Optimizely Data Platform (ODP) automatically assesses insights and observations for an account with the available underlying data (like products, orders, customers and page views). ODP evaluates the data nightly and makes it available for segment, report, and custom liquid building. For real-time evaluation based on events, use filters and behaviors instead.
Availability
In segments
In report columns (Rocket Columns)
Select the Column(s) menu to select as many columns you want in a report to customize it. Click Apply and the column data is added to the report.
In custom Liquid
You can reference the insights and observations in Liquid syntax when building out campaign touchpoints. Use the following prefixes with the Liquid suffix according to the category:
- Customer observations – customer.observations.suffix (for example, customer.observations.order_count)
- Customer insights – customer.insights.suffix (for example, customer.insights.order_likelihood)
- Product observations
- Customer – customer.observations.product.observations.suffix where product can be either first_ or last_ (for example, customer.observations.first_product.observations.repeated_sale_ratio)
- Product grid – product.observations.suffix (for example, product.observations.repeated_sale_ratio)
- Product insights
- Customer – customer.insights.product.insights.suffix where product can be either first_ or last_ (for example, customer.insights.first_product.insights.up_sell_category)
- Product grid – product.insights.suffix (for example, product.insights.up_sell_category)
- Order Observations – order.observations.suffix (for example, order.observations.order_number)
Proper use of percentiles
Observations and insights based on percentiles use a range of 0 to 100, where 100 is the highest percentile. For example, a value of "At Least 90" when building a segment with Order Count Percentile includes customers with more orders than 90% of the customers in the account, meaning the top 10% of customers by Order Count.
Customer information
Customer observations
| Name | Liquid Suffix | Description |
| Order Count | order_count | Number of orders purchased |
| Order Count Percentile | order_count_percentile | Percentile by order purchased |
| First Order Date/Time | first_order_ts | Date/time of first observed order |
| Last Order Date/Time | last_order_ts | Date/time of last observed order |
| First Product ID | first_product_id | Product ID of the highest priced product in the first order |
| Last Product ID | last_product_id | Product ID of the highest priced product in the last order |
| Total Revenue | total_revenue | Sum of the value of all observed orders (net) |
| Total Revenue Percentile | total_revenue_percentile | Percentile by observed orders |
| Average Order Revenue | average_order_revenue | Average revenue across observed orders (net) |
| Average Order Revenue Percentile | average_order_revenue_percentile | Percentile by average revenue |
| First Visit Date/Time | first_visit_ts | Date/time of first observed pageview |
| Last Visit Date/Time | last_visit_ts | Date/time of last observed pageview |
| Session Count | session_count | Number of observed sessions |
| Session Count Percentile | session_count_percentile | Percentile by observed sessions |
| Email Domain | email_domain | The domain name of the email address |
| Mailbox Provider | mailbox_provider | The organization that provides the email box |
| Discount Order Ratio | discount_order_ratio | The ratio of orders that involved a discount (line item level, order level, or discount code) |
| Discount Order Percentile | discount_order_percentile | Percentile by discount order ratio |
| Discount Usage | discount_usage | Restatement of discount order ratio into "Always," "Sometimes," or "Never," based on the ratio of orders with a discount |
| Acquisition Source | acquisition_source | Same as first_source, when populated, otherwise filled in as "unknown" |
| First Source | first_source | UTM source of the first event |
| First Medium | first_medium | UTM medium of the first event |
| First Campaign | first_campaign | UTM campaign of the first event |
| First Event Date/Time | first_event_ts | Date/time of the first event |
| One-Time Send Count (Last 365 Days) | one_time_send_count | Number of one-time sends in the last 365 days |
| One-Time Open Rate (Last 365 Days) | one_time_open_rate | The open rate of one-time sends in the last 365 days (in decimal - e.g., 0.05 is 5%) |
| One-Time Click Rate (Last 365 Days) | one_time_click_rate | Click rate (based on sends) of one-time sends in the last 365 days (in decimal - e.g., 0.05 is 5%) |
| Last Seen Subscribed | subscribed | The marketing consent status for the most recently seen email address (True/False) |
| Last Seen Email Status | email_status | The deliverability status for the most recently seen email address |
Customer insights
| Name | Liquid Suffix | Description |
| Engagement Rank | engagement_rank | Percentile engagement for each customer based the amount of time spent with your brand, weighted to more recent days. A measure of "headspace" occupied, it is correlated to future engagement |
| Order Likelihood | order_likelihood | Likelihood to order in the next six weeks |
| Days Until Next Order | ttno_days | Estimated number of days until the next order, based on those likely to order in the next six weeks |
| Winback Zone | winback_zone | Customer's designation as "Engaged", "Winback", or "Churned" |
| Winback Type | winback_type | Customers with value "New" entered "Winback" during the latest model run (evaluated nightly) |
| Probability Still a Customer | probability_alive | Customer's liveness probability from the churn prevention model |
Product information
Product observations
| Name | Liquid Suffix | Description |
|
Bestseller Rank (7 Day) |
bestseller_rank_7_day | The sales ranking by units sold over the last 7 days; calculated at the parent product level, if applicable. “1” is the highest rank |
| Bestseller Rank (30 Day) | bestseller_rank_30_day | The sales ranking by units sold over the last 30 days; calculated at the parent product level, if applicable. “1” is the highest rank |
| Detail Views per Day | views_per_day | The average product detail page views per day weighted to more recent days. Calculated at the parent product level, if applicable |
| Detail Views per Day Percentile | views_per_day_percentile | Percentile by average product detail page views per day |
| Discounted Sale Ratio | discounted_sale_ratio | The ratio of product purchases sold on discount to all product purchases weighted to more recent days |
| Discounted Sale Percentile | discounted_sale_percentile | Percentile by discount sale ratio |
| First Sale Ratio | first_sale_ratio | The ratio of product purchases that were first-time buys to all product purchases, weighted to more recent days |
| First Sale Percentile | first_sale_percentile | Percentile by first buy ratio |
| PDP Views per Day | pdp_per_day | Average product detail page views per day, weighted to more recent days |
| PDP Views per Day Percentile | pdp_per_day_percentile | Percentile by average product detail page views per day |
| Revenue per Day | revenue_per_day | The average revenue per day weighted to more recent days |
| Revenue per Day Percentile | revenue_per_day_percentile | Percentile by average revenue per day |
| Revenue Rank (7 Day) | revenue_rank_7_day | The sales ranking by revenue sold over the last 7 days; calculated at the parent product level, if applicable. “1” is the highest rank |
| Revenue Rank (30 Day) | revenue_rank_30_day | The sales ranking by revenue sold over the last 30 days; calculated at the parent product level, if applicable. “1” is the highest rank |
| Sales per Day | sales_per_day | The average sales per day weighted to more recent days |
| Sales per Day Percentile | sales_per_day_percentile | Percentile by average sales per day |
| Repeated Sale Ratio | repeated_sale_ratio | The ratio of product purchases that were a repeat purchase of the product, weighted to more recent days |
| Repeated Sale Percentile | repeated_sale_percentile | Percentile by repeated sale ratio |
| Views Before Purchase | views_before_purchase | The average product detail page views before the first purchase of this product weighted to more recent days. Calculated at the parent product level, if applicable. |
| Views Before Purchase Percentile | views_before_purchase_percentile | Percentile by average product detail page views before a first purchase |
| Viewed Rank (7 Day) | views_rank_7_day | The product detail pageview ranking over the last 7 days; calculated at the parent product level, if applicable. “1” is the highest rank |
| Viewed Rank (30 Day) | views_rank_30_day | The product detail page view ranking over the last 30 days; calculated at the parent product level, if applicable. “1” is the highest rank |
Product insights
| Name | Liquid Suffix | Description |
|
Up-Sell Category |
up_sell_category | Category of products that are frequently purchased with this one |
| Cross-Sell Category | cross_sell_category | Category of products that are frequently purchased after this one |
| Replenishment Days | replenishment_period_days | The average number of days before a reorder of the product |
Order information
Order observations
| Name | Liquid Suffix | Description |
| Order Number | order_number | The order number that the behavior is associated with |
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