A quick overview to orient new users to the DTC features in Emetry.
We see the world through two lenses; Customer Segments and Geographic Maps
Your customers are divided into marketable segments based on our enhanced RFM (recency, frequency, monetary value) model. Within the model, every customer is assigned a score based on a multitude of variables that create a comprehensive understanding of the customer. Each customer's aggregated score is laid across a normal distribution model to group customers into marketable groups based on their value and relationship with your brand.
Within each customer segment, there are 10 subsegments based on customer attributes or Emetry models. Below there is a quick description of each. For a deep dive on any of the sub-segments click name. for a deeper dive.
Dødsing Point - Customer Influence Window
The Dødsing Point is a segment based metric. It calculates the number of orders for each customer segment, at which 50% of customers in that segment stop purchasing. By targeting customers at these influential times in the customer journey, your intervention can have a significant impact on a customer's trajectory.
Predictive Spend Model - Rising, Stable and Declining Customers
This model predicts how much a customer is going to spend within the next three months and compares it to the same period of the prior year. Customers are grouped into one of three buckets.
- Rising Customers are predicted to spend more in the next three months than they did in the same period of the prior year.
- Stable Customers are predicted to spend about the same in the next three months than they did in the same period of the prior year.
- Declining Customers are predicted to spend less in the next three months than they did in the same period of the prior year.
Wine Club Attrition Model - Endangered, Vulnerable and Content Members
This is a model that continually learns the behaviors indicative of cancelation for your winery and assigns each member a probability score based on the likelihood a member will cancel. Members are then grouped into three actionable cohorts based on their scores.
- Endangered Members have a cancelation probability score of 90-100% and are highly likely to cancel within the month.
- Vulnerable Members have a cancelation probability score of 60-80% and are exhibiting some behaviors indicative of cancelation.
- Content Members have a cancelation probability score of 0-50% and are exhibiting few to no behaviors indicative of cancelation.
Member Status - Member, Never Member and Ex-Member
A breakdown of the customers in each segment based on their wine club membership status.
- Members current, active, or on-hold wine club members.
- Never Members are customers who have never been a member of any wine club.
- Ex-Members are members who have canceled the wine club and currently do not have any active clubs.
In each segment, we calculate four basic segment variables.
- Account Age (Average)" is the average length of time customers in the segment have been in your system. "
- Average Orders (Lifetime)" is the average number of orders made by customers in the segment.
- Days Between Orders (Average) is the average number of days between orders for customers in the segment.
- Average Order Value is the average dollar value of orders placed by customers in the segment.
The map shows you your customers with a valid address through a geographic, time-constrained lens.
Date Range Filter
Since the map is time-constrained you only view customers who have placed an order within the date range selected.
Customer Attribute Filters
You have the ability to filter by customer segment or member status so the map only displays customers who fit the selected parameters.
Zoom in to Markets
Through the map, you can click into a state and drill down to view the density of the counties or zip codes within a given market.
Muli-Select and Export
In any of the views, you are able to select one or all of the markets to view a summary of the stats or export a list of customers within that area.