At Zaius we want to showcase how being a customer centric marketer can ultimately move the needle for key metrics every business cares about.

Zaius calculates those key metrics so a marketer can track progress over time, see opportunities to improve, and ultimately move their business forward with metrics that are easy to use.

We plan on rolling out many sets of metrics over time, but this first set focuses on commerce oriented marketers and their customer lifecycle. These metrics are broken down into two categories:

  • Top Level Metrics: These are metrics that drive a business.
  • Impact Metrics : These are metrics that have a significant impact on top level metrics and are a good area for a marketer to focus on in order to move top level metrics forward.

Top Level Metrics

  • Revenue: Sum of Revenue in selected period. Revenue is the sum your account's revenue definition for all orders, net of cancels, returns, and refunds. By default the definition is Order Subtotal
  • Customer Lifetime Revenue: Sum of revenue through the end of that period for active users divided by the count of active users who purchased at any point up to the end of that period
  • Average Order Value: Average sum of revenue for orders in the selected period. Canceled orders are ignored in the calculation of AOV.
  • Conversions Per Customer: Average number of conversions per identified customers active in selected period
  • Visits: Number of visits (across channel) in the active period selected
  • Revenue per Visit: Average revenue for the active visits in the period selected

Where conversions and revenue come from

If no conversions or revenue are showing up, please ensure that you are sending the order purchase event per the specification in Special Events.

Impact Metrics

All impact metrics are calculated within the selected time period. For all of the lifecycle stages (e.g., new loyal, no purchase to first purchase), canceled orders do not factor into order counts.

  • New Customers: Count of new identified customers identified in selected period (a customer is anyone whose information Zaius has collected, even if the customer has not purchased)
  • New Purchasers: Count of first time purchasers in selected period
  • New Repeat Customers: Count of customers who have purchased for their second time in selected period
  • New Loyal Customers: Count of customers who have purchased for their third time in selected period.
  • New Churned Customers: Count of customers that have moved from active to churned in selected period
  • No purchase to First Purchase: Percentage calculated by the count of customers who had their first purchase in period divided by the count of active customers in period who had not purchased prior to selected period.
  • First Purchase to Repeat: Percentage calculated by the count of customers who had their second purchase in period divided by the count of active customers in period who had their first purchase prior to or during selected period
  • Repeat to Loyal: Percentage calculated by the count of customers who had their third purchase in period divided by the count of active customers in period who had their second purchase prior to or during selected period
  • Churn to Engaged: Count of customers that moved from churned to engaged in period (superset of churn to purchase.
  • Churn to Purchase: Count of customers that moved from churned to purchase in period (regardless of intervening engagement). Also known as "Winbacks".

Definitions

  • Active Customers: Customers who have engaged across channels. Engaged means that a customer has events generated directly by his own activity (email and push send events are excluded).
  • Churned Customers: Customers who are inactive for thirty days while having made a purchase prior to becoming inactive.
  • Identified Customers: Customers who actively are identified by customer ID or email address. Does not include anonymous.

Examples

  • A customer makes a purchase so he is active. He is then inactive for more than 30 days so is considered churned. He then visits the site and therefore transitions from churned to engaged. He then purchases, which signifies a win back and makes the customer a repeat customer. He then purchases again a day later. This second purchase is not a win back since win back occurs on the first purchase after having churned. With that third purchase, the customer becomes a loyal customer.
  • A customer visits a site at least once a week for a year. This user is active for the year. He never churns since he has never been inactive for a thirty day stretch nor has he ever made a purchase.
  • A customer makes a purchase and then is inactive for more than 30 days, so he is churned. Then he visits the site and therefore transitions from churned to engaged. Then he is inactive for more than 30 days, so he is again churned. He never returns to the site so he remains churned.
  • A customer makes a purchase and is then inactive for more than 30 days, so he is churned. He then makes a purchase, which signifies a win back, makes him an engaged customer, and makes him a repeat customer. Then he is again inactive for more than 30 days, so he is churned. He then makes a purchase, which signifies a second win back, makes him an engaged customer, and also a loyal customer. Then he purchases shortly thereafter, which does not count as a win back because he had already been won back from being churned. The customer remains loyal.
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