Ampd's 'Overview Dashboard' allows brands to input customer loyalty metrics, to gain insights and better understand the LTV of customers coming from Ampd. Amazon brands can now understand the LTV and profitability of their Google efforts.
Understanding the lifetime value (LTV) of your customers is an important metric to consider when evaluating your Cost per Acquisition. For many brands, the first purchase of a new-to-brand customer is often not profitable, but when that customer comes back and buys again, the follow-up purchases begin to make the customer more and more profitable over time.
For this reason, Ampd has created an 'Overview Dashboard' with key metrics, such as "Projected Annualized ACOS" and "Projected Annualized Revenue", which takes into account a brand's repeat purchase rate.
Amazon brands can enter specific brand metrics into the Ampd 'Overview Dashboard' and it will model out the impact of Google Ads other full-funnel marketing initiatives -- such as Brand Tailored Promotions and DSP. This modeling helps our brands better understand the full impact of incorporating Google Ads into their marketing mix and growth strategy.
Ampd Brands can go into the 'Overview Dashboard' and click on the 'edit' button in the bottom right -- from there, you can input specific metrics found directly from Amazon Seller Central.
To Find The Data in Your Amazon Account, Please Follow The Steps Below:
Average Annual Purchases Per Customer
Within your Amazon dashboard, select the dropdown on the left-hand side, then: Select Brands--> Brand Analytics
At a Brand Level:
1. Select Customer Loyalty Analytics
2. Select Yearly Reporting
3. Find Repeat Customer metrics in the bottom right
Here is how to calculate your brand-level Average Annual Purchases Per Customer:
(New & Potential Customers Orders + Repeat Customer Orders) / (Total Customers)
Promos
1. Seller Central -->Advertising --> Brand Tailored Promotions
2. Calculate the redemption rate by dividing Redemptions / Audience Size for each relevant promotion.
