Overview
The lifecycle analysis highlights the customer journey and places customers into cohorts based on purchase consideration and engagement. The information derived from this analysis can be used to create segments for use in targeted campaigns and additional reporting.
There are two classes of lifecycles:
- The E-Commerce lifecycle: Segmentation based on purchase count history.
- The Engagement lifecycle: Segmentation based on web visitation history.
To access the lifecycle analysis, select Customers from the main navigation. You will then be able to toggle between the two classes of lifecycles as shown:
The E-Commerce lifecycle
The E-Commerce lifecycle enables marketers to view the impact of purchase count on purchasing metrics.
Lifecycle Stages
The order count that qualifies a customer for the e-commerce lifecycle stages excludes canceled orders but includes returns and refunds. Orders can consist of multiple items. For example, if a customer's only order included three items, they'd still be in the 1 Purchase lifecycle.
- No Purchase: These users have never submitted an order.
- 1 Purchase: These users have exactly one order.
- Repeat: These users have exactly two orders.
- Loyal: These users have three or more orders.
Lifecycle Stage Customization
The default lifecycle stage definitions can be customized to consider different purchase counts by contacting the Support Team.
KPI Groups
KPI Groups, or buying cycles, represent the current funnel location for a customer.
- At Risk: The customer has not been seen across any channel in over 30 days.
- Recent Buyer: The customer has purchased within the last 30 days but has not been seen on any other channel since.
- Awareness: The customer has been seen in the last 30 days.
- Interest: Customer has shown a basic level of interest in a product (viewed/interacted with a product) in the last 30 days.
- Considering: The customer has shown further interest in a product (viewing a single product twice is an example of one of these triggers) in the last 30 days.
- Intent: The customer has shown real purchase intent (adding a product to cart) in the last 30 days.
Metrics
- Customers: Number of customers currently in this stage.
- %: Percentage of the total customer base that is in this stage.
- Total Revenue: Revenue from all orders, including those that have been canceled, returned, or refunded of customers in this stage.
- % Convert: The sum of customers in stages further to right divided by the sum of the current stage and stages further to the right. For example, the conversion rate for the 1 Purchaser stage is: (Repeat + Loyal) / (1 Purchaser + Repeat + Loyal).
- Days to Convert: The time it took those that have moved out of this stage to convert from the time they first entered the current stage.
- AOV: The average order value of all the orders the customers in this stage have had. (Revenue / Order Count). AOV ignores canceled orders.
- LTV: The lifetime order value of all the customers in this stage. LTV indicates how much revenue you can expect a customer to generate over the course of your relationship with them. The longer a customer continues to purchase from a company, the greater their LTV becomes.
Metric Customization
Metrics in the lifecycle are also customizable. Contact the Support Team about adding metrics to the lifecycle configuration.
Filtering
The segment (1), lifecycle stage (2), buying cycles (3), and dimension values (4) are all selectable and will be applied as filters to the entire analysis when selected.
Once a segment, lifecycle stage, or buying cycle is selected, the list of customers that match will also appear on the bottom of the page.
The Engagement lifecycle
The Engagement Lifecycle enables marketers to view the impact of session frequency on purchasing metrics.
Lifecycle Stages
By default, lifecycle stages are broken down by session. Sessions are defined as a user-generating engagement or series of engagements (email sends and push message sends do not count as a session). If no more engagements are collected for that user after 30 minutes, the session is considered over.
- 1 Session: Customers who have only engaged for one session and have never returned.
- 2 Sessions: Customers who have engaged for 2 sessions.
- 3-10 Sessions: Customers who have engaged in 3-10 sessions.
- 11+ Sessions: Customers who have engaged for more than 11 sessions.
Lifecycle Stage Customization
The default lifecycle stage definitions can be customized to consider different session counts by contacting the Support Team.
Metrics
- Total Value: The sum of all engagement values produced by the customers in this stage.
- Average Customer Value: The value the average customer produces within this stage.
- Throughput: Percentage of customers that make it to the next lifecycle stage.
- Conversions Per User: Based on what engagement value expressions are configured, the average number of engagement events per user is shown here, per engagement with value.
- Time Since Last Session: This metric segments customers by how recently their last session was - therefore, customers in the 24 hours segment had their last session most recently, and customers in the 35+ days ago segment had their last session 35 days or more ago.
Metrics Customization
Metrics in the lifecycle are also customizable. Contact the Support Team about adding metrics to the lifecycle configuration.
Filtering
The segment, lifecycle stage, time since last session (KPI Groups), and dimension values are all selectable and will be applied as filters to the entire analysis when selected.
Once a lifecycle or buying cycle is selected, the list of customers that match will also appear on the bottom of the page.
Dimensions
Add a breakdown of the E-Commerce or Engagement lifecycles by selecting a dimension:
Each of the values for the dimensions is calculated solely based on the activity of the customers within each given lifecycle stage. For example, if a customer has had mobile device activity as a No Purchaser, but currently is a 1 Purchaser and only has desktop-based activity as a 1 Purchaser, then only their desktop activity in the current stage will be counted.
Any purchase dimensions (product/category purchased) are reported for the purchase that was responsible for moving them into their current stage. For example, showing the Root Category Purchased dimension for the 1 Purchaser will show the root categories of the items in their first purchase.
Save a lifecycle segment
A filtered view of either lifecycle can be saved as a segment for future review. After the desired filters have been applied, select Save as Lifecycle Segment in the upper right. The saved lifecycle segment will appear in the dropdown menu next to the save button.
