The Customer Loyalty Analytics Dashboard is a powerful tool accessible through the “Amazon Brand Analytics” tab in Seller Central. To find it, hover over the “Brands” menu in the upper left, then select “Brand Analytics.” By default, the dashboard opens to Customer Loyalty Analytics, providing valuable insights into your customer base. For easy access, you can also bookmark this tool in your navigation bar.
This dashboard is designed to help you maximize customer lifetime value by segmenting your audience based on their loyalty, analyzing purchasing trends, and enabling targeted engagement strategies. It equips brand owners with actionable insights to enhance their customer relationships, improve retention, and drive repeat purchases.
Key Features of the Customer Loyalty Analytics Dashboard
1. Comprehensive Customer Insights:
The dashboard provides a historical view of your brand’s performance by analyzing customer behavior and purchasing patterns. These insights help you identify trends and make data-driven decisions to improve customer loyalty.
2. Targeted Recommendations:
With built-in recommendations, the dashboard enables you to create and implement strategies like Brand Tailored Promotions, offering personalized promo codes to highly targeted audiences. This allows you to deliver customized offers to Amazon customers who are most likely to respond.
How to Use the Customer Loyalty Analytics Dashboard
- Recognize and Reconnect: Identify your most valuable customers who are likely to respond to promotions. Use targeted ads to re-engage them, encouraging repeat purchases and enhancing loyalty at both the brand and ASIN levels.
- Tailor Strategies for Specific Segments: Craft personalized strategies based on customer categories. Customize messaging, incentives, and frequency of engagement to align with each segment’s loyalty level.
- Optimize Timing and Product Selection: Maximize outreach effectiveness by interacting with customers at the ideal point in their purchasing journey with the right product and message.
- Enhance Marketing ROI: By understanding the value of each customer segment, you can balance the cost of engagement with the potential returns, thereby improving the efficiency of your marketing spend.
- Reduce New Customer Acquisition Costs: Engage potential customers who have shown interest in your brand to boost consideration and drive conversions.
Dashboard Views and Insights
The dashboard offers two primary views: Brand View and Segment View.
I) Brand View:
This view categorizes your customers into four loyalty groups:
- Top Tier: High spenders with recent, frequent purchases.
- Promising: Moderate spenders with occasional, recent purchases.
- At-Risk: Customers with varied spending who haven’t purchased recently.
- Hibernating: Customers with infrequent, low-spending habits and long periods without purchases.
- Additionally, it provides metrics on:
- New Customers: Completely new customers.
- Prospective Customers: Those interested in your brand but have yet to make a purchase.
- Repeat Customers: Customers who have made multiple purchases within a given period.
- Recommendations and Actions: Get actionable insights to engage specific segments, such as cart abandoners or lapsed customers, using Brand Tailored Promotions directly from the dashboard.
II) Segment View
This view allows for a detailed analysis of each customer segment, offering insights into estimated Customer Lifetime Value (CLV) for each category. You can identify segments likely to increase, maintain, or decrease their spending. Monthly updates provide a forward-looking perspective on customer behavior.
Trend Analysis and Metrics:
– View 12-month historical trends for sales, orders, and repeat purchases.
– Segment-specific metrics and engagement recommendations are provided to guide your promotional strategies.
Eligibility for Customer Loyalty Analytics Dashboard
The dashboard is available to all 3P registered brands in the NA, EU, and JP regions. However, access is exclusive to brand owners. If you encounter issues, verify your Brand Registry status or consult the Brand Benefit Eligibility page. You can also request access through your Brand Registry primary account administrator.
FAQs
Q1: Who can access Customer Loyalty Analytics?
Only registered brand owners have access. If you believe you qualify but cannot access the dashboard, contact Selling Partner Support.
Q2: How are audiences segmented?
Customers are segmented using an RFM (Recency, Frequency, Monetary) scoring system, which ranks them based on spending, visit frequency, and recent purchases.
Q3: How is predictive lifetime value calculated?
Amazon uses a machine learning model that factors in historical data, RFM scores, purchase behavior, Prime status, and more to predict future spending and the likelihood of repeat purchases.
Q4: How can I get started?
Navigate to Brand Analytics in Seller Central. Data is typically updated within 72 hours after the end of a specific period.
Conclusion:
Unlock the full potential of the Customer Loyalty Analytics Dashboard to elevate your Amazon business. If you need help leveraging these insights, SIPRANSH ECOMMGROWTH can provide expert guidance to optimize your strategy and enhance your customer engagement.
