NEW! There is now a video guide available for the Segment Explorer at the end of this article!

On this page:


Overview

The Segment Explorer allows you to segment, filter and query your contacts and groups of contacts using a variety of metrics and conditions including first order, customer lifetime value (CLV), repeat rate, etc. 

Click here for guidance on exporting segments to an Excel or CSV file.

Go to Customer > Segment explorer

There are two tabs in Segment explorer:

  • Overview
  • Contacts

Overview screen

In the Overview tab, 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 further filter your contacts (either in a specific segment, or all contacts):

Select Save as new segment to create a new segment using the conditions you've applied.


Note: Segment titles cannot be longer than 64 characters max.


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

The metrics which display on the Overview tab cannot be filtered by date, but refers to all of the data available for the segment you’ve selected, or any date restrictions you have applied in the customer filter (e.g. Contacts that placed an order between 1 March 2019 and 1 March 2020).

If you are using ‘All contacts’ (the default option) the metrics that display are for all time.



MetricDescription

Contacts

The number of contacts in your selected segment, or the number of contacts that meet the conditions you set in the customer filter.

Opt-in contacts

The number of contacts that have explicitly subscribed to receive marketing communication (opted-in).

Customers

The number of contacts that have placed at least one valid* order.

Customers one time rate

The percentage of one-time customers against the total number of customers.

Customers repeat rate

The percentage of repeat customers against the total number of customers.

Revenue

Your total 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.

AOV

Average order value.

The average revenue per valid order placed.

Orders

The total number of all valid orders placed.

Orders per contact

The average number of valid orders per contact.

Visits per contact

The average number of website visits per contact.

Find out more about the difference between contacts and customers in Ometria

Customer cohorts

The Customer cohorts table sits below the overview metrics:

This table lets you group the contacts in your chosen segment, and then sort customer cohorts based on the columns in the drop-down menu.

You can use this table for exploratory reporting and getting a quick overview of potential marketing opportunities, e.g. you can group your contacts by lifecycle stage and the month they were acquired, then see how many customers are at risk and when they became customers.

Group your contacts in any combination of the following:


Group byDescription

Lifecycle stage

The contact’s lifecycle status.

Country

The contact’s home country.

Month of first order

The month in which the customer’s first order was placed.

Month of first visit

The month in which the contact’s first visit to your site was identified.

Month subscribed

The month in which the contact subscribed. 

Month acquired

The month in which the contact was acquired.

This date is the first time any record of the contact’s profile existed in any data point, i.e. the first time the contact’s email address entered your database.

This includes the earliest listing or order from your historic data. 

First visit medium

The medium the contact’s first identified visit was attributed to, e.g. social, cpc (cost per click), search, referral, etc. 

First visit name

The name of the first identified visit, e.g. ometria, google, yahoo etc.

First visit campaign

The campaign (if any) the contact’s first identified visit was attributed to. 

First visit domain

The domain url the contact’s first visit was attributed to, e.g. google.com, facebook.com, your website, etc.

Subscriber status

The contact’s subscription status.

Gender

The contact’s gender.

Store

The contacts’ ‘home store’, i.e. the first store the contact visited, added a listing to or ordered from.

Order count

The total number of valid orders placed. 

Country of last order

The country of the contact’s last order.

Customer frequency band

The customer frequency band.

Customer value band

The customer order value band. This is based on overall average order value (AOV) of all customers compared to the customer’s own AOV:

  • Low - more than 75% of the average AOV
  • Medium - 75% - 125% of the average AOV
  • High - 125% - 250% of the average AOV
  • Very High - more than 250% of the average AOV

Customer email engagement band

The email engagement band these contacts belong to.

You can select any combination of the following columns:


ColumnDescription

Number of contacts

The number of contacts in the group selected.

Number of customers

The number of contacts in this group that have placed at least one valid order.

Number of repeat customers

The number of contacts in this group that have placed more than one  valid order.

Number of one-time customers

The number of contacts in this group that have placed exactly one valid order.

Total orders

The total number of valid orders placed by contacts in this group.

Total orders attempted

The total number of orders placed by contacts in this group - including invalid orders.

Total CLV

The total customer lifetime value (i.e. total revenue) of contacts in this group. 

Average CLV

The average customer lifetime value (i.e. total revenue) of contacts in this group.

Average orders

The average number of orders per contact in this group.

Average order value

The average value of orders per contact in this group.

Contact conversion rate

The percentage of contacts in this group that have placed orders (i.e have become customers).

Customer repeat rate

The percentage of customers in this group that have placed more than one order.

Average recency (days)

The average number of days since the last valid order placed by contacts in this group.

Average first order delay (days)

The average number of days between a contact becoming a lead to placing their first valid order.

Average second order delay (days)

The average number of days between a customer’s first and second valid orders.

You can export these cohorts to an Excel or CSV file by clicking the Export button. 

Be aware that there is a 1 million row limit for exports.


Note: If you can't see the Export button, you may not have the correct permissions to perform this task.


Top 10 products

The Top 10 products panel is at the bottom of the screen:

This dashboard displays the 10 most popular products purchased by customers in your filtered segment (or if no segment chosen, for all customers).

These are based on all valid orders

You can sort the top ten in order of:

  • Quantity sold, or;
  • Total revenue

And you can restrict your date range to:

  • 1 month
  • 2 months
  • 3 months


Contacts

The Contacts tab presents all of the contacts in your selected/filtered segment as a list:

You can also Export segments from this tab. See How to export segments

As in the Overview tab, you can select a segment using the Showing data for field, and/or you can filter your contacts using the Customer filter

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. 

Click on any contact in the list to view their Customer profile

You can search for a contact in this segment by entering their name or email address into the search bar on the left, and you have additional columns available in the drop-down list on the right:

Choose from any combination of the following column headings:


ColumnDescription

Customer ID

The ID number optionally assigned by you as the ‘customer_id’ field. 

Name

The contact’s full name.

Name prefix

The contact’s title, e.g. Mr, Ms, Dr etc.

First name

The contact’s first name, e.g. Jane

Last name

The contact’s last name, e.g. Smith

Email

The contact’s email address.

Phone number

The contact’s phone number.

Number of orders

The number of orders that contact has placed.

Number of visits

The number of tracked visits the contact has made to your site.

Date of first order

The date of the contact’s first order.

Date of last order

The date of the contact’s last order.

Date acquired

This date is the first time any record of the contact’s profile existed in any data point, i.e. the first time the contact’s email address entered your database.

This includes the earliest listing or order from your historic data.

Country

The country the contact lives in.

Average order value

The contact’s average order value (AOV).

Lifetime value

The total revenue from valid orders placed by this contact.

Lifecycle stage

The contact’s lifecycle stage.

Accepts SMS marketing

Whether or not the contact has opted-in to receiving SMS marketing.

Accepts marketing

Whether or not the contact has opted-in to receiving email marketing.

Date subscribed

The date the contact subscribed.

Date unsubscribed

The date the contact unsubscribed.

Date of birth

The contact’s date of birth.

Gender

The contact’s gender, as defined by you. 

Defaults:

  • M (men)
  • F (women)
  • O (other)

First store

The first of your stores the contact shopped in.

Last store

The most recent store the contact shopped in.

Last order - city

The city from which the contact made their last order.

Last order - state

The state from which the contact made their last order.

Last order - postcode

The postcode from which the contact made their last order.

Last order - country

The country from which the contact made their last order.

Store ID

Numeric ID for the contacts’ ‘home store’, i.e. the first store the contact visited, added a listing to, or ordered from.

Store Name

The name of the store above.


Video guide

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