The Audience Insights Overview page provides a summary view of specific groups of your customers (i.e., audiences) including a performance summary across all of your customers.
By default your account will be setup with three insights for Known 1x Buyers, Known Repeat (customers that have made more than 1 purchase in their lifetime), and Known Non-Buyers. These should represent similar values you'd see using lifecycle stage filters in audience builder where being identified by email is required but email eligibility is not taken into consideration. You can read about the models here and these models are refreshed nightly. You can also create custom audiences and enable insights to better understand different customer segments.
In the Monitor view, audiences will default to showing the trend in total spend over the prior 4 weeks but different performance metrics and related monitoring thresholds can be configured on a per audience basis.
There are more details on setting thresholds for monitoring audience heath below.
In the Explorer view, audiences can be compared against each other on a scatter chart by selecting from a variety of performance metrics.
The Audience Insights page delivers retail-focused insights for each of your favorite audiences. When viewing audience insights:
Up to 10 audiences can be viewed at a time.
Audience insights are refreshed daily overnight.
If a new audience is designated for audience insights, the insights should be available immediately and refreshed daily.
This page is made up of four primary sections focused on understanding different performance areas of your audiences.
Use the filters at the top of the widget to pick the metric and timeframe you want to view and/or compare a trend for.
Available metrics for viewing audience trends include:
Spend per customer
Total active customers
Total email clicks
Email clicks per customer
Site conversion rate: Total customers who purchased / total customers who viewed
Email conversion rate: Total clicks / total delivers
Use the filters at the top of the widget to pick the metric that you want to view a breakdown for.
Available metrics for viewing audience breakdowns include:
Lifecycle stage: This is a breakdown of the four buying cycle stages your customers fall into. For more information, see Lifecycle Stages in Predictive Audiences.
Purchase activity last week: This is a breakdown of the total number of customers who purchased last week, divided into three groups:
First Time Buyers (Purple) - Customer who made their first purchase in the last week.
New Repeat Buyers (Blue) - Customers who made their second purchase in the last week.
Loyal Repeat Buyers (Green) - Customers who have purchased more than twice in the their lifetime and made another purchase in the last week.
Discount affinity: This is a breakdown of customers preference to buy products that are full price or discounted. For more information, see Discount Preference in Predictive Audiences.
Use the filters at the top of the widget to pick the category that you want to see product rankings for.
Available product categorizations include:
Rockstars: These products had the highest conversion rates and were the most viewed by the audience over the specified time period.
Cash Cows: These products have generated the most revenue from this audience over the specified time period.
Hidden Gems: These products have a moderate number of views (and it would be beneficial to increase views), but have the highest conversions rates over the specified time period.
Use the filters at the top of the widget to pick the metric that you want to see individual customer rankings for.
Available customer rankings include:
Top Spending: These customers spent the most over the specified time period.
Top Browsing: These customers had the most product views over the specified time period.
Highest Potential: These customers have the highest Predictive Customer Lifetime Value.
Click on a customer to view them in Customer 360.
SETTING THRESHOLDS AND MONITORING AUDIENCE HEALTH
The monitored metric, health thresholds and current status display within the trends section of the Audience Insights page.
Click the Set thresholds button to select a metric and set health thresholds for monitoring an audience.
The Audience Health Settings modal will open and display a dropdown to choose a monitoring metric and set health and unhealthy thresholds.
Click the ellipses icon to edit the monitoring metric and/or threshold or to stop monitoring.