Insights - What are they for and how do they work

What are insights and how do they work

Insights are a set of tilesanalytics thattiles.

Insights canare bein:

in the 
• Data tab/ Insights tab with insight values for your whole customers' database
or in the
• Segment Detail/ Insights tab  with insights for each segment. 
  segment

Insights are calculated automatically for the segment or the whole database, depending on their location (Data tab or for segments in Segments tab).

It is possible to manage insights in the Setup tab/ Insights tab. 

For each tile, you can see an expanded view of the tile that is slightly bigger than an original tile, also it may contain additional data that will help you to understand the meaning of the tile. 

What insight tile contains 

Each insight tile has a similar structure, it contains:

(displayed automatically) 
for
in soon)
(displayed automatically) to
(attribute

Results

are calculated automatically for a segmented audience. Depending on which attributes/ conditions has been chosen for the insight tile, the result will vary. 
(displayed automatically) of for

Data source	For the chosen attribute. It is assigned automatically as each attribute is calculated from a particular data source.
Name of the insight (set	Name thegiven Administrationto tab)an insight.
Add to favorites button (coming	It is possible Soonto youadd or remove from favorites, that will bemove ableinsight to mark as favorite your most important insights and keep them on the top of the tab.
Expand buttonbutton	expandExpand tile to see more insights (if available) and make insight bigger.
Insight resultresult	Attribute and condition for the insight to be set in the Administration tab).tab.
Summary	Display how many customers out of segmented customers we know this attribute.

 



Remember: It is important to know for how big part of your audience, attribute your insight is referring to is known for. It can happen that the attribute is known only for a small part of your audience (less than 1 % for example), in that case, your insight will not represent all your customers. Bigger the percentage is, the bigger part of your audience that insight represents.



To learn how to set insights, please refer to this article. 

What I can learn from my insights and what I can do with that knowledge

With insights, you can quickly dive into additionalanalytics  data aboutof your segmented audience, as well as the whole customer's dataset. 

Depending on your marketing objectives and strategy it can be data connected to your revenue (average spending, max-min spending), customer engagement (highly engaged customers across the channels or within a particular channel), customer behaviour (most common URLs clicked, common locations, devices) and any other attribute that is available for your dataset.

Simply define what data matters to you, setting this up lays within clicks away. 

Knowing this will help you quickly understand your customers' behaviour that matters to you across data sources better, which will improve your marketing strategies.

You may learn about behaviour that will inspire you to build other segments for your perfect audience. 

Most common use cases:

• Checking data quality (eg. whether segment contains a lot of customers with known PII/ with permission to contact).
• Checking best channel for activation (eg. channel with the highest engagement).
• Measure campaign performance (eg. most common UTM source/medium/campaign that brings web visitors). 
• Identify the most common devices/country/OS which are useful for targeting.

Remember: Wish to learn more about insights and how you can make the most out of them? Please contact Meiro team.