By Luís Daniel Rijo in Retail News — Jun 7, 2024

Amazon Marketing Cloud (AMC) unveils code-free high-value audience builder

The "High-Value Audiences" solution (currently in beta) allows users to create targeted audience lists without the need for coding expertise.

Amazon High-Value Audiences

Amazon Marketing Cloud (AMC) last month introduced a new solution designed to help advertisers identify and target their most valuable customer segments. The "High-Value Audiences" solution (currently in beta) allows users to create targeted audience lists without the need for coding expertise.

The High-Value Audiences solution is a user-friendly tool within AMC that empowers advertisers to:

Identify High-Value Customer Segments: Analyze customer data based on past spending behavior to identify groups with the highest purchasing power.

Refine Segmentation: Define specific parameters such as timeframe, product selection (ASINS), and new-to-brand status to tailor the analysis to specific marketing goals.

Visualize Results: Insights from the analysis are presented in interactive graphs and tables, allowing users to easily understand customer behavior patterns.

Take Action: Based on the analysis, users can select high-value customer segments and create targeted audience lists directly within the AMC interface. These audience lists can be used for various purposes, including building lookalike audiences or creating rule-based audiences for ad targeting on Amazon DSP.

Automate Audience Activation: Audiences created through the High-Value Audiences solution are automatically synced with advertisers' Amazon DSP accounts, streamlining the campaign setup process.

Benefits of the high-value audiences solution

According to Amazon, the High-Value Audiences solution offers several benefits for advertisers:

No-Code Experience: The solution features a user-friendly interface with point-and-click functionality and automated data visualization. This eliminates the need for advertisers to have SQL knowledge or advanced analytical skills.

Streamlined Workflow: The solution integrates clean room analytics, data visualization, and audience creation into a single workflow. This simplifies the process of identifying valuable customer segments and taking action based on the insights.

Faster Execution: The solution prioritizes common and effective audience segmentation use cases, allowing advertisers to quickly implement best practices.

Controlled Flexibility: While the solution offers pre-defined use cases, advertisers can still customize parameters within each case to maintain control over their audience segmentation strategy.

The introduction of the High-Value Audiences solution reflects a growing trend towards user-friendly marketing tools that empower business users without a technical background. By enabling code-free audience creation based on valuable customer insights, Amazon Marketing Cloud is potentially helping advertisers improve campaign targeting efficiency and maximize return on ad spend.

The High-Value Audiences solution is currently available in beta for advertisers in the following regions:

North America: United States, Canada, Mexico
South America: Brazil
Europe: Germany, Spain, France, Italy, Netherlands, United Kingdom, Switzerland, Turkey
Middle East: Saudi Arabia, United Arab Emirates
Asia Pacific: Australia, India, Japan

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Benefits of the high-value audiences solution

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