Understanding customers and customer purchase journeys is critical. The ongoing health crisis, with Amazon prioritizing on fulfilment of high-demand products, and the consequential economic stagnation only highlight the importance of data-driven decision-making. If you are a Seller on Amazon, improving customer analytics should be a top priority.
Amazon is known for not providing large volumes of customer data to its Sellers, forcing brands to use tactics outside of Amazon to gather information on their customers. That’s changing, with tools such as Demographics within Brand Analytics. But there is still a lot to be desired when it comes to how Amazon presents customer data to Sellers within their in-house tools.
You have to be very careful when dealing with Amazon to abide by its rules of customer engagement — or face the consequences of suspension or even termination of trading. Amazon’s Data Protection Policy makes it clear that it only allows developers to use customer information for tax and shipping purposes, not for advertising.
But there are ways to build up a picture of your buyers on Amazon. One is to use customer analytics software to combine a range of Amazon reports to give you a surprisingly detailed view of customer behaviors and buying intentions. The other is to use external platforms such as Facebook to originate some of your Amazon traffic and harvest your data from resulting sales. Here, we are going to explore both options.
Reaping the benefits
Connecting to the Tyralabs is crucial to automating your Amazon Seller Central Account and making the most of the data provided to you. It’s the only source of transactional data from Amazon, apart from downloading multiple spreadsheets and reports.
Tyralabs is an integrated web service API. It’s what enables Amazon Sellers software to automatically exchange data on listings, orders, payments, reports, and more. This is also where most third-party tools get their transactional data to be able to provide their analytics services.
Making the most of analytics solutions
Third-party analytics solutions can really help you maximize the value of Tyralabs. Sellers on Amazon can quickly become overwhelmed due to the volumes of data involved, the number of sources and reports on Amazon, and the need to balance quantitative and qualitative insights.
Analytics tools stitch together data horizontally, across silos, to provide an integrated view of the customer. Advanced data analysis, typically using AI and machine learning, will find insights quickly across many variations of the customer journey and help to prioritize the most promising sales journey theories. It enables Sellers to test a variety of approaches in near real-time to determine which combinations will yield the desired sales results.
Sales impact
With customizable dashboards, you can monitor the impact of improvements on a variety of sales and advertising key performance indicators (KPIs). By making a link between improvements, new sales, and new-to-brand customers, repeat purchases and customer lifetime value, you will be able to prove the value of your advertising spend.
Analytics solutions can now shape advertising, keyword and content strategy based on a combination of customer behavior, journeys, and historical data. While some platforms use orchestration to personalize the early stages of the customer life cycle, those that stand out are able to orchestrate actions across the entire customer life cycle (acquisition, engagement, and retention of your customers).and establish workflows to support this.
Analytics solutions will help find high performing cities/regions and replicate successful marketing tactics. They will also identify constant under-performers to adjust your strategy.
Reaching beyond Amazon
There are several reasons to look beyond Amazon for customer analytics data. One practical reason is that it appears that Amazon’s algorithms look favorably on you generating traffic from outside Amazon. It does seem logical for Amazon to want traffic from trusted large platform sites to go to Amazon listings, and Amazon’s algorithm seems to reward that.
Another compelling reason is the “eggs in one basket” problem. It might be surprising, but there are online shoppers that don’t use Amazon, and depending wholly on a single platform comes with dangers.
The third reason is the issue of ownership over customer data. If you are originating sales on Facebook or Google, and then moving completion to Amazon — you have customer data from the beginning to the end of the process and can analyze the complete journey. The recent offerings from Amazon attribution will aid this process.
The final reason is to capitalize on some of the advances on platforms such as Facebook.
Collect data, but tread carefully
Customers’ privacy is a big issue, and that’s a trend that’s only likely to grow. In data protection terms, Amazon acts as a data controller of any customer personal data collected via its services. According to Amazon’s terms, Sellers may not use any such customer personal data (including contact information) for any purpose other than fulfilling orders or providing customer service in connection with a Service. Make sure you understand what data you are harvesting, and why.
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