Analysis Types: Insights
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      3. Analysis Types: Insights

      Digital/Omni: How Do I Use The Customer Lifetime Behavior Reports?

       

      The Customer Lifetime Behavior tool consists of nine reports. It aims to optimize your businesses’ customer strategies by analyzing customer segments' behavior over their lifetime.

      How to Navigate to the Customer Lifetime Behavior Reports

      • Select Insights from the left-hand navigation panel. 
      • Click Customer Insights.
      • Select Lifetime Behavior. 

       

      How to Use Customer Lifetime Behavior Reports

       

      The homepage of Customer Lifetime Behavior shows nine reports. Each report tile includes a key takeaway or metric that highlights a driver or outlier in customer behavior or performance across customer cohorts, segments, and types compared to the average customer. 

        • Segment Comparison: Compare key customer segments against top KPIs to help determine which segments are most valuable to driving objectives measured by different metrics.
        • Acquisition Quality: Compare the relative quality of weekly, monthly, or quarterly new customer cohorts. Analyze their initial impact by understanding first transaction values and their long-term contributions by viewing their % of value retained over time.
        • Migration Timing: Compare the quality of migration strategies by acquisition cohort. Identify how many acquired customers purchase again within 4, 8, 13, and 52 weeks.
        • First Purchase Impact: Compare the quality of acquiring categories, brands, and selling locations. Analyze their immediate benefits by understanding first transaction values and their long-term contribution by understanding their % of value retained over time.
        • RFM: Segment customers by recency, frequency, and monetary value bins to identify opportunistic and at-risk customer populations.
      • Product Profit Decile: The customer cohort is most likely to provide the highest lifetime profit/customer compared to the average.
      • Sales Decile: The customer cohort is most likely to provide the highest lifetime revenue/customer compared to the average.
      • Discount Decile: The customer cohort is most likely to provide the highest Lifetime Discount Rate compared to the average.
      • Returns Decile: The customer cohort is most likely to provide the highest lifetime return rate compared to the average.

      The timeframe for this analysis type will automatically change to be lifetime through to the current day. All data and metrics included will be calculated based on their lifetime.

      How to Use the Customer Lifetime Behavior Reports

       

      The Graph 

      To get further details and analysis on these reports, 

      • Click on the title, e.g., Segment Comparison.

       

      You will then be taken to a graph and table page. 

      The X-axis will segment specific customer segments. 

      The Y axis will combine two metrics; these can be changed. 

      • Click the two dropdowns at the top of the graph to change the metrics. 

       

      The Table

      The table at the bottom includes more data and metrics for each customer segment and allows you to change which segments are included in the graph's visualization. 

      • Tick the checkbox of the segments you wish to include in the graph. 

      The table is customizable to add filters, change, add or remove the metrics, and sort. 

       

      Amend Metrics

      • Click Edit Grid on the right-hand side of your Customer Lifetime Behavior table.



      • Click Add Metric.



      • Click on any additional metric or field of choice, e.g., Available SKUs.



      • Click Add once you have selected all additional metrics.

      The metrics that you can see may differ from those pictured. EDITED will work with your teams to use alias metrics to match your business naming conventions.



      • Click Apply once you have made changes and want to return to the Customer Lifetime Report. 

       

      To delete a metric; 

      • Click the X icon next to the metric itself. 

       

      Adding Filters

      • Click Edit Grid on the right-hand side of the table section of the Lifetime Behavior report.
      • Scroll to the filter section, and click Add filter.



      • Click the first dropdown to select a metric, e.g., Customer Segment.
      • Click the second dropdown to select a rule, e.g., Is Click the third text box to add the specific filter criteria you want to apply, e.g., Churned.
      • Click Add Filter to save.

      You can add OR filter combinations through the red minus and green plus icons next to the filter. 

      You can add AND filter combinations through the Add Filter button.

       

      Sorting the Table 

      The sort functionality allows you to sort columns Ascending or Descending. 

      • To sort on a column, click the dropdown menu in an individual column
      • Select either Sort Ascending or Sort Descending.