5 Sweet Analytics Reports and Tools you must see

Some of you may already have Sweet Analytics or some other data intelligence platform on your site. Some of you may not but may be thinking you wish you had more insight on customer behaviour, rather insight in the vacuum of an individual platform or channel. Either way, hopefully this quick blog will get you either using Sweet Analytics a little more or thinking about utilising a tool like this for more powerful audience insights.

In this article I will show you my 5 favourite reports from Sweet Analytics to help you get started or give you a sneak peek into what you can expect from a tool like this.

What is Sweet Analytics?

In a nutshell, Sweet Analytics is a customer data & insight tool. “Not another tool!” I hear you sigh. No – Sweet Analytics is different in several ways.

1. It works by aggregating unlimited data sources together – everything from your catalogue requests data to your online Google Ads data, so both on and offline
2. It links users to those online and offline activities. This allows to us understand the complete customer lifecycle and the most effective interactions that drive users to convert
3. The tool constantly collects more data to enhance every customer’s profile. Better understanding of your audiences leads to better segmentation, which then means more personalised marketing for your customers.

Oh, and you can run reports from it too! On to my top 5 reports…

1. Discount Report

This report provides insight into customer behaviour around Discount Code usage. You can see orders using and not using a discount code, the value of the discounts and see the data split between New and Existing users. The Top Discounts table will give you a breakdown of the data by individual discount code, so you can see just how well your Welcome Email Discount or Payday Promotional Code offers are doing.

Almost all our clients use discount codes and offers tactically at key times of the year or key stages of a customer’s lifetime. I look at this report to get an idea of those offers that are most popular (where we’ve seen the most usage) and specifically how much Existing Customers are using discount codes.

It’s also a great starting point for thinking about testing opportunities around discount codes – for example does the offer always need to be a money off value? Or could we offer free delivery or a gift that would work as well from a conversion perspective, but potentially not eat in to margins as much.

Where do I find this in Sweet Analytics?

Click ‘Sales’ in the top navigation bar > Click Reports Explorer > You’ll see 5 report options. The one you’re after is the Discount and Shipping Report.

2. Purchasing Customer by RFM Segment

RFM stands for Recency, Frequency, and Monetary value. These metrics are important indicators of a customer’s behaviour because frequency and monetary value affects a customer’s lifetime value (the holy grail!), and recency can affect retention rates.

The Purchasing Customer by RFM Segment report uses 13 different customer categories as standard (although these are customisable), with the highest value customers called “Champions”, all the way down to the least valuable customers, “Low Spenders”. You can then see the number of customers in each segment, along with their Total Spend, Average Spend, Total Orders and Average Transactions.

It isn’t long after sitting down with a client to look at their data that I end up on this report. It tells me very quickly where there are opportunities at each end of the customer value scale. For example, I recently used this data with a client to enhance their email plan. For our “Champion” customers, we changed the email content from offer-led emails, to value-add emails (first look, first chance to buy, limited edition products) and we also built a “Champion” audience in the Audience Builder and pushed this to Google Ads and Facebook, where they could use these audiences to create look-a-like audiences from for their Paid activity, focusing budget on placing ads in front of people who look like their most valuable customers.

Where do I find this in Sweet Analytics?

Click ‘Contacts’ in the top navigation bar > Click ‘Customers’ > Click ‘RFM Summary’ and you’re in the RFM report page. My favourite table with the data by RFM segment is the third one down.

3. Purchase Gap Analysis Report

This table shows where in the sequence of a customer’s ordering these orders occurred and the gap since the previous purchase.

If we know the typical lag between purchases, we can try to reduce that time. For example, the Purchase Gap Analysis Report might tell me that there is on average 96 days between a customers’ second and third purchase. We can use email – just one channel example – to try and reduce this time lag, through a targeted send to those people who have purchased twice 90 days after their last purchase, testing a discount versus a ‘new products you might like’ message and monitoring the impact of this.  We can also use this data to inform Retargeting strategies, so it’s pretty cool.

Where do I find this in Sweet Analytics?

Click ‘Sales’ in the top navigation bar > Click ‘Sales Insights’ and you’re in the Sales Insights report page. Scroll to the table and graph at the bottom for the report.

4. Sales Variance Report

Based on historical data, the Product Variance gives an indication of the ‘make up’ of sales and compares it with the compare period to indicate the impact of changes to each of the following variables: Orders, Average Selling Price per unit, and Units per Order.

I find this report particularly interesting because it is split in to New and Existing customers. Understanding the differences between these audiences and how each buys and contributes to overall Revenue targets is often a starting point for clients when forecasting and planning for the year ahead. I can log in and see the changes in the number of New and Existing customers, their Average Order Values, and the Average Orders per Customer (AOC).

Recently I found when looking at this report with a client that the Average Order Value (AOV) for Existing customers was falling. We reviewed discount codes to these customers and looked at the mix of products they were purchasing and devised a plan for growing the AOV. We built audiences for Existing Customers and pushed these in to Google Ads and Facebook, bidding more aggressively for existing customers searching on keywords relating to higher priced products and setting up a dedicated campaign in Facebook for Existing Customers, showing them a carousel of products based on higher priced items.

Where do I find this in Sweet Analytics?

Click ‘Sales’ in the top navigation bar > Click ‘Sales Insights’ and you’re in the Sales Insights report page. The third table down is the Sales Variance report you’re after.

5. Audience Builder

Not a report, but more of a tool in Sweet Analytics, Audience Builder is where you come to create custom audiences, and it’s really easy to use!

Simply drag your chosen Filter from the Filters bar on the left-hand side and then select the metric from the dropdown box in the create panel on the right. Top tip – there is an Audience Size button in the top right-hand corner of the create panel which will tell you how many users are in the audience you’ve created, so you’re never working with too small a pot of people.

The Products Filter is a great one for many of our clients. We use this to create audiences based on customers who have brought specific products which is particularly great to up and cross sell tactics. So, for example, we may have a customer who sells bedding and sleepwear. We can build an audience of people who have purchased say, kids’ bedding, before and then target that audience with an email or paid social ad featuring kids’ pyjamas.

I know that some audience creation can be done directly in platforms like Klaviyo, but a huge benefit of Sweet Analytics is that it’s tool-agnostic, so you can push audiences into multiple tools in a few buttons clicks – tools like Mail Chimp, Google Ads and Facebook are common ones used by our clients. And don’t we all live hacks like this that can save us precious minutes in our day?!

We recently built a series of targeted audiences for a client and monitored the results closely.

• Built and used 15 unique audiences in Sweet Analytics and pushed those to Klaviyo
• Over a 3-month period
• Targeted audience emails convert at almost double that of non-targeted emails
  • 28% conversion rate
  • Almost £13,000 revenue

Where do I find this in Sweet Analytics?

In the main navigation at the top of the page you’ll see the Audience Builder button. Click that and you’ll go straight to the Audience Builder tool. Click the white ‘Create New Audience’ button in the right-hand side to get started.

So, there’s my 5 favourite reports within Sweet Analytics. Hopefully there’s at least one in there that you’re either using already or could see being helpful to your activity. I’ll finish off by saying that these are just the tip of the iceberg in terms of what Sweet Analytics can you with. I’ve used loads of different tools in my digital marketing career so far, but the thing I like about Sweet Analytics is the focus on audience-first data. There is so much in here that can help you really start to put the audience at the heart of your plans, that it’s definitely a worthwhile investment in my book – especially for those of you with active Paid campaigns live that can benefit from features like the audience creator and pushing these directly to your campaigns and then monitoring the impact.

How can we help?

Customer data and insight should form the base of your digital marketing strategy. At Infinity Nation we pride ourselves on thinking audience-first and focusing on driving growth for our clients. Our partnership with Sweet Analytics is just one way we do that.

Contact Us to discuss arranging a demo and talking more about how the data and insight from Sweet Analytics can help boost your current performance.