Explore and Activate Customer Data with Acquia CDP’s Metrics Launchpad
Customer behavior is constantly changing at the speed of light. To gain actionable insights from all of your customer data, brands need an immediate way to digest and analyze all of their complex customer profiles.
Acquia CDP features Metrics Launchpad, giving marketers and executive teams an easy-to-interpret jumping-off point for understanding Acquia CDP’s customer data through six types of pre-built dashboards
Metrics Launchpad combines Acquia CDP’s flexibility to ingest and analyze any data that is important to a business with self-service dashboards so that marketers and business teams can get value from their customer data from the moment data is loaded into the system.
While many customer data solutions offer dashboards, those dashboards are typically set in stone to the data and parameters that are pre-built into the system. The dashboards in Metrics Launchpad are different in that any metric or attribute that is configured into Acquia CDP can be surfaced to provide relevant, important insights, giving visibility into exactly the right things for each unique business.
Additionally, other CDPs typically offer only a handful of reports, whereas Metrics Launchpad is a comprehensive reporting tool that pulls from over 100 queries for each dashboard, and each dashboard focuses on a business theme that is relevant for marketers. Dashboards can be modified by attributes as well as parameters; for example, marketers can specify aspects such as time range, transaction line, sales channel (e.g., excluding warehouse or outlet channels), customer type (e.g., corporate, commercial), regions, and so on. Other CDPs are unable to provide both the data flexibility and level of visualization that Metrics Launchpad provides.
Acquia CDP provides hundreds of important KPIs to the marketer, each of which can be fine-tuned to the exact language of any business. The Acquia CDP presents a wide range of easy-to-understand visualizations that give immediate value to marketers and serve as a logical launching point for exploring more that the data has to offer.
Let’s break down the six types of dashboards currently available within Metrics Launchpad.
1. Business Overview Dashboards
These dashboards provide a high level summary of key KPIs and other performance metrics, and they are designed to show marketers and business executives all the important things that they care about. Often, reporting tools can be overwhelming to marketers and it’s unclear where to start. The purpose of Business Overview dashboards is to provide a logical starting point that users can add to or modify. Many clients add their own custom attributes to these dashboards so that they are highly relevant to their own business.
Business Overview dashboards include:
Key KPIs & YTD Change
- Total revenue, buyer count, AOV, revenue per customer
Revenue Segments
- Key KPIs and revenue distribution
Customer Acquisition
- New customers value progression & YTD change
- Percent of new customers retained within 90/180/360 days
- Top 10 acquisition product categories
Revenue Distribution of Value Segments
Retention
- Percent of one-time buyers
- Non-returning customers by value segments
2. Customer Behavior Dashboards
Customer Behavior dashboards examine the value and behaviors of customers over their lifetime. These dashboards provide rare customer insights that can help inform what types of campaigns in the future will be most effective and that will bring in high value customers (e.g., what types of products or category offers bring in high value customers, discount behaviors, etc.).
Customer Behavior dashboards include:
Distribution of customers
- Customers by lifetime value, AOV and transaction frequency
Product categories
- Category migration from 1st to subsequent orders
- Category Count by Customer Value
Discount behavior
- Customer and transaction count by discount buckets
Transaction intervals
- Time to second order
- Comeback rate
3. Customer Acquisition Dashboards
Customer Acquisition dashboards bring a fresh perspective to customer analytics, and they are incredibly useful for marketers. These dashboards show not only the volume of newly acquired customers, but also the value that they bring in. With these dashboards, marketers can learn what stores, products, and categories bring in the highest value customers. They can measure revenue to make sure it is increasing and that acquisition campaigns aren’t overly relying on discounts. Business owners can view this information as it changes through year-to-date and quarter-on-quarter.
Customer Acquisition dashboards include:
First transaction KPIs
- New customers, first transaction revenue & AOV
- YTD & quarterly change
- % change vs. 13-24M ago
Acquisition source
- Top 10 products in acquisition
- Retention rate of top 10 acquisition categories
- Acquisition by channel
4. Product Performance Dashboards
Product Performance dashboards explore individual product performance by looking at KPIs but also examining performance during a timeframe. These dashboards are immediately actionable, because they track whether a product is trending or not now vs. two weeks ago -- so marketers can see rising and falling product specific trends, and respond accordingly with marketing campaigns. This data is also measured against customer value so marketers can understand the larger revenue impact of these rising and falling trends.
Product Performance dashboards include:
Category Mix
- Key KPIs of top 10 categories by revenue and % change vs. 13-24M ago
- Retention rate by acquisition category
- Category count distribution
- Indexed revenue for product category for revenue segments
Products
- Change in KPIs vs. 2 weeks ago of top trending & worst performing products
- Change in KPIs vs. 2 weeks ago of top trending products for high value segment
- Top 15 products in customer acquisition
5. Store and Regional Performance Dashboards
Among CDPs, Acquia CDP is unique in our ability to bridge the online/offline divide. Because of this, we can provide visibility into physical store and geographical performance in a way that other solutions cannot. These dashboards provide analysis of top performing and underperforming stores, examining the revenue per store, customer acquisition per store, customer value per store, and so on. Brands can use this analysis to help determine where to build new stores and develop their regional store strategy.
Store and Regional Performance dashboards include:
- Stores
- New/Lapsed customers per store & net gain/loss
- Top 10 & bottom 10 stores by revenue
- Top 10% stores by revenue & change vs. 13-24M ago
- Top 15 stores & top 15 best performing stores in customer acquisition
- Customer value segments in top 10 stores
- % of one time buyers in top 10 stores
- Regions
- Revenue & growth by top states
- Customer count & growth by top states
6. Performance Comparison Dashboards
One thing we heard over and over again as we were developing these dashboards is that data only makes sense when it is contextual. Performance Comparison dashboards give marketers and senior leadership insights in context, so they can compare KPIs to previous months, quarters, and years. For example, marketing practitioners need to understand month-by-month KPIs so they can adjust their campaigns accordingly, whereas business executives need to understand KPIs in year over year comparisons, to understand how to steer the business to increase revenue.
Performance Comparison dashboards include:
- Key KPIs YTD change
- Total revenue, buyer count, AOV, revenue per customer
- Key KPIs YoY quarterly comparison
- For all customers, new customers & repeat customers
- YoY monthly comparison
- For all customers, new customers & repeat customers
To keep up with the rising expectations of customer experience, organizations need to embrace the wide adoption and democratization of AI tools that are understandable for everyone, not just data scientists. Acquia CDP’s Metrics Launchpad gives marketers total visibility into their customers’ interactions and preferences in a single location, so they can orchestrate exceptional experiences backed by data strategy.
Former Senior Director, Product Marketing Acquia
