NEW! There is now a video guide available for the Segment Explorer at the end of this article!
The Segment Explorer is one of the most powerful tools in Ometria. It allows you to segment and query any segment or group of customers by a variety of metrics - source, time to first or second order, CLV, repeat rate, AOV and more.
You can access the Segment Explorer dashboard through the top navigation.
The top-line metrics are in the Fig 1 below.
1. These metrics cannot be filtered by date - they refer to the LIFETIME of the segment being queried (in this case, the default 'all contacts'. So the revenue refers to the total revenue spent by this segment over all time.
2. Please note the difference between contacts and customers in the metrics. A contact is anyone with a contact record on our database. A customer is a contact who has shopped at least once. So in the image below, where revenue per contact is only £49, when you look at customers only, it shows £435.
Fig 1: Top metrics in the Segment Explorer dashboard
Below, these top level metrics, the Customer Cohorts panel gives you a number of other metrics relating to this segment:
Fig 2: Sort customer cohorts based on the many options in the drop down
In the example above, the default dimension is First visit medium - which means the channels where we first tracked a visit from the customers in this segment. They may not have shopped in this visit, but the point of highlighting this first visit (or introductory visit) is that some value should be given to a channel for introducing a new customer, even though they may have shopped some days, weeks or months later (and probably from a different source medium).
Important: There will always be a large group for whom there is no first visit medium listed. These will be customers who shopped BEFORE Ometria started working with you, so in this case we have no record of their first visit. However, there will be other dimensions we can report on for this group.
Against each dimension, you can see repeat rate, AOV, CLV etc, as well as the average time it took them to make their first purchase after that first visit was recorded (First Order Delay), as well as the average time it took for this group to make their second order. There are a number of other metrics you can choose, in the drop down top right of this panel. The other drop down top right allows you to choose a different dimension, or a combination of dimensions:
Fig 3: Choose which metrics to display for your customer cohorts
As explained above, the default filter for this screen is All Contacts, To view these metrics for a segment of customers, you need to use the customer filter to create and save a new segment.
There are three filter dimensions you can use, either individually or in combination:
- Customer Attributes
- Purchase Activity
- Web Activity
Fig 4: Filter customers from the plethora of segmentation option
Once you selected the filter you want, click on 'Apply Filter' to update the data of the Segment Explorer. As you do so, you will see a summary of the contacts in the segment you have chosen in the top right of the filter pop-up. This helps confirm that the filter you have chosen will actually achieve the desired result.
You can also save this filter into a new customer segment by clicking on 'Save As New Segment'. The segment type can either by 'Static' or 'Dynamic'. Static segments never updates automatically but Dynamic Segments will every 24 hours, though once saved, you are able to refresh them in realtime from the saved segments screen. (See below).
As an example, here are three typical segments you could build:
1. Customers who last ordered three months ago, and who had a CLV of over £500.
Fig 5: Segmentation example 1
2. Repeat customers who bought a dress as their first order.
Fig 6: Segmentation example 2
3. Active customers who belong to your VIP segment, who have visited the site in the last 4 weeks.
Last, once you have saved your segment, you can refresh in realtime (if you don’t want to wait for the automated 24 hour update), and also sync with Facebook or Google, on the Saved Segments screen.
Fig 7: Segmentation example 3
Customer Cohorts Table
Note: 'Valid orders' is all orders made online (valid tracked) or in offline stores (valid but not tracked)
For any confusion in metrics see tool tips in app or refer here.
Number of Contacts: Number of people who have recorded email addresses in your account. These could be people who have at any stage entered their email address on your website to sign up to marketing, or to checkout or to make an account or have been uploaded in your account via CSV upload, etc.
Number of Customers: Number of people who have placed at least one order your website
Number of Repeat Customers: Number of customers who have made more than one order from your store.
Number of One-time Customers: Number of customers who have only ever made one order from your store.
Total orders: Total number of orders made by the customer cohort grouped. This includes all valid orders made online (valid tracked) or in offline stores (valid but not tracked).
Total Orders Attempted: Total number of orders placed by the members of the cohort, including invalid orders (pending, incomplete, cancelled, refunded, etc.).
Total CLV: Total Client Lifetime value or the total revenue made from orders by members of this cohort.
Average CLV: The amount of revenue made from orders per member of this customer cohort.
Average Orders: The number of valid orders made per member of the cohort.
Average Order value: The value of orders made by this cohort per member of the cohort
Contact Conversion Rate: See tool tip in app.
Customer Repeat Rate: See tool tip in app.
Average Recency (Days): See tool tip in app.
Average First Order Delays: The average of "timestamp acquired" minus "timestamp of first order" expressed in days.
Average Second Order delays: This is basically the average of "timestamp of second order" minus "timestamp of first order" expressed in days. It does not include one-time customers, only repeat customer, as the average would be biased by including the former.
Top 10 Products
This dashboard displays the Top 10 products bought by the customers in your filtered segment.
Remember that these would include products from all the valid orders the customers (in the filter) have ever placed.
E.g. if you filter customers who have placed a second order before today, the top 10 products will be derived from all valid orders by people in that segment, and not necessarily products in their second orders
If you need help with the Customer Filter, please submit a support ticket.