Audience Metric Definitions
Audience is based directly on the individual webshops customer behaviour.
Each metric is measured dynamically which means that the groups depend on how all customers are behaving based on all the order data available to Clerk.io.
As such, the split between when a customer is Loyal and Frequent, might change over time, depending on how often customers purchase in general.
Below is a list of definitions for each metric:
Interested In This is one of the best metrics of Audience. Through customers’ purchase history, Clerk.io can anticipate which customers will be likely to purchase the products, brand, type of products etc. that you choose.
A simple example is this:
If Clerk.io sees that many customers buy a blue pair of shoes with a red shirt, then customers who have purchased the red shirt will show up if you find customers, who are Interested In “blue shoes”. Even though the algorithm is much more advanced than this, the point is the same. Have Purchased Lets you find customers who have already purchased a specific product, from a specific brand, category etc. Have Not Purchased Lets you find customers who have not yet purchased a specific product, from a specific brand, category etc.
Customer Behaviour - Importance
These pre-defined Audiences are based on customer behaviors in your individual webshop, whether it’s the timing between purchases, frequency of purchases, order value, or basket size.
VIP These customers purchase the very most from you, They place the most orders, and buy for the largest amount in your webshop compared to other customers.
- VIP is roughly the top 10% of purchasers (by basket size and order value) in your webshop.
Frequent Buyer These customers buy quite frequently from the webshop, compared to the average customer. Loyal Customer These customers come back regularly to your webshop, but not as often as Frequent Buyers. One Time Buyer These customers have only placed 1 order in the webshop.
Customer Behaviour - Life Cycle
Just Ordered These customers placed an order recently, most likely within a couple of days. Active These customers regularly come back to the webshop. The timeframe of how often they come back, is based on how often the average customer places an order. Slipping Away These customers are purchasing less often than the have previously done.
If a customer normally places 3 orders each month, but suddenly only places 1 order a month, they are Slipping Away.
- Slipping Away is based on a rolling average of customer’s timing between purchases.
Lost It has been so long since these customers placed an order, that they are very unlikely to come back, unless you reactivate them.
No. Orders Find customers based on how many orders they have placed. Avg. Order Value Find customers based on what their average order value is. Made An Order Select a specific date or timeframe in which customers must have placed an order. Made First Order Select a specific date or timeframe in which customers must have placed their very first order in the webshop. Made Last Order Select a specific date or timeframe in which customers must have placed their last in the webshop, and haven’t come back since.