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

The dashboard displays:

• 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).

You must ensure that your portfolio or account mapped metrics use the following structure:

• Revenue
  • Mapped to your Placed Order event.
• Ordered product
  • Mapped to your Ordered Product event.

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

Navigate to CDP > Intelligence > 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.

Additional resources

How to use product feeds and recommendations 

How to add a product block to an email

Getting started with Klaviyo's CDP