Understanding your main KPIs with Customer & Business Dashboard

It is important to first define two concepts present in the users overview tab:

• user: a person, contact, customer,… registered in the database whether they have already made a purchase or not

• consent: is the permission received from the user to send them marketing communications. If the channel is not mentioned, this means that we have consent for at least one of the available communication channels. Only consent associated with valid data is taken into account (for instance email consent is considered OK only if there is a valid email address in the database for the user).

In this tab, you will be able to filter your data on:

• users consent (with or without)

• users recency (new in the last 30 days or 12 months)

• channels (store or web)

• store name (if you want to filter on a specific store)

We have defined below some important concepts that are not specified in the tooltips:

• Discount is the amount of the raw price not paid by the customer.

• Purchase is an order/receipt with a total amount paid by the customer > 0 (meaning that a refund is not considered as a purchase).

• Revenue is the total amount paid by customers. When we compute Revenue we don’t filter refunds (that should be order lines with amount and quantity < 0) meaning that if a customer has an order for 100$ and then have a 40$ refund it will count as 60$ in the total revenue.

The Purchase Patterns feature provides users with in-depth insights into best-selling products based on category, brand, or any other topic dimension configured in domain settings.

As in the Purchase Activity tab, you can :

• Select the right time frame for analysis.

• Apply filters to focus on specific users or stores.

On the graph, you can choose to display Top 10, 20, or 50 items in the chart based on one of the following key metrics :

• Number of purchases

• Number of buyers

• Revenue

• Share of repeat buyers (percentage of buyers who made at least two purchases within each element of the selected topic_dimension during the selected time frame)

• Share of New Buyers (percentage of buyers within each element of the selected topic_dimension who made their first-ever purchase during the selected time frame).

💡 Important: Since a buyer can purchase across multiple topic dimensions, when computing sums across dimensions, the total may exceed the distinct buyer count or exceed 100% for share-based figures.

• The first section presents a tree map displaying the top selected items.

  • Labels within the tree map indicate figures and their corresponding share within the total selected time frame (e.g., "1,540 buyers, representing 3.7% of total buyers").

  • If labels are not visible due to size constraints, hovering over an item will display the details.

• The second section consists of a sortable table that lists all items from the topic dimension based on the selected metric.

Filtering & Exporting Data

• All items from the selected topic_dimension are listed in the table, not just those displayed in the chart.

• Items can be checked/unchecked in the table to control their visibility in the chart.

• A search bar is available to find specific items quickly.

• Sorting by any column is possible.

• All metrics are displayed in both absolute and percentage values.

• Data can be exported as a CSV file for further analysis.

Zoom Functionality

Clicking on the right-side icon of an item in the table redirects to detailed insights for the selected topic_dimension, providing additional key metrics:

Detailed Metrics

• Buyers: Total count of buyers for the selected item.

• Share of New Buyers: Percentage of buyers making their first-ever purchase.

• Purchases: Total count of purchases/orders/tickets.

• Revenue: Total amount spent on the selected item.

• Purchase Breakdown (Online vs. In-Store): Percentage of purchases made in physical stores vs. online platforms.

• Buyer Breakdown (One-Time vs. Repeat Buyers): Share of buyers who made only one purchase vs. those who made multiple purchases.

• Average Purchase Interval: The average number of days between two purchases of the selected item for repeat buyers.

Buyer Profile Section

This section provides insights into the behavior of buyers for the selected item:

• Overall Average Order Value: The average amount spent per order by buyers, regardless of the topic_dimension.

• Overall Number of Purchases per Customer: The average number of purchases made by buyers across all product categories.

Tooltips are available throughout the interface to provide further explanations of computed metrics.

The RFM Matrix will allow you to see the spread out of your users' activity on the segments you have defined.

You can have two different views, table or charts, by clicking on the icons on the right handside.

You can check how the RFM segmentation is calculated in this guide