Welcome to this video of the Compare Groups tab.

 

Compare Groups is accessible via the Customer Explorer. Start by choosing the target groups you would like to compare. To do so, click on the dropdown menu or the tree view.

 

To review the group’s attributes click on the blue arrow on the upper right side [open blue arrow]. Click Generate to see the comparison.

 

Under “Key Group Characteristics.” you can see the comparison table, showing default metrics such as “Future Value” and Lifecycle Stage. The default metrics are customizable, except for “Future Value”. For more information, please contact your CSM.

 

To add additional attributes to the comparison, click select attributes. 

 

In the next section, we can view the “Top 100 Customers” of each group, filtered by Future Value. Use the drop-down menu to change the filter.

 

You can export the entire group’s customer data as a CSV file by clicking the “Export” button.

 

Use the Cohort Analysis section [click Generate] to compare the two groups’ survival rates and cumulative net revenue trends over time. Change the start period to analyze a different period.

 

To start the analysis, choose 2 target groups that you would like to compare.

In this example, we will compare [New High Previous Discount] and [New Low & No Previous Discount] to examine how a higher discount campaign influences our business metrics, such as avg. Order value, or churn rate.

 

Let’s dive in. 

As we click generate, we immediately get an overview of some of the site’s default metrics. Let’s customize the table.

 

By clicking “select attributes,” I can remove metrics [net revenue last 2 months] and add others such as Churn Rate and Avg. Items per order.

 

We can already notice that the avg. the order value for the “high discount” target group is $100, while for the “Low discount & No discount” target group, it’s $156. Weird, huh? Not necessarily. While high-value coupons are likely to increase the chances of purchase, they are also likely to reduce the purchase size, because of the discount. Offering coupons might result in more purchases but not in a higher-order value.

 

Looking at the churn rate and churn factor, they are both lower in the group who received low or no discount. That may teach us that these customers are more loyal than those who received high discount coupons, This gives us two actionable insights:

1. We should consider adding another campaign, offering a “Low discount & No discount” target group to join our VIP plan, to leverage their low churn rate towards increased purchases.

 

2. High discounts aren’t effective in increasing loyalty in our specific case and should be avoided for the time being.

 

Down below, you can export the list of customers. 

Or view a cohort analysis. The pink group is the group that received low or no discount coupons, and we can clearly notice that over time, their Cumulative Net Revenue increases.

See how many insights we can gather with just one powerful report!

 

We recommend taking a look at our article “Understanding group migrations” under the related articles on the right for information on the third Customer Explorer report, group migrations.