Address book and segment analytics

Learn to use address book and segment analytics to analyse and view detailed and informative data about your contact lists.

Overview

Address book and segment analytics are a great way to see detailed insights about your contacts. You can either generate a new segment or address book and analyse it right away or view the analytics of an existing segment or address book.

To learn more about creating new address books or segments, check out the articles Create an email address book and Create a segment.

View analytics

To analyse an address book:

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

view_analytics.png

To analyse a segment:

  1. Go to Contacts > Segments.
  2. Find the segment you want to analyse and select the Analytics icon.

You can also access segment analytics while you’re editing a segment:

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

segment_analytics.png

 

Understand address book and segment analytics

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

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

analytics_tabs.pngEmail analytics tab

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

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

date_picker.png


The data available on the Email analytics tab:

  • Emailed contacts
    The number of contacts in the the address book or segment that have been sent at least one email campaign in the selected date range.
  • Average open rate
    The percentage of contacts within the address book or segment who have opened an email.
  • Click-to-open rate
    The percentage of contacts within the address book or segment who have clicked a link in an email.
  • Emails sent
    The total number of campaigns sent to the contacts within the address book or segment.
  • Not contacted in this period
    The number of contacts in the address book or segment that have not ben sent any email campaigns in the selected date range.
  • Total clicks
    The total number of email clicks by contacts within the address book or segment.
  • Most engaged day
    The day of the week when the most email clicks occurred by contacts within the address book or segment.
  • Most engaged hour
    The time of day when the most email clicks occurred by contacts within the address book or segment.

ab-segment-email-analytics.png


Commerce analytics tab

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

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

The data available on the Commerce analytics tab:

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

commerce_analytics.pngWeb 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 date range picker to display analytics data for the selected time range.

The data available on the Web analytics tab:

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

web_analytics.pngRFM analytics tab

Select the RFM analytics tab to see detailed information about the RFM personas within this address book or segment.

This tab comes in two parts: Address book or Segment RFM personas and Persona comparison.

If your address book or segment 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.

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

analytics-rfm-personas.png


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

persona_comparison.png

Compare with another address book or segments

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

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

comparison.pngCompare against an address book

To compare with an address book:

  1. On the Address book or Segment analysis, select Compare to another segment.
  2. For Add comparison, select In the selected address book.
  3. Select Select address book, and then choose the address book you want to compare against.
  4. Select Apply.

Compare against a segment

To compare with a segment:

  1. On the Address book or Segment analysis, select Compare to another segment.
  2. For Add comparison, select In the selected segment.
  3. Select Select segment, and then choose the segment you want to compare against.
  4. Select Apply.
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