Understand the audience performance report
Segments are one of the most powerful tools in Klaviyo. This report allows you to compare your most important segments at a glance and uncover key insights into how each group performs relative to your broader audience: all directly within Klaviyo. Audience Performance is now the only place where you can report on customer lifetime value (CLV) by segment.
Feature walkthrough
Note: The audience performance report is available to users in 2 ways: through Marketing Analytics and the intelligence section of Advanced KDP. Since you have purchased Marketing Analytics, you will find this feature in your own account under Marketing analytics > Customer insights.
This demo video shows the feature located under CDP > Intelligence. The location in the side panel is the only difference; all feature details and capabilities outlined in the video should match what you see in your account.
Incrementally improve revenue by segment
This report illustrates your biggest revenue generation opportunities within your key segments. Follow these action steps to take immediate action around the insights you've gained from the audience comparison report.
Star and analyze your key audiences
In order for segments to show on this report, you have to “star” them. To star an audience, navigate to Audience > Lists & segments, and then click the star icon to the left of the desired audience name.
We recommend starring your RFM group segments, as well as your frequently used engaged segments and your entire active subscriber segment. Need more info on engaged segments? Check out our guide on building engaged segments.
Once you’ve starred your key audiences, choose a time range and then change the comparison metric on the report to view performance across 3 key performance indicators (KPIs):
- Placed order
- Active on site
- Added to cart
Send targeted campaigns to your highest revenue-generating segments
Your highest revenue-generating customers are the best candidates for your loyalty program, but perhaps not every member of those segments has joined yet.
Use the Audience performance report to identify the segments that generate the highest total revenue. Then, send a targeted campaign to those segments, but exclude your Active Loyalty Program Members segment. This will allow those straggling members within high-value segments to join the program if they haven’t already.
A/B test re-activation offers for low-performing segments
Sort the Audience performance report to show the starred segments generating the least total revenue at the top. Then, design a targeted campaign aimed at testing two alternative offers to see which kinds of reactivation offers work better. Send the A/B test to your lowest performing segments and observe the revenue results. In your A/B test settings, set the winning metric to Placed order rate.