Track key metrics and insights from your loyalty and marketing efforts.
RFM Segments
Q. How are the RFM segment categories defined?
A. RFM (Recency, Frequency, Monetary) segment categories are defined as follows:
New Customers – Made their first purchase recently.
Promising Customers – Purchased recently and more than once.
Loyal Customers – Purchase frequently and have ordered recently.
Best Customers – Buy often, purchased recently, and spend the most.
At-Risk Customers – Have missed a typical purchase cycle.
Lost Customers – Have missed two or more purchase cycles.
Q. How are RFM segments organized?
A. In the RFM block, segments are displayed in columns organized by purchase cycles.
If a customer misses one purchase cycle, they are categorized as At-Risk.
If they miss two purchase cycles, they are moved to the Lost category.
The purchase cycle is specific to your store and can be found under Analytics > Business Performance
Q. What is the average purchase cycle?
A. The average purchase cycle is the typical number of days between a customer's purchases—measuring the time from one purchase to their next.
Q. Where can I find my customers' average purchase cycles?
A. You can find the average purchase cycle by going to Analytics > Business Performance.
Q. Do custom segments include orders placed before installation? For example, will a segment using "last order date is before [date]" include pre-installation data, or is that only used for RFM segments?
A. RFM segments use historical data pulled during the initial sync, so they include orders placed before installation. Custom segments, however, only include data from the date of installation onward.
Q. How often does the RFM segment grid re-sync?
A. The RFM segment grid automatically re-syncs once every day.
Q. My Marsello account isn’t active yet, but the RFM segments are showing revenue. Is this expected?
A. Yes, this is expected. The figures shown in your RFM segments before activating your account are not actual revenue. Instead, they represent the average customer lifetime value (CLV) for the total number of customers in each segment.
These values are based on historical sales data pulled from your connected integrations. When Marsello is connected, it syncs your customer database and order history, which is used to populate the RFM segments.
Q. Can I customize the information included in the RFM segments?
A. The preset rules for RFM segments cannot be changed. However, you can create custom segments based on criteria like the number of orders, total spend, and more to suit your specific needs.
Q. I’ve imported all our customers, but some big spenders are showing up in the Window Shopper segment with no order history. Why is this?
A. If customers with known order histories are appearing in the Window Shopper segment, please share some examples of this with our support team. With those additional details, the team can further investigate the issue and help to ensure the data syncs correctly.
Q. Can I delete the default RFM segments and create new ones based on my own criteria?
A. At this time, there is no option to delete the default RFM segments. However, you can create custom segments in the app based on your specific criteria.
Business Performance Analytics
Q. Can I view where new customers were added, such as in-store vs. online, in the Insights report?
A. While customer insights don’t provide a breakdown of how customers were added, you can view this information under Multi-Site Performance.
Q. Is there a way to remove specific customers, such as wholesale customers, from the revenue insights if they are skewing the data?
A. At this time, there is no way to exclude specific customers from the revenue insights. If this is a feature you are interested in, please let our support team know.
Q. Can I import engagement metrics from other third-party marketing tools?
A. Currently, there is no option to import engagement metrics from third-party marketing tools. However, if this is a feature you'd like to see, please let our support team know of your interest! 😊
Q. Does the average purchase value account for discounts on the Business Performance tab?
A. Yes, the average purchase value reflects the order value after discounts are applied, so it represents the actual revenue generated by the order.
Q. On the Business Performance page, does the average purchase value account for discounts?
A. Yes, the average purchase value reflects the order value after discounts are applied, representing the actual revenue generated by the order.
Q. How is the average purchase cycle calculated? Does the APC on the Business Performance page reflect only customers created during the selected time frame, or is it based on all customers in the database for that period?
A: The average purchase cycle (APC) is calculated by measuring the number of days between a customer's first and second purchase within the specified time frame. The data set includes only customers who made a repeat purchase during that selected period.
Q. How is customer lifetime value (CLV) calculated?
A. Customer lifetime value (CLV) represents the total amount a customer is expected to spend over their lifetime. It is calculated by:
The average purchase value
The number of purchases made per year
The number of years the customer has been active
Customer ROI is calculated as the CLV minus the cost of customer acquisition
Q. What is the average order frequency?
A. The average order frequency is the average number of orders placed by each customer over the past year.
Q. If CLV is Customer Lifetime Value calculated over 3 years, is CV the annual spend?
A. Customer Value (CV) refers to the customer's total order history, calculated as average purchase frequency x average purchase value. Customer Lifetime Value (CLV) takes the current CV and multiplies it by 3 to project the customer's value over the next three years.
Q. Why are the loyalty sign-up numbers different between "Customer Segments" and "Multi-Site Performance" for the same time frame?
A. The discrepancy is due to how the two reports track data. Multi-Site Performance shows the number of customers who made their first order at each site within the given date range, regardless of whether they signed up during that time. This means the data may include customers who signed up earlier, were imported, or created accounts via forms or other methods outside the selected date range. This report focuses on first interactions with your business.
In contrast, Customer Segments is primarily used for marketing purposes and focuses on customer behavior within specific segments.
For example, if a customer is imported in January 2024 without order history, then places an order at Site A in March 2024, they will appear as a new customer in the Multi-Site Performance report, even though they were created two months prior to the order.
Q. Where can I find my customers' average purchase cycle?
A. You can view your customers' average purchase cycle in your Marsello dashboard under Analytics > Business Performance.
Q. Does the average purchase value include all orders, including in-store orders without an assigned customer?
A. The average purchase value only includes orders with an assigned customer. Orders without an assigned customer are not factored into these metrics.
Attribution Analytics
Q. Is Marsello ROI calculated excluding the amount paid for SMS, but including SMS-generated revenue?
A. Yes, for SMS, Marsello ROI is calculated by excluding the cost of SMS but including the revenue generated from SMS.
Q. If a customer receives two emails in a week and then makes an in-store purchase, will the sale be attributed to both campaigns or just the latest one?
A. The sale will be attributed to the latest attribution event. In this case, it would be the last email the customer received.
Q. Can I run monthly reports on the total points earned by customers, points converted to rewards but not redeemed, and points converted to rewards and redeemed?
A. Yes, you can get this data from the Analytics > Loyalty Program dashboard. Set the time frame to monthly, and you’ll be able to see Loyalty points earned, Reward redemption, and Reward redemption rate. From there, you can calculate points redeemed vs. points not redeemed.
Q. Does the 10-day attribution window only work if the customer has opened and clicked an email or SMS, or just opened it? What happens if the customer opens an email and then makes an in-store purchase?
A. The 10-day attribution window applies whether the email or SMS was opened or both opened and clicked, as long as a purchase is made within 10 days of opening.
Q. Can I customize the attribution window used for my reporting?
A. Currently, there is no feature to customize the attribution window for your reporting. If this is a feature you'd like to see, please contact our support team to express your interest.
Q. I prefer to run my insights reports bimonthly (1st-15th and 16th-30th). If I send a campaign on the 14th and the customer makes a purchase on the 16th, which report will include the attribution for that purchase?
A: The send date of a campaign does not affect attribution reporting. The report will include any orders attributable within the selected date range. In this case, the attribution will appear in your second report, covering the 16th-30th.
Q. Is there a way to see which specific products were purchased under the email campaign analytics?
A. Currently, there is no feature to identify the specific products purchased through an email campaign. The email campaign analytics focus on overall campaign performance, providing insights like delivery rates, open rates, total campaign revenue and more.
Q.Are draft orders counted towards attribution?
A. Generally, draft orders are not included in attribution. However, if a draft order is marked as paid and a campaign or automation has been sent, opened, or clicked within 10 days of the order, it may still appear in the attribution reporting.
Multi-site reporting
Q. In the Multi-Site Reporting, the "New Customers" field is defined as the total customers who placed their first order at each site. Does this mean a customer could potentially be counted twice if they shop at different locations?
A: No, each new customer is counted only once in the Insights dashboard. Marsello uses the customer's email as a unique identifier and records the first time this email appears in the database, ensuring no duplication across sites.
Q. In Insight Multi-Site Reporting, does "New Customers" refer to new sign-ups or first-time purchasers?
A. The "New Customers" column refers to first-time purchasers, not new sign-ups.
Q. Is it possible to view how many new sign-ups occur each day at each location?
A.Yes, you can view the number of new sign-ups or new customers per day by location in the Multi-Site Reporting feature.
Q.: Does the "Discount Redeemed" in Multi-Site Reporting refer to all discounts, including rewards, or just marketing discounts?
A. The "Discount Redeemed" in Multi-Site Reporting refers specifically to Marsello referral and reward discounts.
Q. Can I download a site-specific loyalty redemption report?
A. Currently, there is no feature to download a site-specific loyalty redemption report. If this is a feature you'd like to see, please reach out to our support team and share your interest.
General Analytics Questions
Q. Is there a way to export Marsello analytics?
A. Yes, analytics can be downloaded. Look for the three dots (more options) next to each analytics section—clicking them will give you the option to download the data as a .csv file.
Q. How often are the analytics dashboards updated?
A: The analytics dashboards are updated every 8 hours.
Q. Are Marsello insights considered to be the last touch?
A. Yes, all Marsello attribution insights use Last Touch Attribution. This model credits the final interaction (the last touch point) that occurred before the sale. Marsello attribution looks at orders where the customer has opened or clicked a campaign within 10 days of purchase.
For example, if a customer receives an SMS, opens an email, and then makes a purchase, the SMS campaign influences the order and will show in the total revenue for that feature. However, the email campaign will be considered the last touch point, as it was the final interaction before the purchase.
Q. Is it possible to download insight reporting as a whole, not individually?
A. Currently, reports can only be downloaded individually. If this is a feature you'd like, please reach out to our support team. As a workaround, you can take a full-page screenshot to capture the reporting.
Q. Is it possible to get a report showing my sales since launching Marsello loyalty and the total discounts given in dollars?
A. It is recommended to run the sales report directly from your integration. For total discounts in dollars, our support team can help. Please reach out to the team to request a copy of the coupon redemption report and include the dates you are interested in reviewing.
Q. I've noticed my campaign open rate is 10%, but the click rate is 18%. How is this possible?
A. Yes, this is possible. It means that out of the 10% of customers who opened the campaign, 18% of them clicked a link in it.
Q. Am I able to export loyalty liability reports from my app admin?
A. Currently, there isn't a feature available to export a loyalty liability report. If this is a feature you are interested in, please contact our support team and let them know of your interest.
Q. Are manual points adjustments included in the 'points earned' and 'points spent' totals on the Analytics dashboard?
A. Yes, manual points adjustments are included in both the "points earned" and "points spent" totals on the Analytics dashboard.
Q. Can I access the unsubscribe rate for my campaigns/automation in Marsello?
A. Yes, the unsubscribe rate will appear in each analytic report for your individual campaign/automation.
Q. Is there a feature that will allow me to create my own custom analytic reports?
A. Currently, there isn't a feature that will allow you to create your own custom analytic report. If this is a feature you are interested in, please let our support team know.
Q. Is there a time delay on the new Omnichannel Analytics dashboard?
A. Yes, there may be a delay in reporting on the Omnichannel Analytics dashboard, as data syncs multiple times throughout the day.
Q. In the OmniChannel Loyalty Dashboard, is there a way to view the timeline for a selected period of time?
A. Currently, there isn’t a feature that allows you to view the timeline on the OmniChannel Loyalty Dashboard for a specific time. If this is a feature you are interested in, please let our support team know.
Q. Can I export the Marsello analytics report?
A. Yes, you can export the analytics reports displayed in your Marsello dashboard. Simply click the three dots next to the report you'd like to download, then select the option to export it as a .csv file.
Q. Is there a custom reporting feature in the app where I can view information like customer age range, location, etc.?
A. At the moment, the app doesn't offer a custom reporting feature that provides demographic information such as customer age range or location. If this is a feature you are interested in, please let our support team know.
Q. Is it possible to update the reporting to show my local currency? Currently, the reports are showing dollars.
A. At the moment, the currency symbol in all analytics reports is displayed in dollars. However, the actual number values reflect your local currency. If you'd like to see the symbol updated to match your local currency, please let our support team know.
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