Sales by Segment
The Sales by Segment report allows you to review your Sales performance data for a particular month sliced by one of the many segmentations we offer. We default to show your Sales performance for the previous month segmented by the prior month's Behaviour Segments.
For example, if you've opened the Sales by Segment report with the Date control set to February, you're reviewing your Behaviour Segments from January. To see the Lifetime Value of those segments, you need to open the Customer Lifetime Value report and set the Date control to January this year.
This distinction in behaviour allows the Sales by Segment report to show how your customers behaved during the following month and further incorporate time into our consumer analysis. So, for example, we can highlight how significant remarketing efforts aimed at reattracting Lost Customers performed, quantifying the customers who began repurchasing after receiving a welcome back promotion code.
We recommend you focus on these four data points:
- The Buyer Rate highlights the percentage of Buyers actively purchasing from the pool of Customers within the segment.
- The Average Basket Size points out whether specific segments have different shopping habits purchasing, for example, placing one larger order monthly.
- The Average Basket Value is related to the Average Basket Size but expresses the difference between the monetary value of each segment's typical shopping basket.
- Lastly, the Average Orders per Buyer highlights when key segments place multiple orders during the month. Depending upon your products, this may highlight your customers are consuming your product quickly and regularly replenishing their cupboards. Or, they place additional orders once a product is back in stock.
Filtering the results on the Sales by Segment screen is extremely easy. Start by clicking on the orange Filters button above the table to open a modal window. Next, you can refine the view based on the modifying Behavioural Segment, Customer Acquisition Date, Buyer Type or Customer Type controls.
Setting filters for the Customer Acquisition Start Date or Customer Acquisition End Date allows you to lock the view to a particular epoch and monitor how those New-to-Brand customers and their enduring habits. Using these filters empowers you to answer questions such as, What is the current Buyer Rate for Customers acquired during Black Friday last year?
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