Overview
The lifecycle analysis highlights the customer journey and groups customers based on purchase consideration and engagement. You can use this information to create segments for targeted campaigns and additional reporting.
There are two classes of lifecycles for segmentation:
- The E-Commerce Lifecycle – Purchase count history.
- The Engagement Lifecycle – Web visitation history.
Go to Customers to access the lifecycle analysis and toggle between the two classes of lifecycles.
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 would still be in the 1 Purchase lifecycle.
- No Purchase – Never submitted an order.
- 1 Purchase – One order.
- Repeat – Two orders.
- Loyal – Three or more orders.
Contact the Support Team to change the defaults to different purchase counts.
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 ( like viewing a single product twice) 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.
Contact the Support Team to customize metrics in the lifecycle configuration.
Filtering
You can select and apply the segment (1), lifecycle stage (2), buying cycles (3), and dimension values (4) as filters to the analysis. Select a segment, lifecycle stage, or buying cycle to see the list of customers that match.
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 user-generating engagements or series of engagements (excluding email sends and push message sends). The session ends once user engagements have stopped for 30 minutes.
- 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.
Contact the Support Team to change the defaults to different session counts.
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 – The average number of engagement events per user, per engagement with value.
- Time Since Last Session – How recently the user's last session was. 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.
Contact the Support Team to customize metrics in the lifecycle configuration.
Filtering
You can select and apply the segment, lifecycle stage, time since last session (KPI Groups), and dimension values as filters to the analysis. Select a lifecycle or buying cycle to see the list of customers that match.
Dimensions
Add a breakdown of the E-Commerce or Engagement lifecycles by selecting a dimension:
Each of the values for the dimensions is calculated 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 has desktop-based activity as a 1 Purchaser, then only their desktop activity in the current stage counts.
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
You can save a filtered view of either lifecycle as a segment for future review. After applying your filters, click Save as Lifecycle Segment. The saved lifecycle segment will appear in the dropdown menu.
