Segment Insights

Learn the basics of the Nosto Segment insights

Lari Lehtonen avatar
Written by Lari Lehtonen
Updated over a week ago

Nosto's Insights provides you with ecommerce-specific insights that help you better understand your customers and their product preferences, regardless of where they are in the customer lifecycle.

Nosto segments are dynamic and updated in real-time. When online shoppers visit your site, Nosto analyzes (in real-time) if they belong to a segment or not. If yes, all of the browsing behavioural events are combined with any transactional information and reported to the relevant segment(s) to build our Insights.

Key Figures

Retailers can look at the amount of visits made by shoppers who belong to any segment for any given date range since the creation of the segment. Additionally, their key performance metrics and how the main KPIs (such as conversion rate, avg. order value, volume of orders, number of visitors, and sales) and how they evolve over time can be seen.

A dedicated panel informs the users of how a segment is being targeted onsite through different Nosto Onsite Product Recommendations and Onsite Content Personalization Campaigns.  

A customer distribution panel is available to understand the distribution of shoppers from a Customer Lifecycle perspective along with the ratio of visits, sales, and visits of shoppers both browsing your online store for the first time and returning to it.

Products, Brands & Categories

Arguably the most interesting part is what products do shoppers view the most or ultimately end up buying depending on their segment. The reporting view surfaces details such as what brand or categories your first-time shoppers prefer the most, which can for example help you to craft your marketing message for customer acquisition campaigns and re-targeting.

That and many more cases can be learned through the insights - leveraging both onsite browsing behavioral events and transactional data to understand which brands or categories yield the highest avg. order value or conversion rate, and more. All of this functionality is out-of-the-box and available for any segment! 

Location, Time & Tech

Location, time and tech includes details such as when customers convert the best and what devices they prefer along with location detail, which can reveal interesting insights of brand and category preferences as well.

Lifecycle Report

Based on its name, lifecycle report looks into pre-defined and built segments by Nosto, which are based on customers position in the lifecycle. The report helps you to define when it's best time to activate re-targeting or perhaps indicate why re-targeting is not working. The substantial value is to see how many visits and days it takes for a shopper to become a buying customer or consequently repeated or loyal customer and how many shoppers mature from a segment to another.

Note that the lifecycle report looks into data processed and customers developed during the selected time period, which is by default past two weeks. Choose a longer time period to have more holistic view of your lifecycles,especially if your site doesn't process hundreds of orders per day.

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