The Past Purchase tab shows the most popular products and categories over the selected time period (the default is the past two years), as well as the contacts who purchased them.
Please note that when a contact is deleted, all of the data relating to that contact is also deleted. This will retrospectively affect any reports which use contact-level data. Contact deletion may affect the reports available under Analytics > Product Affinity. You may experience the following changes:
- figures may change in all charts because contact deletion affects all calculations.
- deleting contacts also affect conversion rates, the AOV (Average Order Value) and lifecycle calculations.
For more information on the effects of contact deletion, see What happens to deleted contacts in Emarsys?
Unlike the Predictive Affinity charts, these are based on real data, and should be used as an indication of trends or of the success of promotional campaigns.
Please also note that this charts shows contacts, not items. Therefore, if a contact purchases an item in the same category twice, they will still only appear once in the charts.
For more information on how to create a segment using this report or how to update the chart, see Smart Insight Attributes.