canopy labs reports guide

CanopyLabsReportsGuide

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TableofContentsSlideDeckDirectory

SLIDE2– INTROGUIDETOCANOPYLABSREPORTSReports allow you to display customer info, filter tags and aggregateomni-channel data in order to gain further insight into your customers,patrons and fans behave at the individual level.

SLIDE3– REPORTBUILDINGPROCESSOnce you’ve settled on the aim of your report, it is time tostart building. Here we break down the steps required tocreate your report – from selecting the customer list you’rereporting on to generating the CSV.

SLIDE7– CUSTOMERINFO&TAGSThere are three types of data that can be queried against inReports. Customer Info and Customer Tags are valuableways to gain understanding of who the customer is beforeyou investigate how they behave.

SLIDE9– ACTIONSAGGREGATIONFinally, we reach the actions aggregation data type. This is the mostcomplex to learn, but the most powerful. By describing how to build outcolumns that aggregate email, purchase and web data, we can power thesix initiatives described on the next slide.

CanopyLabs– www.canopylabs.com

Tie$valuestoemailsubjectlines,campaigns&contentE.g.Valueofcustomerswhoopenedaspecificemailcampaignandsubsequentlypurchased

Validateorcontradictpreconceivednotionstodrivestrategicdecisions

Becomeadata-drivenorganization

Identifynew&existingsegmentsofcustomersbasedonomni-channelbehaviour

Identifywhichcustomersareofhighvalue(i.e.focusonupsell)andthosewhoareatrisk(i.e.focusonretention)

Tie$valuestowebpages,parameters&referrersE.g.Howmuchcustomerswhovisitedtheclearancepageultimatelyspent

Reportoninternalkeyperformanceindicators

E.g.Averagebasketsize,customerspendovertheholidays,etc.

IntroductoryGuidetoCanopyLabsReportsStrategicInitiativesEnabledbytheCanopyLabsReportingFeature

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Recency,Frequency,MonetaryModellingInternalReporting

HypothesisTestingWeb-to-PurchaseAttribution

Email-to-PurchaseAttribution

CustomerSegmentation


ReportBuildingProcessQueryingAgainstSpecificCustomerLists

Option1:UseaFunnel• Powerfulwhenyouwanttofindspecificvalues(revenue,engagements,etc.),basedonagroupof

customerswhoshareaseriesofactionsfromtheircustomerjourney• Advantage:shorterreportgenerationtimethanthebelow

Option2:UseallCustomers• Powerfultoolwhenyouwantstoanalyzetheentirecustomerbase• Disadvantage:longerreportgenerationtime

3CanopyLabs– www.canopylabs.com

ReportBuildingProcessCreatingColumns

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Therearethreetypesofdatathatcanbequeriedagainstinareport:(1)CustomerInfo– showsstandardfields(name)orcustomfields(e.g.loyaltylevel)

(2)CustomerTags– displaytagsassociatedwithindividualCustomerIDs(3)ActionsAggregation– counting,summing,etc.actionitems

Methodology


ReportBuildingProcessPreviews&Timeframes

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Methodology

• ThePreviewscreenlooksliketheimageonSlide4

• Thisdisplaysalistof50qualifyingcustomerIDsforillustrativepurposes

• Ifyou’dliketoretrievethefullcustomerlist,youmustgenerate&exportthereport– detailedonSlide6

ReportPreviewScreen

• Similartofunnels,youhavetheoptiontoapplyaglobaltimestamp/filterthatlimitsvaluestoaspecificwindow

• Shorteningthetimeframeforareportdecreasesgenerationtime

GlobalTimeframe

• Youcanignoretheglobaltimeframeattheindividualfield-levelbyoverwritingit

• Example: Youarecreatingareportthatsummarizes2016purchases,butwouldliketodisplaycustomerlifetimevaluesaswell

FieldTimeframe1 2 3

Therearethreetypesofdatathatcanbequeriedagainstinareport:(1)CustomerInfo– showsstandardfields(e.g.firstname)andcustomfields(e.g.loyaltylevel)

(2)CustomerTags– displaytagsassociatedwithindividualCustomerIDs(3)ActionsAggregation– counting,summing,etc.ofactionitems


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ReportBuildingProcessExportingtheReporttoaCommaSeparatedValues(.csv)Spreadsheet

GenerateReport

1. Click“Regenerate”onReportsHome– thispullsupthebelowscreenshot

2. Enterdesiredsort,limit,filedelimiter&timezone3. Select“On”(optional)for“RerunFunnel”to

regeneratethefunnel’scustomerlist4. Enteryouremailaddress(optional)– thisnotifies

youwhenthereportisdonegenerating

ExportReport

1. Whenthereportisdonegenerating,click“Export”2. Thisdownloadsthereportsasa.csv.Additional

analysiscanbeconductednativelyinExcelorthrough3rd partysoftware

1. Ifthereport’scustomerlistislargeandonlyasampleisneeded,limitthenumberofcustomers

2. Ifthereport’sfunnelusesfixedtimestampsandisrecentlyrefreshed,select“Off”forthe“RerunFunnel”option

3. Ifthereport’scustomerlistislessthan50,exportthepreviewofthereport

MinimizeGenerationTime


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• AnyfieldvaluethatisprovidedtoCanopyLabsviaSFTPorbuilt-inappisaccessibletobedisplayedinCustomerInfocolumns

• Note:somecustomersmayreturnblankcellsifthedataprovidedismissingvalues(e.g.somecustomersdidnotprovidetheirphonenumber)

SelectingFieldValues

CustomerInfo&TagsCustomerInfo


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“Alltagsinonecolumn”• Thiscreatesacomma-delimitedseriesoftags

basedonall tagvaluesforagivencustomerID

DisplayAllTagsinOneColumn

CustomerInfo&TagsCustomerTags

“Selecttagsasbooleancolumns”• Createsonecolumnpertagselectedanddisplays

whetherthecustomerID’sprofilecontainsthetag• Ifyes,thecellreturns“1”• Ifno,thecellreturns“0”

TagsAsBooleanColumns


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ActionsAggregationQueryingAgainstActionTypestoFindTotaledValues

ActionTypes

• Aggregatesallemailactions–receives,opens,clicks

• Thisisvaluableingaugingwhether,foraperiodoftimeleadinguptoapurchasewindow,thecustomerengagedwithemail

EmailActionTypes PurchaseActionTypes

• Aggregatesallpurchaseactions• Thisistheactiontypetypically

associatedwithfindingthe“funnelvalue”– i.e.revenue,numberofpurchases,etc.

WebActionTypes

• Aggregatesallwebactions• Thisisusefulinunderstanding

whichwebpagescustomersengagewith,andhowvaluabletheyareindrivingpurchasebehaviour


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ActionsAggregationOperators&FieldSelection

SummationofallvaluesbasedontheactiontypeE.g.Findingcustomerlifetimevalueforaspecifictimeframe

Sum1

Operator ValueAggregation

CountofallvaluesbasedontheactiontypeE.g.Findingthenumberofpurchasesforaspecifictimeframe

Count2

CountsthenumberofuniquevaluesbasedontheactiontypeE.g.Findingthe#ofdifferentproductspurchasedforaspecifictimeframe

CountUnique3

TakesthesumoftheaggregatedactionanddividesitbythecountE.g.Determiningtheaveragecustomerspend

Average4

FindstheoldestactiontimestampE.g.Ifacustomerhasmultiplepurchasesinawindowoftime,thisallowsyoutoseethefirstactioninthatwindow

Min/FirstTimestamps5

FindsthemostrecentactiontimestampE.g.Ifacustomerhasmultiplepurchasesinawindowoftime,thisallowsyoutoseethemostrecentactioninthatwindow

Max/LastTimestamps6

Operator ValueAggregation

Returnsthesmallestnumberforthegivenfield&actionfilterE.g.Lookingforthesmallestbasketsize

Min/FirstValues3

Returnsthelargestnumberforthegivenfield&actionfilterE.g.Tryingtopullthelargestorderbydollarvalue

Max/LastValues4


ApplyanAdvancedOptionsActionFilter:Referrer>contains>referrer

E.g.useregex+wildcards(*)tolookatmultiplesocialmediareferrers:

*facebook*|*twitter*|*linkedin*

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ActionsAggregationAdvancedOptions

EmailActionTypes

EngagementType

ApplyanAdvancedOptionsActionFilter:EmailAction>equals>actiontype

Note:actiontypemustbelowercase“received”|“open”|“click”

PurchaseActionTypes

• ApplyanAdvancedOptionsActionFilter:ItemProductID>regex>productIDs

• WhenyoufilterforaproductID(s),thevaluesreturnedforalloperatorsarebasedonthetotalbasketinwhichtheproductIDwascontained– nottheindividualproduct

FilterbyProductID

CampaignID

WebActionTypes

FilterbyReferrer

FilterbyPage


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ActionsAggregationQueryCheatSheet

Aim ActionType Operator Field ReturnedValue AdvancedActionActionFilter(s)

Findlifetime valueAlternatively,timeframevalue Purchase Sum Amount N/A N/A

Numberofpurchases Purchase Count Action N/A N/A

Averagebasket size Purchase Average ItemQuantity N/A N/A

#ofitemspurchase Purchase Sum ItemQuantity N/A N/A

#ofuniqueitemsbought Purchase CountUnique ItemProductID N/A N/A

Dateoffirstpurchase Purchase Min/First Action Timestamp N/A

Dateofmostrecentpurchase Purchase Max/Last Action Timestamp N/A

#ofstoresshopped*Add’lfield,notalwaysavailable Purchase CountUnique StoreNumber N/A N/A

#ofopenspercustomer Email Count EmailAction N/A EmailActionequals open

Timestampoffirstclick Email Min/First EmailAction Timestamp EmailActionequals click


ThankYou

canopy labs reports guide

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