Amazon has unveiled a new Customer Journey Analytics tool within its Brand Analytics suite, offering brands a comprehensive visual approach to track customer interactions across the entire purchasing journey.
The new analytics tool provides detailed insights into how customers engage with brands through multiple stages:
- Awareness
- Consideration
- Intent
- Purchase
Brand-Level Analytics Features
The tool aggregates data across all ASINs at the brand level, delivering crucial metrics including:
- Branded search performance
- Store traffic analytics
- Funnel drop-off points
This visual representation enables brands to quickly identify bottlenecks and optimization opportunities within their customer journey.
Current Limitations and Future Potential
While the tool currently operates at the brand level, there is potential for more granular insights. The existing Brand Metrics in the advertising dashboard offers some detailed data, but expanding the visual analytics tool to include category and ASIN-level data could enable more targeted optimization strategies.
Such granular visibility would allow brands to identify specific product category performance and individual ASIN drop-off points, leading to more precise strategic adjustments.
