Lifecycle Analysis is a great way to see every single one of your users and where they currently are in their customer journey. Lifecycle allows you to analyze your customer behavior and directly create segments that can be used for campaigns later on.
For all of our customers, we offer two classes of Lifecycle by default.
- The E-commerce Lifecycle - All clients who have integrated traditional e-commerce events like pageview, product detail view, add to cart, and order purchase.
- The Engagement Lifecycle - All clients who want to measure session frequency and recency, and who want to track key engagements along the customer journey.
The E-Commerce Lifecycle
The main visualization at the top of the page plots every user within a given bar. The default definitions of these stages are:
The purchase counts below exclude orders that have been canceled, but returns and refunds against an order are still included in a customer's purchase count.
No Purchase: These users have never submitted an order
1 Purchase: These users have exactly one purchase
Repeat: These users have exactly two purchases
Loyal: These users have three or more purchases
Lifecycle Stage Customization
The definitions listed above are only the Default definitions. If you'd like to replace the 1 Purchasers stage with 1-4 purchasers or change Loyal to mean 10+ purchases rather than 3 or more, contact your Zaius rep about Lifecycle Customization.
At Risk: User has not been seen across any channel in over 30 days
Recent Buyer: User has purchased within the last 30 days but has not been seen on any other channel since
Awareness: User has been seen in the last 30 days
Interest: User has shown a basic level of interest in a product (viewed/interacted with product) in the last 30 days
Considering: User has shown further interest in a product (viewing a single product twice is an example of one of these triggers) in the last 30 days
Intent: User has shown real purchase intent (adding product to cart) in the last 30 days
Customers: Number of users currently in this stage
%: Percentage of the total user base that is in this stage
Total Revenue: Revenue (from all orders, including those that have been canceled, returned, or refunded) of users in this stage
% Convert: The sum of people in stages further to right divided by the sum of current stage and stages further to the right. For example, the conversion rate for the 1 Purchaser stage is: (Repeat + Loyal) / (1 Purchaser + Repeat + Loyal)
Days to Convert: The time it took those that have moved out of this stage to convert from the time they first entered the current stage
AOV: The average order value of all the orders the users in this stage have had. (Revenue / Order Count). AOV ignores canceled orders
Metrics in the Lifecycle are also completely customizable. If Zaius does not support a Metric that is key to your success by default, contact your Zaius rep about adding it to your Lifecycle configuration.
You can add a breakdown by dimension by selecting a dimension from the list:
This will add a breakdown of that dimension for a given lifecycle for the lifecycle above it.
Each of the values for the dimensions is calculated solely based on the activity of the user within the given lifecycle stage. For example, if a user has had mobile device activity as a No Purchaser, but currently is a 1 Purchaser and only has Desktop based activity as a 1 Purchaser, then only their desktop activity in the current stage will be counted.
Any purchase dimensions (product/category purchased) are reported for the purchase that was responsible for moving them into their current stage. For example, showing the Root Category Purchased dimension for the 1 Purchaser will show the root categories of the items in their first purchase.
The list of available dimensions and the reported metrics are as follows:
Count of sessions by browser
Count of sessions by operating system
Count of sessions by device type
Count of sessions by source
Count of sessions by medium
Count of sessions by campaign
Count of sessions by campaign tag
Count of mobile sessions
Count of sessions by referrer
Product Detail Views
Count of Product Views by product name
Category Detail Views
Count of Product Views by category path
Root Category Detail Views
Count of Product Views by category name
Brand Detail Views
Count of Product Views by product brand
Count of Purchases by product name
Count of Purchases by product brand
Count of Purchases by category path
Root Category Purchases
Count of Purchases by category name
Count of Customers by state
The lifecycle stage, buying cycles, and dimension values are all selectable and will be applied as filters to the entire analysis when selected.
Once a lifecycle or buying cycle is selected, the list of customers that match will also appear on the bottom of the page.
The Engagement Lifecycle
The Engagement Lifecycle enables marketers to view the impact of session frequency and recency on key engagements that they would like to track.
In the example above, this marketer is acting as an affiliate driving traffic. For every affiliate click that happens on their site, they collect $1.50 in revenue. Affiliate clicks are configured as having engagement value using the Expressions builder.
Below is a breakdown of all the components of the engagement lifecycle.
Engagement Lifecycle Stage
As you can see, the people who have the most sessions (11+) generate the most revenue for the marketer. The engagement lifecycle provides lifecycle stages to create mutually exclusive groups of users based on their frequency patterns.
By default, Lifecycle stages are broken down by session. Sessions are currently defined as a user-generating engagement or series of engagements (email sends and push message sends do not count as a session). If no more engagements are collected for that user after 30 minutes, the session is considered over.
1 Session: Customers who have only engaged with you for one session and have never returned
2 Sessions: Customers who have engaged with you for 2 sessions
3-10 Sessions: Customers who have engaged with you for 3-10 sessions
11+ Sessions: Customers who have engaged with you for more than 11 sessions
Lifecycle Stage Customization
As with the ECommerce Lifecycle, the stages in the Engagement Lifecycle are also customizable. Contact your Zaius rep about modifying your Lifecycle configuration.
The example above shows metrics based on Engagement Value that have been previously configured. In this example, an expression has been mapped to "affiliate click" events, set at a value of $1.50 per click.
Total Value: The sum of all engagement values produced by the customers in this lifecycle stage
Average Customer Value: The amount the average customer produces within this lifecycle stage
Throughput: Percentage of customers that make it to the next lifecycle stage
Conversions Per User: Based on what engagement value expressions you've configured, the average number of engagement events per user is shown here per engagement with value
Time Since Last Session
This metric segments customers by how recently their last session was - therefore, customers in the 24 hours segment had their last session most recently, and customers in the 35+ days ago segment had their last session 35 days or more ago.
Typical use cases for this would be to run separate retention programs for the 35+ days with different messages for the 1 session (your new customers) and 11+ sessions (your loyal customers).
Metrics in the Engagement Lifecycle can also be added or removed to suit your business's needs. If there is a metric that is key to your success contact your Zaius rep about adding it to your Lifecycle configuration.