Digital/Omni: How Do I Use Customer Opportunities?

Customer Opportunities is one of the six types of Decision Trees and is available in Web, Store, and Omni instances.

There are four customer segment types; 

• Recency:  The buying segment into which a customer falls based on the time between their last order and the analysis date. (New Customers, 0-3 Months, 3-6 Months, etc.) (Web, Store, and Omni)
• Frequency: The buying segment into which a customer falls based on their purchase frequency (New Customers, One-Time Buyers, 2-5 Time Buyers, etc.) (Web, Store, and Omni)
• Monetary: Identify high, low, and negative lifetime profit customer segments (High & Moderate, Low, and Negative Lifetime Order Profit). (Web, Store, and Omni)
• Returns: Identify customer segments by return history (e.g., No Orders, No Returns in the Last six Months, and Returners). (Web, Store, and Omni)

• Purchase Channel: The customers that purchase via the web or via store and the recency of their orders.
  
  

Click the Tree icon at the top right to select the Opportunity type.

You can also use the title dropdown arrow to select any of the four Customer Segments;

How to Use the Customer Opportunities Chart

Once you click on the tree icon, you are presented with an overview page formatted as a flow chart. 

The box at the top of the flow chart summarizes the overall number or value of Customers. Use Settings to change the metric as needed.

• Click the + icon at the bottom right of the box to explore any sub-section and navigate to specific opportunities.
  
  

Clicking Lapsing would take you to a list of further sub-sections, eg. customers with One Lifetime Order.

How to Use the Customer Opportunities Summary Page

Click on any sub-section to analyze an overview of the data behind it. In this example, the orders were Lapsed Customers with One Lifetime Order. 

You will be taken to a summary page divided into the following three sections.

Topline Statistics:

• The percentage of Customers who were Lapsed with One Lifetime Order compared to the total customers. You can then Preview, Download, and Schedule API Exports of this data.
• Value of metrics, e.g. Lifetime Profit associated with the customers that are Lapsing with One Lifetime Order. 
  
  

Action Candidates: an EDITED recommendation for what action should be taken on these customers. 

Key Performance Indicators: These are the default key metrics associated with these customers that are Lapsed with One Lifetime Order, which gives further context on their lifetime profit or revenue.