Do you need SQL knowledge for Amazon Marketing Cloud?
In short: For your own queries yes: AMC analyses data with AMC-SQL, a query language that supports most basic SQL operations. To get started, Amazon mentions no-code templates and AI assistance in the AMC interface. Anyone who needs their own metrics and filters cannot avoid SQL.
Three routes to an analysis
- No-code templates in the interface, according to Amazon for common measurement and analysis use cases.
- SQL queries written by Amazon (instructional queries) in the use case library of the AMC interface.
- Your own queries in AMC-SQL, for example with AI assistance, see the guide on AMC SQL with AI.
We only see the templates and instructional queries through Amazon's descriptions; according to Amazon their content is only available in the interface. Check your own analyses against the aggregation thresholds before relying on them.