The Single customer view brings together all the up-to-date, actionable and real-time data you have on a customer and lets you instantly access it in one single location. Covering everything from Engagement to Ecommerce, the Single customer view enables you to gather the correct data to engage with your customers using one-to-one, hyper-personalised campaigns and content.
Before you start
Things you need to know:
Check you have all the correct permissions to make the most of the Single customer view.
Read our checklist on how to make the most out of the Single customer view.
By default, the Single customer view filters data from the last 30 days. Depending on your account package, you can edit the date filter to a predefined date range, or a custom date, and see up to one year’s worth of data.
Use the Single customer view
The Single customer view is made up of six informative sections of data:
Activity timeline and Recent orders
The overview shows you the core data about your customer.
The customer's full name
The date the customer was added to your account
The date the customer subscribed to your communications
The eRFM persona of the customer
The customer's contact score label
The purchase phase of the customer
Optimised send time
The send time the customer is most likely to engage with your campaigns
The channels section shows the channels available to communicate with this customer.
The type of communication channel available, for example, Email.
The customer's unique channel identifier. For example, their email address or mobile phone number.
The opt-in status of the channel
The membership section shows you the lists, segments, programs, and marketing preferences your customer is enrolled to.
The sales section shows you six tiles of data relating to your ecommerce transactions with the customer.
Last order value
The value of the last order the customer made from your store
Last order date
The date the customer made their last order from your store
Avg. time between orders
The average time that passes between the customer’s orders
The average order value of the customer’s orders
The total revenue from all the customer’s orders
Number of orders
The number of orders the customer has made in your store
The engagement section shows your five tiles of data showing how the customer engages with your communications.
Number of emails sent
The total number of emails sent to the customer during the selected date range
This data does not include transactional emails
Last email send
The date you last sent an email to the customer
Last email open
The date the customer last opened one of your emails
Last SMS send
The date you last sent an SMS to the customer
Last SMS click
The date the customer last clicked a tracked link in an SMS
Last visit date
The date the customer last visited your site
Number of visits
The number of times the customer has visited your site
Activity timeline, recent orders and product recommendations
The Activity timeline, Orders history and Product recommendations tabs are displayed in the bottom section of the Single customer view. To switch between the three, select the relevant tab.
The activity timeline shows all the latest activity of your customer from the last 30-days. To view more details about an activity item, select VIEW.
Recent activity shown on the activity timeline:
Shows Emails sent, and when the customer opened and clicked those emails.
Transactional email sent
Shows Transactional emails sent, and when the customer opened and clicked those emails.
Shows when the customer placed, cancelled, and returned an order.
Shows when the customer submitted a form.
Shows when the customer visited your site and viewed pages.
Shows the products and pages a customer has viewed on your website, and the amount of time spent doing so.
Filter your customer activity
You can filter the Activity timeline by activity type – Email sent, Order placed, and Site visit.
To filter the Activity timeline, select Filter, then turn on or off the toggle switch for the activity timeline items you want to see or hide.
The Orders history tab shows all of a customer’s orders within the last 30-days. To see more details about any orders in the Recent orders, select VIEW.
The order number of the order
The date the order was made
The status of the order
The code used for any discounts or offers
The total cost of the order and the currency used
The product recommendations tab shows you customer-centric product recommendations. This includes:
Product-based recommendations such as Most viewed are not available in the Single customer view.
If you find a perfect customer on the single customer view, you can generate a segment based on their profile to collect more contacts like them.
Generate a look-a-likes segment
In the top-right of the customer’s Profile page, select GENERATE LOOKALIKES SEGMENT. This automatically creates a segment with rules to help find contacts most similar to the currently viewed customer.
If required, you can create, edit and remove the segment’s rules to make it more personalised.
Select GENERATE SEGMENT.
Make the most of the Single customer view
Here's a handy checklist to make sure your account is optimised to make the most out of the Single customer view.
Ensure your integrations are set up correctly and sync all relevant data to your data fields and insight collections.
Set up Web behavior tracking to capture your contacts' browsing data.
Review your data fields to make sure you're capturing all the information you need.
Review your Marketing preference centre to make sure customers can access it easily and that you're capturing valuable data that helps with your marketing strategies.
Consider sending out a survey to existing customers to capture any required data you might be missing.
Set up ROI tracking for improved email reporting.