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.
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.
To discuss your account package, contact your Customer Success representative.
Use the Single customer view
The Single customer view is made up of six informative sections of data:
Customer information
Customer predictions
Channels
Membership
Sales
Engagement
Activity timeline and Recent orders
Overview
The overview shows you the core data about your contact.
Data | Description |
Name | The contact's full name |
Created | The date the contact was added to your account |
Subscribed | The date the contact subscribed to your communications |
Predictions and personas
Data | Description |
RFM | The RFM persona of the contact. |
eRFM | The eRFM persona of the contact. |
Purchase phase | Where the contact sits in the buying cycle. |
Contact scoring | The customer's contact score label. |
Purchase phase | The purchase phase of the customer |
Predicted next order | The next date the customer may be likely to make a purchase. |
Churn risk | Predicts the percentage chance that the customer will churn. Churn is when a customer has stopped using your company's product or service during the current time frame. |
Total customer lifetime value (CLV) | CLV represents the total revenue you might expect from a customer over their entire relationship with your business. It is the sum of Historic CLV and Predicted CLV. |
Predicted CLV | Uses historical data to estimate the future value of a customer relationship. Does not include historical data in the final value. |
Historic CLV | Reflects the total amount a customer has already spent with you. It's reliable for understanding past customer contributions and building ideal customer profiles. It's not designed to predict future revenue. |
Predicted orders | The predicted total number of orders the customer might make. It is the total of all historical orders plus those forecasted by the model that predicts future orders. |
Predicted future orders | Total number of orders the customer might make in the future. |
Historic orders | Total number of orders the customer has already made with you. Does not include any predictive elements. |
Optimised send time | The send time the customer is most likely to engage with your campaigns |
Learn more in Create customer predictions.
Channels
The channels section shows the channels available to communicate with this customer.
Data | Description |
Channel type | The type of communication channel available, for example, Email. |
Channel identifier | The customer's unique channel identifier. For example, their email address or mobile phone number. |
Status | The opt-in status of the channel |
Membership
The membership section shows you the lists, segments, programs, and marketing preferences your customer is enrolled to.
Sales
The sales section shows you six tiles of data relating to your ecommerce transactions with the customer.
Data | Description |
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 |
AOV | The average order value of the customer’s orders |
Total revenue | The total revenue from all the customer’s orders |
Number of orders | The number of orders the customer has made in your store |
Engagement
The engagement section shows your five tiles of data showing how the customer engages with your communications.
Data | Description |
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.
Activity timeline
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:
Activity type | Description |
Email sent | 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. |
Order placed | Shows when the customer placed, cancelled, and returned an order. |
Form submitted | Shows when the customer submitted a form. |
Site visit | Shows when the customer visited your site and viewed pages. |
Products viewed | 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.
Orders history
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.
Data | Description |
Order number | The order number of the order |
Date | The date the order was made |
Status | The status of the order |
Discount code | The code used for any discounts or offers |
Total | The total cost of the order and the currency used |
Product recommendations
The product recommendations tab shows you customer-centric product recommendations. This includes:
Best next and Lookalike product recommendations must first be created using the recommendation builder for the Product recommendations tab to display data.
Product-based recommendations such as Most viewed are not available in the Single customer view.
Look-a-likes segment
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.
Learn more in Create a 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.