Single customer view

Learn how to use the Single customer view to get an all-around view of your customers and their activity.

Overview

Know who your customers are, their interests, and what drives them. 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-personalized campaigns and content. 

Before you start

Things you need to know:

Using the Single customer view

The Single customer view is made up of six informative sections of data:

  • Customer information
  • Channels
  • Membership
  • Sales
  • Engagement
  • Activity timeline and Recent orders

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Customer profile

The customer profile shows you the core data about your customer.

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Data Description
Email address The customer's email address
Name The customer's full name
Created The date the customer was added to your account
Subscribed The date the customer subscribed to your communications
RFM persona The RFM persona of the customer. Learn more
Purchase phase The purchase phase of the customer
Contact score The customer's contact score
Optimised send time The send time the customer is most likely to engage with your campaigns

Channels

The channels section shows the channels available to communicate with this customer.

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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.
Opt-in type The opt-in status of the channel

Membership

The membership section shows you the Address books, Segments, Programs, and Marketing preferences your customer is enrolled to.

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Sales

The sales section shows you six tiles of data relating to your ecommerce transactions with the customer.

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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
Average 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.

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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 visit date The date the customer last visited your site
Visits last 30 days The number of times the customer has visited your site in the past 30-days

Activity timeline, recent orders and product recommendations
The Activity timeline, Recent orders and Product recommendations are displayed in the same section of the Single customer view. To switch between the three, select either the Activity timeline, Recent orders or Product recommendations tab.

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Activity timeline

The activity timeline shows all the latest activity of your customer from the last 30-days. By default, the activity timeline is visible on the Single customer view. To view more details about an activity item, select VIEW.

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Recent activity shown on the activity timeline:

Activity type Description
Email Shows Emails sent, and when the customer opens and clicks those emails.
Order Shows when the customer places, cancels, and returns an order.
Form Shows when the customer submits a form.
Site Shows when the customer visits your site and views 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. And then turn on or off the toggle switch for the activity timeline items you want to see or hide.

Recent orders

The recent orders tab shows all your customers orders within the last 30-days. To view your recent orders, select the Recent orders tab. To see more details about any orders in the Recent orders, select VIEW.

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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
View Select View to see more information about the order

Product recommendations
The product recommendations tab shows you customer centric product recommendations, this includes:

Product based recommendations such as, Most viewed product recommendation are not available in 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
To generate a look-a-likes segment based on your currently viewed customer:

  1. In the top-right of the customer’s Profile page, select Generate look-a-likes segment. This automatically creates a segment with rules to help find contacts most similar to the currently viewed customer.
  2. If required, you can create, edit and remove the segment’s rules to make it more personalised.
    For more information on segment rules, check out the article Create a segment.
  3. Select GENERATE SEGMENT.

Make the most of the Single customer view

Here's a handy checklist to make sure your account is optimized 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 campaign reporting.

See also

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