Contact Profiles in Klaviyo

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Overview

Klaviyo maintains a unified contact record for each person that you have in your Klaviyo account. This means that we create and maintain a single profile for each and every one of your contacts.

So, for example, if someone is part of 3 different lists, they won't exist 3 times in your Klaviyo account. This person will simply have one dedicated profile where we will record that he/she is part of these 3 different lists.

A Complete Customer View

To view key metrics and activity for a specific contact, just search for him/her using the search bar at the top of your account -- you can search by name or by email. Once you find the person you're looking for, you will be taken to his/her unique Klaviyo Profile.

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For each person in your account, Klaviyo creates both a full timeline of what they’ve done (emails opened and clicked, website activity, support requests, purchases and more) as well as relevant personal information (basic contact information, referral data, and any other facts you know). You can view and analyze this information in different ways as you explore an individual Klaviyo Profile.

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There are three main areas of a Klaviyo profile, which are denoted by the icons in the upper right:

  1. Activity Feed
    Explore a live feed of all contact activity, filterable by metric
  2. Campaigns
    View all sent, scheduled, and skipped emails in a contact's personal inbox
  3. Charts
    Visualize a contact's engagement by exploring dynamic charts and graphs

Find a Profile ID

Every profile has a unique ID you can find by navigating to the profile and looking at the URL. Look for the six character ID as illustrated in the image below.

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Live Activity Feed & Metrics Snapshot

When you integrate Klaviyo with all of your day-to-day business tools, we are able to generate a live feed of what’s happening with your customers, subscribers, and site visitors.

Each account has an all-encompassing Activity Feed that can be found on the dashboard. Each contact's Klaviyo profile features a similar Activity Feed that captures a timeline of all a contact's interactions with your business. While the default view is All Metrics, you can choose to only view activity around a certain metric and filter these events however you'd like.

At the top of a profile, you will also see a Metrics Snapshot section. Here, you can also adjust which metrics you see. This section will quantify activity from the last 30 days as well as all-time.

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Predictive Analytics

Please note that you will only see this section if:

  • At least 500 customers have placed an order. This does not refer to Active Profiles, but rather the number of people who have actually made a purchase with your business. If this section is on a profile but is blank, this means we don't have enough data on that individual to make a prediction.
  • You have an ecommerce integration (e.g. Shopify, BigCommerce, Magento) or use our API to send placed orders. We only consider orders that have a value and where the value is greater than zero.
  • You have at least 180 days of order history and have orders within the last 90 days.
  • You have at least some customers who have placed 3 or more orders.

The Predictive Analytics section of a profile displays the contact's customer lifetime value (CLV). Specifically, this section displays the following:

  • Historic CLV
    This is the sum of all the previous purchases an individual has made.

  • Predicted CLV
    This is a prediction of how many purchases a particular customer will make in the next year. This is not an exact prediction, so in some cases, you may see an impossible number of predicted orders. For example, you may see 1.43 as the number of predicted orders for a particular customer. 

    This means we expect the customer to make one or two orders, but there’s also a chance that they'll make more or fewer. These expectations start to make sense when you group multiple customers together because you can predict the total number of orders or spend for the group. If we have five customers with a predicted number of purchases of 1.43, 0.25, 3.12, 0.78, and 2.97, we can expect approximately 9 purchases across this group.

  • Total CLV
    This is the sum of the Historic CLV and Predicted CLV of a customer.

  • Churn Risk Prediction
    The probability of a customer churning is based on their number and frequency of purchases. Each time the customer makes a purchase, their churn probability goes down (green), but as time elapses between purchases, the churn probability increases (red), with a medium churn risk represented in yellow. 

  • Average Time Between Purchases
    This is an average of the number of days that have elapsed between each of a customer's purchases.

  • Order Timeline
    This displays the customer's order history. You can hover over each tick to see the amount and date of the purchase.

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Klaviyo automatically builds a CLV model using your company’s data and retrains the model at least once a week. While no one can predict the future with absolute certainty, predictive analytics are a powerful tool for optimizing marketing spending and personalizing customer communication. However, predictions work best when averaged over many customers and are not expected to be exact for any single individual. While some individuals will spend more than their predicted CLV and some will spend less, as a whole they will average each other out. 

For information on how to segment by CLV and export this data, check out our help article. For more information on how predictive analytics are calculated, check out our blog post.

Lists & Segments

Below the Predictive Analytics section, you will see a Lists & Segments section that shows all the lists someone is subscribed to and the segments someone is a member of. For each list someone is subscribed to, you can manually unsubscribe him/her by clicking the Remove link.

If you hover over any list or segment in this section, a small tooltip will appear that displays the "added on" date.

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Contact Data & Information

The other two main sections you'll see when checking out someone's profile are Contact and Information.

The Contact section is automatically populated by Klaviyo. If you click Edit, you can update someone's general contact and social information. You won't be able to edit someone's location or timezone information, however. To learn more about how Klaviyo populates this location information and keeps it up-to-date, click here.

The data found in Information is also automatically populated. Here, you will find the following:

  • Klaviyo-assigned First Active and Last Active dates
  • Any custom properties that have been added to the profile
  • How They Found You information that is populated by Klaviyo based on available web tracking data

Learn more about this Information section here.

Coupons

The coupons section contains information about coupons and coupon codes a customer has received. This section won't appear if a customer has not received any coupons.

If you need to resend a coupon to a customer, you can use the information in this section to resent the same coupon or unique coupon code.

The Personal Inbox

If you click on the paper plane icon in the upper right-hand corner, you will be taken to the profile's personal inbox.

Here, you can review all scheduled, sent, and skipped emails. You will also see a Send Email button -- from someone's inbox, you can also design and send a personal email to him/her.

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  • In the Sent tab, you will see the status of each email, as well as whether an email has been opened or clicked
  • In the Scheduled tab, you will see the "scheduled at" date as well as the email's status
  • In the Skipped tab, you will see all emails that were initially queued up for this person to receive, but did not send; you will see a "processed at" date, as well as a status that reveals the reason why the email was skipped

You can easily differentiate campaign and flow emails here because campaign emails will be identified by the campaign name (see, "Test nice reply from phone 3" in the above example). For flow emails, however, you will see the format Flow Name / Flow Email Name where both are hyperlinked.

The Chart View

If you click on the chart icon in the upper right-hand corner, you will be taken to a section where you can more deeply analyze a contact's engagement around available metrics. This chart view has the following features:

  • Metric adjuster
    You can filter your view to see data around any metric you choose
  • Timeframe selector
    You can select your own timeframe for analysis by picking a start and end date
  • Scale view
    You can adjust your chart to show daily, weekly, or monthly data
  • Advanced Filters
    Explore the Advanced Filters option here to refine the data you see around your selected metric

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Delete or Merge Profile 

Below the Information section are links to delete someone's profile entirely from Klaviyo or merge the current profile with another profile.

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You would only want to merge two profiles if you realize the same contact in your Klaviyo account has two different profiles with two different email addresses; merging will result in only one profile, with one email address, for the contact. The unique ID of the most recently updated profile will be maintained.

Deleting a profile will remove the profile from Klaviyo completely and permanently delete all data associated with the profile. Neither deleting nor merging profiles can be reversed.

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