On this page:
Customer insights provides you with metrics and tools to classify and analyse your contact base, highlighting common behaviours and evolutions.
Go to Customer > Customer insights
The customer snapshot provides a graphic overview of your customers (over all time) based on the following criteria:
*Customer value calculates the average order value (AOV) for all customers then splits them as follows:
- Low - below 75% of your customer AOV
- Medium - between 75% and 125% of your customers’ AOV
- High - between 125% and 250% of your customers’ AOV
- Very High - Over 250% of your customers’ AOV
Choose to view these metrics for either Total contacts or Total revenue:
For more insight into these statistics, you can select Show breakdown under any graph for further details:
These additional fields are:
Number of contacts
The number of contacts in this group.
Number of customers
The number of contacts in this group who have placed at least one valid order.
Number of repeat customers
The number of customers in this group who have placed more than one valid order.
Number of one time customers
The number of customers in this group who have placed only one valid order.
The total number of valid orders placed by customers in this group.
Total orders attempted
The total number of orders placed by customers in this group, including invalid orders.
Total customer lifetime value (CLV) i.e. total revenue from customers in this group.
Average customer lifetime value (CLV) i.e. average revenue from customers in this group.
The average number of valid orders per customer in this group.
Average order value
The average value of a valid order placed by customers in this group.
Contact conversion rate
The ratio of contacts in this group that became customers (i.e. placed a valid order).
Customer repeat rate
The ratio of repeat customers against all customers.
Average recency (days)
The average number of days since last order for customers in this group.
Average first order delay (days)
The average number of days between becoming a lead and placing the first valid order for customers in this group.
Average second order delay (days)
The average number of days between first and second valid order for customers in this group.
This panel provides actionable insight into potential opportunities by overlaying different customer dimensions.
Use the Dimensions drop-down options to compare any of the following:
The table displays the number of contacts and the percentage of each those contacts represented based on the two selected dimensions.
To get more out of the data Ometria generates in the dimension matrix of the Customer insights dashboard, you can select any data points from the table, then click the Actions dropdown and choose to either:
- Send broadcast campaign - create a broadcast campaign with the data points selected represented as separate different segments.
- Explore segment - group the selected data points into one segment and see more information in the segment explorer.
Sending a broadcast campaign:
Exploring a segment:
Note: Be aware that all of these segments and dimensions are also available in the customer filter to avoid creating additional segments.
Dimension matrix use cases
- Lifecycle status vs. email engagement: see which leads have medium or high engagement and try to convert them.
- Lifecycle status vs. email engagement: see which at risk and/or lapsed customers have medium or high engagement and try to save them or win them back by offering additional incentives.
- Frequency vs. customer value: highlight VVIPs by looking at customers in the high / very high and loyal / very loyal quadrants.
- Lifecycle status vs. customer value: see how many of your customers are at risk or lapsed that have a high or very high customer value, and create a strategy to win them back.
New vs. returning customers
This panel provides a quick overview of your new vs returning customers as well as lapsed customers.
Select as date range from the drop-down in the top right:
- New customers includes anyone that placed their first order within the selected date range.
Note: A new customer can place more than one order in the same month and still be considered ‘new’.
- Returning customers includes any customer that repeated within the selected date range, but was not new (all returning customers with a valid order).
- Lapsed includes any customers that lapsed within the selected date range.
It’s important to be aware that these criteria are mutually exclusive.
This panel provides insight into which events lead to specific customer actions.
Select a date range and a comparison range using the drop-downs in the top right of the panel:
There are five key metrics:
The number of customers who placed an order within the selected date range.
The number of new customers who placed their first valid order within the selected date range.
Customers placed second order
The number of customers who placed their second valid order within the selected date range.
Customers won back
The number of customers who placed a valid order after becoming ‘lapsed’.
The number of customers who placed a valid order after becoming ‘at risk’.
Select each metric to view the graph for those statistics:
The product table below displays product data for each selected metric, including units sold, unique customers and total revenue per product.
Use the drop-down on the left to select your stores and group the results by:
- Product attributes - all of your product attributes are included here
- Source Medium
- Source Name
- Source Campaign
- Source Domain
- Source Device Type
- Coupon Code
Note: The Store filter does not apply to the metrics / graph above the table.
Customer events use cases
- See which campaigns and/or what product attributes or categories help convert leads into customers.
- See which campaigns and/or what product attributes or categories drive second time buyers.
- You can also use the data here to decide which product selector to use in your email templates.