The Smart Insight Dashboard provides a brief overview of how the conversion strategies for all your customer lifecycle stages are performing. Each lifecycle stage is shown in turn with a set of standard metrics and drill-downs to more detailed reporting and Smart Metrics.
Before you start, you should read the following notes.
The criteria of the lifecycle stages and the timeframe for the conversion rate are customizable during Smart Insight setup. For more information on the definitions of these categories and how the conversion rates are calculated, please see the Customer Lifecycle Terminology section of the Implementing Smart Insight page.
Most of the metrics on this page and the associated drill-down pages are concerned with conversion, and focus on the value of the orders at the moment of conversion. This means that refunds are not taken into account, since that occurred after the conversion took place. The figures shown here can therefore be slightly higher than on the Customer Lifecycle, Average Order and Impact screens.
Exceptions to this are the historical spend figures since these are calculated over longer periods and refunded purchases are deducted from these totals.
The first set of standard metrics show:
The total number of contacts currently in the lifecycle stage.
Note: Inactive leads are excluded from the Leads section because this number can grow to be very large and render all other metrics statistically meaningless. They are included in the Lead Lifecycle reporting.
The average recent conversion rate (click to drill down).
This varies from stage to stage so each one has a helpful tooltip explaining exactly what the conversion means for that stage.
The contribution that can be attributed to Emarsys campaigns.
This is shown as an extra metric in this section, in green.
The number of contacts entering and leaving the stage over the last 30 days.
The figures for yesterday are also included; hover your mouse over the graphs to see the figures for any of the other days.
The high-performing campaigns (click to drill down).
This lists the number of campaigns which each contributed to more than 1% of conversions, with the total number of contacts converted.
Detailed reporting drill-downs
Clicking the Conversion rate or high-performing campaigns metrics will open the detailed reporting page for that lifecycle stage.
The data for each of these reports can be exported in .csv format via the icon in the upper right corner:
The first graph shows the conversion rate over time for this lifecycle stage. Conversions that can be attributed to Emarsys campaigns are shown in green.
The second graph shows the revenue from the conversions in this lifecycle stage. Revenue that can be attributed to Emarsys campaigns is shown in green.
Both of these can be customized to show data from the past month to the past two years, either by clicking the Zoom links or moving the slider below.
If any campaigns contributed to more than 1% of conversions in the last 30 days, they are listed here with the number of orders and total revenue.
Contacts converted vs. lost
The fourth graph compares the number contacts converted to a more valuable lifecycle stage against those lost to a less valuable one, month by month over the past two years.
Total number of contacts over time
The final graph shows the total number of contacts in the lifecycle stage, month by month over the past two years.
Smart Metrics drill-downs
Click the down-arrows on the right of each section to expand it and show a secondary set of Smart Metrics.
Smart Metrics provide real figures that show the effect of the conversion strategy you are using for that stage, and predictive figures that allow you to compare and evaluate your strategies and decide where your lifecycle marketing budget and activities can most profitably be directed. For a full breakdown of the Smart Metrics available for all lifecycle stages, and how they are calculated, click here.
Most successful lifecycle stage
The lifecycle stage with most successful strategy for current and for future potential is clearly marked:
On this tab, Smart Insight shows the real revenue and conversion figures for this stage, and uses these to provide future revenue predictions. These show you how much each converted contact is potentially worth and what you can expect to earn from this lifecycle stage if your strategy remains unchanged.
On this tab, Smart Insight shows the average and median (mid-ranking) values for a number of metrics, depending on the lifecycle stage. For example, in the image below for Defecting Customers, you see the number of days it takes for contacts to convert, and the total lifetime of defecting customers. It also shows the respective conversion rates for contacts according to the lifecycle stage they were in when they became ‘defecting’.
The average spend and mostly bought product category in the purchases that led to successful conversions over the last 30 days are also shown.
Excluding unidentified purchases from your reports
This feature is currently on Pilot release for Retail clients only. If you are interested in participating in the Pilot phase, please speak to your Success Manager.
You can filter out purchases made by unidentified contacts from the calculations behind the Strategic Dashboard and Smart Insight reports. In general, the major part of offline purchase statistics is attributed to unidentified customers which could distort your reports. We recommend using this feature if you would like to improve your reports by removing such purchases.
To turn this feature on, follow the instructions next to Unidentified purchases in section General Settings.
- The changes will apply retroactively and take effect after the next daily load.
- If you activate this feature, purchases made by non-identified contacts will be removed from all your lifecycle-related statistics. However, your reports will not show explicitly how many contacts were excluded from your statistics except for the Retention Revenue Impact reports.
Below you can find an explanation of the messages that you might receive from the Dashboard.
Outdated purchase data
This message is shown when no purchases have been loaded for the last 3 days.
ERFM scoring is not yet set up
Your orders are not old enough. If the oldest order is within the inactive recency limit (e.g. if the limit is 365 days and 200 days is the oldest order), we cannot not yet set up the parameters as requested.
Missing order data
- You don’t have any order data; please start uploading it.
- You do not have a sales file uploaded.
Inconsistent order data
- The items in your orders have order IDs; please check that the order IDs in your files are consistent and do not refer to items but orders.
- If items are sent with order IDs, it can occur that a contact becomes active right before the lead status and leaves out first-time buyer status resulting in distorted information about first-timers and active buyers.
Inconsistent conversion rates
- Some of your potential customers are categorized as defecting or inactive; your ERFM parameters need to be updated.
- When the defecting or inactive conversion rate is higher than the first timer or active one. Defecting or inactive recency limit must be reviewed.