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  1. What are the definitions of the segments within the CDP? Are there explanations / definitions for each of them? e.g. how are Klaviyo determining the “inactive” segment?
     
  2. How complex is it to use the CDP to build flows based on repeat purchases through the “predictive model” - is it possible at all?
     
  3. How can we learn more about our customers? We’re trying to understand whether we have certain customer cycles around purchasing e.g. if certain customers only shop with us every 6 months or yearly. Is it possible to do this within Klaviyo?

Thanks! 

Hi! Great questions, I hope this helps: 

  1. Here’s a full breakdown of the how customers are sorted into the Klaviyo CDP’s RFM cohorts, as well as short descriptions: https://help.klaviyo.com/hc/en-us/articles/17797937793179 -- remember that you can also customize the scoring model on the RFM analysis page (help doc here: https://help.klaviyo.com/hc/en-us/articles/17797889315355)
  2. Klaviyo’s predictive analytics can help mitigate churn, especially using our predicted date of next order to trigger a flow (more resources here: https://academy.klaviyo.com/en-us/courses/mitigate-churn-with-predictive-insights-and-custom-clv/1791769).
    1. Beyond that, we strongly recommend developing post-purchase sequences based on insights from the Klaviyo CDP product analysis, including timing and likely follow-up purchases -- read up on it here: https://www.klaviyo.com/blog/level-up-post-purchase-behavior-strategies-product-analysis.
    2. Keep an eye on this space! In the next few months, we’ll be launching more ways to trigger flows that drive repeat purchases. 
  3. To learn more about customer purchase cycles, here are a few ways to get started:
    1. The RFM analysis provides a great median performance chart, where you can drill into the typical purchase behavior of each cohort (which is ultimately how we recommend grouping customers based on their purchase behavior).
    2. Another way to look at seasonality of purchase behavior is the conversion overview dashboard -- you can now filter by segment, so you can see trends over time, as well as repeat purchase volume and average order value: https://www.klaviyo.com/blog/klaviyo-conversion-overview-dashboard
    3. Keep an eye on this space too! We’re launching a cohort report that will help you visualize customer behavior over time, such as when someone returns to purchase after an event like subscribing to email or a prior purchase. Here’s a webinar recording where we highlight some examples of how it’ll work: https://www.bigmarker.com/klaviyo-marketing/Klaviyo-CDP-new-features

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