Address book analytics

Learn to use address book analytics to analyse and view detailed and informative data about your address books.

Overview

Address book analytics is a great way to see detailed insights about your address books.

View address book analytics

To analyse an address book:

  1. Go to Contacts.
  2. Find the address book you want to analyse and select Analytics.
    Address book analytics is not available for All contacts or Test contacts address books.

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Understanding address book analytics

There are four tabs of data available for analysing your address books:

  • Email analytics
  • Web analytics
  • Commerce 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 address book.

Use the data range picker to display analytics data for the selected time range.

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The information on the Email analytics tab:

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

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Commerce analytics tab

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

Use the data range picker to display analytics data for the selected time range.

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The information on the Commerce analytics tab:

  • Average order value
    The average order value for contacts within the address book.
  • Total order value
    The total order value for all contacts within the address book.
  • Total customers
    The total number of customers –contacts that have made at least one purchase– within the address book.
  • Average order delay
    The average delay between orders for customers within the address book.
  • Average CLV
    The average customer lifetime value for customers within the address book.
  • Repeat customers
    The number of contacts within the address book 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 address book are using your site.

Use the data range picker to display analytics data for the selected time range.

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The information on the Web analytics tab:

  • Contacts tracked
    The number of contacts within the address book that you have tracked with web behavior tracking.
  • Total sessions
    The total number of sessions by contacts within the address book.
  • Average pages viewed
    The average pages viewed per session by contacts within the address book.
  • Average session
    The average session length (seconds) by contacts within the address book.
  • Bounce rate
    The bounce rate for web sessions by contacts within your address book.
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 address book.
  • Most active hour
    The most active time of day for web sessions by contacts within your address book.
  • Most viewed links
    A list of the links most viewed by contacts within the address book, 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 address book. It comes in two parts: address book RFM personas and Persona comparison.

If your address book contains contacts that have never ordered from you, they won’t be included in the RFM population, so the total number of contacts may differ from the total number of RFM personas.

Address book RFM personas

At the top of the RFM analytics, you can see the address book's RFM personas and the total number of contacts within each persona.

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Persona comparison

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

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Compare the address book with another address book or segments

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

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

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Compare against an address book

To compare your address book with another address book:

  1. On the Address book analysis, select +Comparison.
  2. For Compare address book, select In the selected address book.
  3. Select Select address book, and then choose the address book you want to compare the address book 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 segment 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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