Explore the Marketing Analytics toolset
Marketing Analytics introduces a set of advanced tools designed to help you move from surface-level reporting to deeper, more actionable insights. Watch the video below to familiarize yourself with each feature and how it supports your strategy.
Review Marketing Analytics tools at a glance
Now that you’ve seen how Marketing Analytics can power a real strategy, let’s break down the individual tools behind those decisions. Click into the flashcards below to define key features and their primary use cases; or if you already use Marketing Analytics in depth, use these flashcards to test your understanding of the core toolset.
Implement goal-based strategies for advanced marketers
Explore the tabbed gallery below to see how Marketing Analytics supports key strategies for flows, segmentation, and personalization.
Instead of relying on static flow triggers, use customer behavior to build flows that adapt to lifecycle stage, engagement, and purchase patterns.
Trigger flows with RFM segments
Start flows when customers enter key groups like Loyal or Champion to deliver targeted messaging that reflects their value and engagement level.
Prevent churn automatically
Trigger win-back flows when customers become at risk. Use timely reminders and incentives to bring them back before they disengage.
Adjust timing with cohort data
Use cohort trends to understand when customers typically return. Then align your flow timing to match real behavior instead of fixed time delays in your flows.
Build lifecycle-specific journeys
Map flows to each stage of the customer lifecycle. Use this holistic view to guide customers at every stage of the journey.
Rather than treating all subscribers the same, tailor your efforts based on customer value and behavior.
Build lookalike audiences with RFM segments
Use high-value groups like Champions or Loyal customers to create lookalike audiences and acquire more customers with similar behaviors and long-term value.
Improve retargeting by excluding likely buyers
Retarget recent browsers who haven’t purchased, and skip Loyal or Champion customers who are likely to buy on their own.
Personalize acquisition offers by segment
Tailor messaging and incentives based on RFM groups. For example, offer VIP-style messaging to Loyal customers, while using stronger incentives to re-engage At Risk groups.
Don’t simply rely on default metrics or generic messaging. Instead, customize how you measure value and deliver more relevant content.
Customize how you measure customer value
Define custom CLV and metrics that reflect your business model. This helps you save money on ad spend by prioritizing the right customers at the right times.
Personalize content with show/hide logic
Use dynamic content blocks in your messages depending on which segment people are in. Show different offers or messaging to customers based on their behavior or lifecycle stage.
Power smarter product recommendations
Use catalog insights to recommend products that are frequently purchased together or likely to be bought next. Use them in flows and campaigns to encourage add-ons, bundles, and repeat purchases.
Report building for the advanced user
Terazza, an activewear and lifestyle brand, needed a clearer way to understand what was driving customer value, product demand, and marketing performance across its business.
Expand the dropdowns below to see how Terazza tackled each goal using Marketing Analytics reporting tools and functionality. Use these examples to guide your own strategy.
Reduce unnecessary discounting with segment insights
Terazza wants to understand which customer segments actually drive long-term revenue to better prioritize spend, messaging, and retention. Using the audience performance dashboard, Terazza compares CLV across segments to uncover where the greatest opportunity is.
They are able to:
- Compare CLV across segments like Champions, Loyal, and At Risk.
- Identify which segments drive the most long-term revenue.
- Reallocate targeting, spend, and retention strategies based on segment value.
What they found:
Terazza finds that Champions and Loyal customers are already making repeat purchases without heavy discounting. Instead of continuing to offer incentives, Terazza shifts to VIP and loyalty-focused messaging. This reduces unnecessary discount spend and allows them to reallocate budget toward lower-value segments that need stronger incentives to convert.
Analyze product performance at the SKU level
Terazza wants to identify which specific products drive revenue across campaigns and flows. Using the report builder, Terazza creates a unified report that tracks revenue and order volume by SKU.
They are able to:
- Group performance by SKU to see which products drive the most revenue.
- Compare ordered product value and quantity across campaigns and flows.
- Filter reports to focus on specific products, collections, or timeframes.
What they found:
Terazza discovers that a small group of SKUs consistently drives a disproportionate share of revenue. Instead of promoting all products equally, they focus campaigns and cross-sell strategies on these high-performing items, increasing overall revenue efficiency.
Measure long-term impact of retention efforts
Terazza needs to understand the true impact of its retention campaigns beyond a subscriber’s initial purchase. Using the report builder, Terazza created a report that compares previous and current RFM groups to track how customers move from At Risk or Inactive to higher-value segments.
They are able to:
- Create a Product Performance report.
- Filter profile properties to current RFM groups are: Champion, Loyal, or Recent.
- Filter profile properties where the previous RFM groups were: Inactive, At Risk, or Needs Attention.
- Measure repeat purchases and revenue after re-engagement.
What they found:
Terazza finds that customers who re-engage through winback efforts often go on to make multiple future purchases. With this insight, they begin experimenting with winback campaign and flow content, timing, and offers to further increase long-term value from declining customers.