The Customer base report gives you an overview of all your contacts. The focus of this report is to present an overview of how many contacts you can communicate with, how many of your contacts made a purchase, where in the customer lifecycle your contacts are, and to give an overview of the historical development.
The report consists of three tabs: Rolling values, Lifecycle audiences, and Analyze. Each tab is explained in detail below.
Shows a collection of rolling values to give an overview of the development of your total contact database.
On the top left there are four dropdown menus, where you can choose country, contact type, target audience, and the rolling value horizon as well as the scope in the graphs.
These dropdown choices will control the entire tab.
Example: Last 365 days will show you the calculated rolling values based on 365 days. It will also show you the trend for this specific KPI as it has developed over the last 365 days.
Number of contacts based on filter
Shows you the number of contacts that are included within the selected country and contact type. Below the number, you will find the period from which the rolling values are calculated. You will also see a micrograph that will show you the overall trend of the value.
In this case, it shows the total number of contacts for the selected country and contact type, and how it has developed over time.
Directly under the micrograph is a trend indicator, which tells you if the contact base has increased or decreased during this period of time.
Part of your total database
A graphical presentation that shows the share of contacts selected, as part of your total contact database.
Shows the share of contacts from your current selection, that is reachable by email, SMS, or reachable through both. The shares are not mutually exclusive, meaning that there is an overlap between all three, and contacts can be included in all three.
Example: Someone who is reachable by email is included in the statistics representing the reachable by email metric, may also be reachable by SMS. Since she is reachable by both channels, she is included in all three metrics.
Shows you all new contacts that have registered during the selected period. The selected contact type and period will dictate what you will see here.
Shows you how many of your contacts have been deleted during the selected period, selected contact type and period in the top dropdown dictates what you will see here.
Contact that has purchased
Shows you how many of your contacts that have made a purchase during the selected period. The selected contact type and period in the top dropdown dictate what you see here.
Rolling value graph
The big graph at the bottom of the report gives you an overview and an assessment of how the rolling values are developing. Each point in the graph is a rolling value calculated back in time from the first date based on your period setting.
Example: If your setting is “Last 365 days”, each point is a 365-day rolling value based on the previous 365 days.
You may select any metric in the graph dropdown on this report tab.
On this report tab, you find the Engage lifecycle audiences, calculated and based on the settings that you decide on. It's up to you how to define recurring, defecting, and lost customers if you wish to adjust the settings.
There are three parameters to decide on.
Recurring customer threshold
How many purchases does a customer need to do to be considered recurring? The default setup for recurring customers is that the customer has made more than one purchase.
Time to Defecting
How many days from a customer’s latest purchase can pass before they are considered Defecting?
The default setup for a defecting customer is that the customer has not made a new purchase over the last 12 months.
Time to Lost
How many days from a customer’s last purchase can pass before they are considered Lost?
The number of days cannot be smaller than Time to defecting. The default setup for a lost customer is that the customer has not made a new purchase over the last 18 months.
Do you want to adjust the settings?
Contact the Engage support team and we will help you.
At the top left of the report, you will find a dropdown where you can select which contact type you wish to base the metrics on. This will filter the entire report, only showing metrics for the selected contact type.
The metrics on this tab present the current count of contacts and a micro bar-chart that gives you an idea of the development of these numbers. The reachability numbers represent the current share of reachable contacts in each marketing channel.
Number of contacts (Lifecycle audience boxes)
The number of contacts that belong to the specific lifecycle audience.
Reachable by email
This metric shows you the share of contacts that are reachable by email, contacts may also be reachable through other channels.
Reachable by SMS
This metric shows you the share of contacts that are reachable by SMS, contacts may also be reachable through other channels.
Reachable by email and SMS
This metric shows you the share of contacts that are reachable by both email and SMS, contacts may also be reachable through other channels.
Part of your total database
This is a graphical representation of the share of contacts selected as part of your total contact database.
Distribution of lifecycle audiences
Shows you the distribution of the lifecycle audiences based on your country and contact type selection.
Below is a description of what the lifecycle audiences are called and how they are defined.
This audience contains contacts that do not have any purchases linked to them, meaning that they have never made a purchase during their time as registered contacts.
First time buyers
These customers are at the beginning of a customer journey, meaning that these customers have just recently made a purchase with and have not yet become recurring customers.
The definition of a first time buyer can be set by you when setting up your Engage environment. The default setting is that contacts have made their first purchase during the last 365 days, which are included in this group (365 days is the default time for when a contact becomes a defecting customer).
When a customer makes an additional purchase, they'll be considered a recurring customer. You may set the threshold of becoming a recurring customer to whatever number of purchases you like, and you may also set the number of months of no purchases to any duration you like. This means that you have control over which type of customer should be considered a first time buyer.
These customers have made at least two purchases over the last 365 days and are considered to know your brand and stores, proving this by returning to you, online or in your stores.
You may adapt the definition of a recurring customer when setting up your Engage environment. You have the option to state how many purchases a customer needs to make before being considered recurring, together with the time of inactivity from the latest purchase until the customer is considered defecting.
These customers have been activated again—you have managed to win them back from being lost.
These customers have made a new purchase after being considered lost. If they make a second purchase, they will be moved to recurring. If they don't purchase for some time, they'll counted as defective again.
These customers have made at least one purchase in the past but not for a while. They're not considered lost yet but may need some attention.
You can select the number of days of inactivity that should be considered a defecting behavior when setting up your Engage environment. The default time is 365 days.
These customers have made at least one purchase in the past but are now considered lost since they haven't purchased for quite some time.
You can select the number of days of inactivity that should be considered a lost customer when setting up your Engage environment. The default time is 545 days.
On this tab you can dig a little deeper, you will see numbers represented for each year and month rather than rolling values. This will give you an overview of what your metrics looked like for each year and month, giving you the possibility to spot trends and compare different months.
The filter will impact the entire tab, both graph, and table.
Select the years that you wish to compare.
Select the contact type that you wish to see.
Select the lifecycle audiences that you wish to include, you can select several.
Show value in the graph
Select the metric that you wish to plot in the graph.
The graph displays selection and metric that has been done in the filter. You may also zoom the graph by dragging the handles at the top of the graph.
The table displays the year and months that have been selected in the filter. You can see all metrics in the table at once and you can also sort the list by selecting a column to sort by, in the “Sort by” box. On the right side of this box, you can select if your sorting should be ascending or descending.
Number of contacts
The number of contacts that existed in the database during the different years and months. If being filtered by audience, it will tell you how many belonged to that audience during the different years and months, giving you an insight into how your contact database has developed over time.
Reachable by email
The share of contacts was reachable by email during each year and month. This will give you insights into how your email reachability has been developing over time.
Reachable by SMS
The share of contacts that was reachable by SMS during each year and month. This will give you insights into how your SMS reachability has been developing over time.
Reachable by email and SMS
The share of contacts that was reachable by email and SMS during each year and month. This will give you insights into how your email and SMS reachability has been developing over time.
Average NPS score
This metric shows you what the average NPS score was for each year and month. All answers that have been submitted during the period are considered.
Number of NPS responses
This metric shows you how many NPS responses have been registered during each year and month. It gives you the possibility to assess whether the average is dependable or not.