversions, ad clicks, and page views. However, understanding non-ad-attributed events is equally important for a comprehensive understanding of customer behavior.
The datasets available as part of Flexible Shopping Insights go beyond ad-exposed audience data, providing details on organic sales, adds to cart, detail page views, and more. These non-ad-attributed events offer a more complete picture of shopper behavior, enabling advertisers to analyze not only how customers respond to ads but also how they engage organically.
With the help of Amazon Flexible Shopping Insights, users can find answers to the following questions:
- Are there any repeat purchases from users who previously purchased from your ads?
- Compare the CLTV (customer lifetime value) of users who were exposed to ads and those who were not.
- How many customers bought multiple ASINs based on their exposure or non-exposure to ads?
- What is the relation between Impressions and Organic conversions?
- What is the repeat purchase rate of users who had purchased organically?
- What is the NTB rate based on ad exposure? Compare your NTB purchases that occur organically and through ads to understand if your ad campaigns bring in enough new-to-brand customers.
And many more.
These insights will make decision-making more effective and data-driven, helping strategize marketing campaigns.
2. Amazon Audience Segment Insights:
If you’re a frequent user of AMC and Amazon DSP, you must be aware that Amazon provides a wealth of data regarding user origins, including demographics, lifestyle, interests, and life events. However, this data and its insights are currently limited to Amazon DSP ads.
What if you could access this data for traffic coming organically and from Sponsored Ads?
Enter the Amazon Audience Segment Insights dataset. This dataset enables users to gain deeper insights into customer data by combining audiences exposed to advertising campaigns with those who aren’t.
How is this useful?
Let’s say you’ve discovered that the in-market gardening audience contributes the most to your new-to-brand sales for the overall brand. However, you are not targeting them in your consideration campaign.
You can create a custom DSP audience for the in-market gardening audience who have interacted with your brand in the past but did not make a purchase.
This will eventually help increase the consideration of your product among those who are more likely to convert. Similarly, you can identify different audience segments based on different shopping behaviors and interactions with your brand and utilize DSP campaigns to reach out to them.
Experian Vehicle Purchase Insights:
This feature is created specifically for the automotive industry brands. It uses Experian’s data to link advertising efforts with real vehicle purchases, even if the cars aren’t sold directly on Amazon.
It enables users to measure the impact of campaigns on driving car purchases, helping recognize successful strategies and improve future campaigns.
Users can analyze vehicle purchases by:
- Purchase date
- Vehicle type
- Vehicle make (brand)
- Vehicle Model
- Vehicle class
- Vehicle condition
With Experian Vehicle Purchase Insights, users can get answers to questions like:
- What is the total sales of vehicles attributed to your ads?
- Which path to purchase of advertisement is most effective for vehicle purchase?
- Which audience segment is the best performer for your vehicles?
And many more.
Foursquare Store Visit Insights:
Now, from the above two, you got to know that you can measure Organic conversion and vehicle purchases.
But what about In-store purchases?
Amazon Marketing Cloud with the help of Foursquare Store Visit Insights has solved this problem.
With Foursquare Store Visit Insights, users can combine digital ads with In-store traffic and understand how ads are helping in offline purchases.
Users can analyze offline traffic with the help of:
- Chain name
- Chain zip
- Visit date
- Signal source
- Media type
- etc.
Foursquare Store Visit Insights will help in finding insights such as:
- Which audience segments engage with your brands offline most and what’s their purchase rate.
- How do ads affect offline purchases.
- Find customer journeys from purchases happening on and off Amazon. This will help design a perfect omnichannel strategy for brands.
What is the cost of AMC paid features?
The pricing of paid features is tailored to individual accounts, determined by the specific characteristics of each AMC instance.
You can find out the cost of paid features by logging into your AMC account, navigating to paid features, and selecting “Subscribe Now.” On that screen, Amazon should give you a quote for the cost of the subscription.
Amazon also offers a free trial for 30 days for each of its paid features.
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Conclusion:
In conclusion, Amazon Marketing Cloud’s paid features offer invaluable insights into customer behavior at various stages of the marketing funnel. By leveraging datasets such as Amazon Audience Segment Insights, Experian Vehicle Purchase Insights, and Foursquare Store Visit Insights, users can gain a comprehensive understanding of audience engagement both online and offline. These insights enable the optimization of marketing strategies, tailoring campaigns to specific audience segments, and driving more effective omnichannel engagement.
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