Customer insights

With the actionability added in the Funnel analysis page, you can now build a segment of profiles who completed—or dropped off—at a specific point in a funnel. This lets you quickly act on insights by building segments from your funnel data without leaving the Marketing Analytics experience.

Learn about Klaviyo’s cohort analysis, including how to define a cohort and understand the data presented. The cohort analysis allows you to analyze the behavior of groups of profiles over time.

Learn how to improve your customer retention strategy with RFM segmentation by re-engaging customers at risk of churning. By analyzing Recency, Frequency, and Monetary metrics, you can identify customers who may be drifting away from your brand. You can create targeted ad campaigns designed to re-engage these profiles to maintain their interest and loyalty to your brand.

Learn how to create a nurture flow for customers in the Recent RFM group. This flow can help to turn one-time shoppers into recurring customers by automatically contacting them at key moments, and help to boost your repeat purchase rates and increase customer lifetime value.

Learn how to strengthen your relationships with your most loyal customers by creating an flow that celebrates profiles in your RFM Champions group. This flow targets those who consistently support your brand, reaching them with timely messages of appreciation and exclusive offers. This continues to solidify their connection with your brand, driving a deeper sense of community and increasing their lifetime value.

Learn how to build a churn prevention flow based on RFM properties to target customers who are extremely lapsed. Retention flows are useful drivers in helping to win back customers, reaching them at the right time with the right message. You can automatically reach these subscribers at the point in which their customer group changes, potentially decreasing revenue and churn risks.

Learn how to analyze your total conversions and revenue, including Klaviyo attributed values, via the Conversion overview dashboard. You can also review how many profiles are completing different numbers of conversions and the total revenue they represent. This dashboard enables you to optimize marketing efforts and increase conversion rates by targeting specific segments based on conversion behaviors.

Learn how to use RFM (recency, frequency, and monetary) groups to avoid over-discounting and losing potential revenue.

Learn how to use RFM (recency, frequency, and monetary) properties to target customers with product recommendations.

Learn how to build a retention flow based on RFM properties to target customers who have not recently purchased. Retention flows are useful drivers in helping to win back customers, reaching them at the right time with the right message. You can automatically reach these subscribers at the point in which their customer group changes, potentially decreasing revenue and churn risks.

Learn how to use the audience performance dashboard to analyze the performance of your audience segments and optimize them per marketing channel. The audience performance summary provides detailed information on each of your segments, their overall success per channel, and their total conversions or revenue. This information is useful for comparing which segments are performing well and which segments need to be further optimized.

Learn how to use funnel analysis reporting to review a customer’s journey with your brand and where they may potentially drop off before an action or conversion. Knowing more about where a customer may drop off is helpful in understanding where you can optimize your marketing funnel.

Learn how to use the recency, frequency, and monetary values (RFM) report to gather deeper insights into your customers’ purchasing behaviors. The RFM report provides data on how recently a customer made a purchase, how frequently they purchase overall, and how much they generally spend on individual transactions. Klaviyo then brings this data together to determine what customer group (e.g., Loyal customers) a profile most aligns with. These insights are helpful as they can optimize your marketing strategies, including how you personalize messages, how you encourage repeat purchases, how frequently you message and when, etc. Additionally, for those customers or segments who may be at risk, you can use these insights to drive winback campaigns and reduce churn.

Learn how to troubleshoot potential issues with your funnel analysis cards that may be producing errors or inaccurate numbers. This guide will walk through the main issues that arise when placing certain events together and in certain orders.

Learn how to understand the recency, frequency, and monetary scores and customer groups are derived in the RFM report.

Learn how to use RFM values and customer groupings as properties in your segments. Using RFM properties in a segment is useful for creating segment-based recommendations in your marketing content. For example, you may want to provide discounts to some of your current At Risk or Inactive customers, or use cross-selling content with customers in your Recent group.

Learn how to use RFM (recency, frequency, and monetary) properties to target specific types of campaigns and content to your customer groups. Either by using the profile properties themselves or by using a segment with the RFM properties, you can tailor your marketing even further.