Getting started with the product analysis dashboard

You will learn

Learn how to use the product analysis dashboard to understand customer behaviors related to specific product purchases and craft marketing to match these pathways. Review insights around how, what, and when products in your catalog are driving orders, and align products at the right time in the customer journey.

Before you begin

Important information about your dashboard

Report scope and data displayed
The dashboard displays the following:

• Product data from the last 2 years only.
• Only purchase events (e.g., no views, added to cart events, etc.).
• Single product views (i.e., replenishment or repeat purchases of the same product do not get matched up).

Minimum data requirements
You need at least 90 days of of purchase data to use the product analysis report.

Setting up your dashboard

To get started with your dashboard, follow these steps:

1. Ensure your integration is connected
   Verify that your ecommerce integration is properly connected to Klaviyo. 
2. Sync your catalog
   Once you have configured your integration, make sure your product catalog is synced by reviewing the information in the Products page (in Klaviyo, click the Content dropdown on the left, then select Products).

3. Map the Revenue metric to your Placed Order event
   This is the metric used to populate your dashboard. You must ensure that your portfolio or account mapped metrics have Revenue mapped to your Placed Order event.  

   Using standard integrations: If you're using a standard ecommerce integration (e.g., Shopify, WooCommerce), Placed Order events are automatically ingested and include all required data. 

   Using custom metrics or non-standard integrations: You can map Revenue to custom metrics or custom events. However, ensure that these events follow the same structure as Placed Order events or include the following parameters: product ID, order ID, price, and quantity. For more information on the recommended event structure, see the Placed Order event schema. 

4. Set up exclusions in the Settings page
   Once your dashboard is populated, navigate to the settings icon to exclude specific categories and / or products from your dashboard and next best product recommendations. Learn more about configuring exclusions here.

Strategically using the product analysis insights

• Adjust post-purchase flow timing
  Set up a flow triggered off of a purchase event and add a wait step based on insights from the Repeat purchase timing card.
• Adjust post-purchase flow content
  Set up a flow triggered off of a purchase event to promote a product recommendation from insights in the Products bought in the next order card.
• Automate recommended bundles/co-purchases
  Set up a flow triggered off of an abandoned cart event with a reminder to purchase and a product recommendation from Products bought in same cart card.
• Inform your merchandising strategy
  Identify the best products to promote together or in succession in campaigns based on Products bought in the next order or Products bought in same cart cards.

Navigating to and customizing your analysis

If you are an Advanced KDP customer, navigate to Advanced KDP > Intelligence > Catalog insights. Alternatively, if you are a Marketing Analytics customer, navigate to Marketing Analytics > Catalog insights.

By default, the cards will be blank until you choose a specific product from the Product analysis side panel on the left. You have a few options for organizing this product list by using the dropdown next to Search.

These list-view options include:

• Revenue: High-Low
  Viewing the highest revenue-grossing products at the top of the list.
• Revenue: Low-High
  Viewing the lowest revenue-grossing products at the top of the list.
• Customers: High-Low
  Viewing the most ordered products at the top of the list.
• Customers: Low-High
  Viewing the least ordered products at the top of the list.

To narrow in on which specific products are leading to certain customers behaviors, click on the product from the list or use the Search field to find it.

In the example below, when you click on the "Lilac Tote," all data and cards narrow down to information related to this product.

Reviewing the insights

Repeat purchase timing card

The Repeat purchase timing card visualizes the time between the purchase of a product and the next purchase. This card helps to provide insights into the purchasing behaviors related to certain products and allows you to craft flows and campaigns relative to when customers may make a second purchase. Additionally, you can target customers using products that have a shorter time between secondary purchases and encourage repeat shopping.

The bottom axis of the chart represents the days between the first product order and the customer’s next purchase. Please note that there is a 90-day max view limit for this.

The left axis is the number of customers who placed a second order. As shown in the example above, a little over 100 customers placed a second order on the 10 day mark.

Products bought in the same cart card

The Product bought in the same cart card lists the products purchased alongside your specific chosen product. These insights can help you identify opportunities to cross-sell, bundle products, or even offer discounts on certain secondary items at checkout.

The Products column on the left represents all specific products that customers bought in the same transaction, and the Co-purchase rate indicates the percentage of orders in which customers purchased them. In the example above, customers bought the "Mens Activewear Short-Black" in 7.1% of all transactions, along with the "Lilac tote."

By clicking on the Show button on the lower left, you can expose more products in your view. Additionally, use the page numbers and Next to flip to other pages of data.

Products bought in the next order card

The Products bought in the next order card provides a list of products that were part of the next purchase. Here, you can see which products customers purchase in a follow-up purchase. Use post-purchase flows, campaigns, or even discounts to encourage customers to return to your store and purchase the products that are highly correlated with their first purchase.

The Products column on the left shows all specific products that customers bought in the next transaction, and the Post-purchase rate indicates the percentage of secondary orders in which customers purchased them. The Median days between purchases shows the median or middle point of days between these purchases. In the example above, customers purchased the "Mens Activewear Long-Green" in 7.0% of all secondary transactions when they first purchased the "Lilac tote." There is also a median of 8 days between these 2 purchases.

By clicking on the Show button on the lower left, you can expose more products in your view. Additionally, use the page numbers and Next to flip to other pages of data.

Export to CSV

You can also export data from these cards to a CSV file. Select the Export to a CSV button on the card you'd like to export data for. This will download a CSV with the information on the card.  

Product analysis profile properties

The product analysis report creates 2 additional properties that can be found in the predictive analytics section on profiles.

Best cross-sell date

The product analysis report determines the best timing to attempt to cross-sell to profiles. The Best cross-sell date property requires customers to have made at least 1 purchase, and is based on the purchasing patterns of similar customers that have bought the same item. This is a dynamic property that updates daily, but only when a profile makes a purchase.

If there is not enough data to make a recommendation based on a product’s subsequent purchases, Klaviyo will identify the best cross-sell date based on your entire product catalog.

Build segment using best cross-sell date

You can also use the best cross-sell date in segments to group customers based on when the best time to attempt cross-selling to them is. For example, you can send a campaign with a coupon code to a group of customers with an upcoming best cross-sell date to further encourage them to purchase.

To create a segment based on the best cross-sell date, select Best cross-sell date under Predictive analytics about someone in the segment builder. 

Next best product

The product analysis report also determines the next best product for profiles based on their last purchase. As a profile continues to place orders, this property will automatically update accordingly. The following data is excluded from the next best product model:

• The first 48 hours of repeat purchase data for a profile. The first 48 hours after a purchase generally has the highest volume of returns and exchanges, and can skew results.
• Unpublished products.
• Out of stock products.
• Refunded orders.
• Cancelled orders.

If a profile does not have a recommended Next best product because they have never made a purchase, Klaviyo will display your most popular product based on the number of units sold in its place.

Using next best product in templates

To make your email sends more effective, you can leverage the Next best product profile property. You can take advantage of this profile property in email sends through the Next best product block. This product block will show each recipient the next best product they are most likely to purchase based on their last purchase.

To use the next best product, add the Next best product block to your email templates.

Additionally, make sure to configure the appearance of the block to meet your design requirements.

Learn how to style product blocks in the template editor.

Catalog exclusions

Default exclusions 

Refunded and cancelled orders are excluded from product analysis automatically.

However, there is some integration-specific behavior to note: 

• SFCC integrations
  Salesforce commerce cloud (SFCC) integrations do not support the exclusion of refunded and cancelled orders from product analysis.  
   
• PrestaShop integrations 
  Only fulled refunded orders are supported with catalog exclusions on PrestaShop integrations. A partially refunded order will not be excluded. 
• Custom integrations
  If you have a custom integration, you must have the appropriate metric mapping set up for the cancelled and refunded order metrics.

Product and category exclusions 

You can also set specific products and categories to be excluded from the product analysis report and Next best product recommendations.

To select category and product exclusions for catalog insights:

1. Navigate to the settings icon on the Product Analysis report.
2. On the Catalog exclusions card, select the product categories or specific products you’d like to exclude from the dropdowns.
3. Select the Save changes button.

It can take up to 24 hours for the exclusions to go into effect.

Action center 

The action center provides you with recommendations and key steps you should take to improve your performance and get more value from catalog insights.

To access the action center, select the Action center button on the Product Analysis page.

You’ll see key actions that you should take, in the order they should be completed. You can complete actions like building a flow directly from the action center

To hide a recommendation in the action center, select Dismiss. This will cause the item to go into the Archived tab.

Troubleshooting

If you encounter issues with your Catalog Insights reports, review the common error messages and solutions below:

If you continue to see these error messages after completing the steps above, please contact support for assistance. 

Additional resources

How to use product feeds and recommendations 

How to add a product block to an email

Getting started with Advanced KDP