In the Overview tab of the segment explorer, you can see the key metrics for all of your contacts, or you can select a saved segment from the Showing data for drop-down:
You can also use the customer filter to define a new segment.
The number of contacts in the segment you are viewing displays in the far right of the screen, as well as the percentage of total contacts this number represents.
Overview metrics
Two groups of KPIs sit at the top of the Segment explorer:
Customer KPIs describe the contacts in your segment. They are based on segment membership and lifetime customer behaviour, so they answer questions like "who is in this segment, and what does their long-term behaviour look like?" They include:
| Metric | Description |
| Contacts | The number of contacts in your selected segment, or the number of contacts that meet the conditions you set in the customer filter. |
| Opted-in contacts | The number of contacts that have explicitly subscribed (opted-in) to receive marketing communications for any channel. |
| Retention rate |
The percentage of customers who placed an order between 1-2 years ago and ordered again in the last year. 1-2 years is the default comparison period. If you'd like to change yours, please get in touch with your Customer Success Representative. |
| All contacts | The total number of contacts in your account. |
| Percentage of all contacts in segment | The ratio of contacts in this segment vs. the rest of your account. |
| Visits per contact | The average number of website visits per contact. |
| Average recency | The average number of days since the last valid order from contacts in the segment. |
| Average first order delay | The average number of days it took contacts in this segment to place a valid order after becoming a lead. |
| Average second order delay | The average number of days it took contacts in this segment to place a second valid order after their first. |
Order KPIs describe what those people bought and can be time-bound. They are based on order activity, so they answer questions like "how much revenue did this segment generate, and how often do they buy?" They include:
| Metric | Description |
| Customers |
The number of contacts that have placed at least one valid order. See also: Contacts and customers in Ometria |
| One time customers | The number of customers who have placed only one order. |
| Repeat customers | The number of contacts who have placed two or more orders. |
One time customer rate |
The percentage of one-time customers against the total number of customers. |
Customer repeat rate |
The percentage of repeat customers against the total number of customers. |
Revenue |
Your total gross revenue - if you haven’t selected a segment or used the customer filter to set conditions, this is for all time. Otherwise this number is your revenue within the restrictions set. |
Revenue per contact |
The average revenue per contact in this segment. |
Revenue per customer |
The average revenue per customer in this segment. |
| Contact conversion rate | The percentage of contacts who have placed an order. |
| Retention rate |
The percentage of customers who placed an order between 1-2 years ago and ordered again in the last year. 1-2 years is the default comparison period. If you'd like to change yours, please get in touch with your Customer Success Representative. |
Average order value |
The average revenue per valid order placed.
Note: AOV in Ometria is calculated with tax included.
|
Valid orders |
The total number of all valid orders placed. |
Orders per contact |
The average number of valid orders per contact. |
Attempted orders |
The total number of all orders placed, including invalid orders. |
| Contact conversion rate | The percentage of contacts who have placed an order. |
Both groups appear together at the top of the Segment explorer and share the same segment and filter choices.
The default view
When you open the Segment explorer, the latest all-time, all-data view of the Customer KPIs loads automatically. You do not need to click Run to see them. This view is cached for seven days. You always see whatever was most recently cached, so if you run a different dataset, that new view replaces the cached one and is shown the next time you come back. After seven days, the cached view expires, and a fresh all-time, all-data view loads automatically if no other view is available.
The Run button is greyed out in this view. It only becomes active once you choose a segment, apply a filter, set a date range, or set up a comparison.
Comparing data
Above the KPI tiles, you have three comparison options:
- None. Show one set of numbers for the chosen segment or filter, with no comparison.
- By segment. Compare two segments side by side. Pick a comparison segment from the dropdown, and the KPI tiles show both values, plus the difference between them.
- By date. Compare the same segment across two date ranges. Pick a primary date range and a comparison date range, and the Order KPIs show the values for each, plus the difference between them.
Switching the comparison option counts as a change, so the Run button becomes active. Select Run to load the comparison.
By segment comparisons apply to both groups. By date comparisons only apply to Order KPIs, since Customer KPIs always describe the segment as it stands today.
When you set a date range using the By date option, it filters the order activity for the segment to that period. This means:
- Order KPIs change to reflect activity in the date range you picked. For example, Revenue shows the revenue from orders placed in that period, and Valid orders shows the count of orders placed in that period.
- Customer KPIs do not change. They always describe the segment as it stands today. So Contacts still shows everyone who is in the segment now, regardless of the period selected, and lifetime values like Average recency are unaffected.
The date range does not apply to the Contacts tab, you will see all contacts who meet the segment or filter criteria, regardless of the date range.
When you compare by date, the Customer cohorts table reflects both date ranges so you can see how each cohort performs across each period.
Customise your metrics
Click Select metrics to choose which metrics display.
You can drag and drop your metrics in both Segment Performance and the Customer cohorts table, and arrange them in whichever order you prefer.
Once you save it, this view is personalised to you and will stay the same every time you visit:
Export multiple segments at once
You can Export data for multiple comparison segments simultaneously.
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