The target audience report provides an overview of how your target audiences have developed over time to give you a hint of which target audiences have increased and decreased.
The first time you navigate to the target audience report, you’ll see all your target audiences listed in the lower part of the page.
You may sort them in any way you like, choosing the column to sort by and using the “Sort by” drop-down menu and the ascending/descending toggle next to the drop-down menu. This gives you the ability to explore your target groups.
Options in Sort By menu
The target audience average receipt over the last 12 months.
Purchases per contact
Shows how many purchases, on average, contacts in the specified target audience have made each month, based on the last 12 months.
Articles per purchase
The average number of articles per purchase, based on the last 12 months.
The sum of the revenue for each year and month, filters apply.
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.
Avg years as customer
The average number of years as customer for the specific target audience.
The potential profit or revenue left per contact on average in the specific audience. This part is only available if CLV is active in your Engage setup.
The average NPS answer for the specific target audience. This uses all NPS answers for the contacts in the target audience, with no time-frame.
Selecting target audiences
At the very top of the page, you have a drop-down that allows you to choose specific target audiences to focus on for further analysis. You may choose up to 10 groups to look at simultaneously.
Once you have selected, a graph appears. In this graph, the number of contacts is displayed, giving you a perspective of how the target audiences have developed over time in terms of the number of contacts. Use this view to see which target audiences are increasing or decreasing and if you can see patterns in terms of migrations between groups.
The list below the graph is also filtered on the selection you have made at the top of the page. You can now more easily compare these groups with one another. For example, is the average receipt higher for contacts that receive communication via email than for those that don’t?