Using segment analytics

Learn to use segment analytics to analyse and view detailed and informative data about the contacts within your segments.

Overview

Segment analytics is a great way to see detailed insights about the contacts within your segments. You can either generate a new segment and analyse it right away or view the analytics of an existing segment.

View Segment analytics

To analyse a segment:

  1. Go to Contacts > Segments.
  2. Find the segment you want to analyse and select Edit.
    You can generate a new one if you want. To learn how to generate a segment, check out the article Create a segment of your contacts.
  3. On the segment builder, select View analytics.
    On newly generated segments, this might take a few seconds before it becomes available.

Understanding the Segment analysis

There are four tabs of data available for analysing your segments:

  • Email analytics
  • Commerce analytics
  • Web analytics
  • RFM analytics

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Email analytics tab

Select the Email analytics tab to see detailed information about the email engagement of contacts within the segment.

The information on the Email analytics tab:

  • Open rate
    The percentage of contacts within the segment who have opened an email.
  • Click rate
    The percentage of contacts within the segment who have clicked a link in an email.
  • Campaigns sent
    The total number of campaigns sent to the contacts within the segment.
  • Total clicks
    The total number of email clicks by contacts within the segment.
  • Most engaged day
    The day of the week when the most email clicks occurred by contacts within the segment.
  • Most engaged hour
    The time of day when the most email clicks occurred by contacts within the segment.

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Commerce analytics tab

Select the Commerce analytics tab to see detailed commerce-related information about your customers within the segment.

The information on the Commerce analytics tab:

  • Average order value
    The average order value for contacts within the segment.
  • Total order value
    The total order value for all contacts within the segment.
  • Total customers
    The total number of customers –contacts that have made at least one purchase– within the segment.
  • Average order delay
    The average delay between orders for customers within the segment.
  • Average CLV
    The average customer lifetime value for customers within the segment.
  • Repeat customers
    The number of contacts within the segment who have made more than one purchase.
  • Best selling products
    A list of the best selling products, showing the total sales and share of sales.

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Web analytics tab

Select the Web analytics tab to see detailed information about how the contacts within the segment are using your site.

The information on the Web analytics tab:

  • Contacts tracked
    The number of contacts within the segment that you have tracked with web behavior tracking.
  • Total sessions
    The total number of sessions by contacts within the segment.
  • Average pages viewed
    The average pages viewed per session by contacts within the segment.
  • Average session
    The average session length (seconds) by contacts within the segment.
  • Bounce rate
    The bounce rate for web sessions by contacts within your segment.
    The bounce rate is sessions that viewed a single page and then left your site.
  • Most active day
    The most active day for web sessions by contacts within your segment.
  • Most active hour
    The most active time of day for web sessions by contacts within your segment.
  • Most viewed links
    A list of the links most viewed by contacts within the segment, showing the Total views and View share.

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RFM analytics tab

Select the RFM analytics tab to see detailed information about the RFM personas within this segment. It comes in two parts: Segment RFM personas and Persona comparison.

Segment RFM personas

At the top of the RFM analytics, you can see the segment's RFM personas and the total number of contacts within each persona – this is shown as the total number and a percentage of the segment.

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Persona comparison

At the bottom of the RFM analytics, you can see a chart showing the Segment persona population VS the total account population. This chart shows how the contacts and persona groupings within this segment compare to all the contacts in your account. It offers valuable insight into how the segment compares to your total audience.

segment-rfm-persona-comparison.png


Compare the segment with another segment or address book

You can compare the metrics of the segment with any other segment or address book in your account.

When comparing a segment, you see all the same data and metrics as in the single segment analytics. However, that same data is spread across two columns, comparing the original segment on the left with the comparison on the right.

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Compare against an address book

To compare your segment with an address book:

  1. On the Segment analysis, select +Comparison.
  2. For Compare segment of contacts, select In the selected address book.
  3. Select Select address book, and then choose the address book you want to compare the segment against.
  4. Select Apply.

Compare against a segment

To compare your segment with another segment:

  1. On the Segment analysis, select +Comparison.
  2. For Compare segment of contacts, select In the selected segment.
  3. Select Select segment, and then choose the address book you want to compare the segment against.
    If you want to create a new segment, select +New segment.
  4. Select Apply.
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