Knowledge Center

Customer Insight - Value Based Customer Tab The Value Based Customer tab is designed to analyze and segment customers based on a Customer’s Lifetime Value (CLV or LTV).  LTV is perceived as a good measure for assessing the types of customers that will spend with you. There are different methods of calculating LTV, here we utilize the Recency, Frequency, Monetary value (RFM) method.

Customer Insight - Value-Based Customer tab - Creating Value-Based Custom Audiences Once you have analyzed your customer base and selected on a segmentation then you should proceed to generating a Custom Audience for your next ad campaign. The Options menu on the right hand side of the screen will control the segments that you want to choose to be part of the custom audience.  Once a segment is selected a tick will appear to right and the segment will be highlighted orange in the chart. By default when a new segmentation is generated all segments will be selected. Click on the “Create Value-Based Custom Audience” button creates a custom audience based on your selections.  This will be automatically added to your Facebook Audiences.

Customer Insight - Value-Based Customer tab - Generating Custom Segments The Options menu on the right hand side of the screen will control the data that is used for creating and displaying segments.  The segments can be controlled by selecting the options and then clicking on “Generate Customer Segment”. The system will break-down your customers into segments with the same number of customers in each.  For example, if you have 2000 customers and you select 8 segments then there will be 250 customers in each segment. Time period options: Last 30 days Last 60 days Last 90 days Last 120 days Last 1 year This Month Last Month Custom Range Customer Value Type options: Recency - customers will be segmented by when they made their last purchase.  The value at the bottom of each bar on the chart will be the mean date for that segment.  Frequency - customers will be segmented by the number of orders they have made within the period. The value a...

Customer Insight - Value-Based Customer tab - Visualizations For the whole customer set the overall average values for; Average Order Value, Purchase Frequency, and Customer Value are displayed above the chart for the selected period. Based on the selected options, the chart displays the Customer Value for each segment by one of four metrics: RFM Score - a combined score of Recency, Frequency, and Monetary Value Recency - date of most recent order within the period Frequency - Number of orders within the period Monetary Value - total combined value of all orders within the period 

Customer Insight Segment your customers based on your customers' and your business's characteristics, and create custom or lookalike audiences in Facebook with one click.  Segmentation can be rule-based (i.e. customers who purchased in the last month) or value-based (the LifeTime Value of the customer)

Glossary Term Explanation Ad Clicks The number of times an ad in a campaign was clicked CAC Customer Acquisition Cost CLV Customer Lifetime Value CPC Cost Per Click CPI Cost Per Impression CPL Cost Per Lead CPM Cost Per Mille - the cost for a thousand ad clicks CSAT Customer Satisfaction CTR Click Through Rate - the proportion of the users that were presented with the ad and who clicked on it Custom Audience Grouping of people/entities that are uniquely identified, usually by email address.  This can be passed between platforms and people recognised by their unique identifier. Impressions When an ad is fetched from its source and displayed to a user LTV LifeTime Value Lookalike Audience An audience that has been created by Facebook to be comparable in characteristics to a base custom audience Matched Audience An audience that has been created by LinkedIn to be comparable in characteristics to a base cus...

Cost Analysis - Ads List tab The Platform will get the list of available Facebook ads on an hourly basis.  To analyze the data in charts or tables it must be pulled into the system. Click on the check box for the ad data that you want to upload.  Multiple ad data can be uploaded, clicking on the check box in the header of the table will select or deselect all of the rows. Click on the “Save Changes” button to begin upload.  Be aware upload may take a few seconds.