Explanation of Analyses & Data
In this manual we
explain how to use the analyses, reports and data available in Loyalista. Furthermore, we describe the
calculation of the given key figures and summarise where you can find which data.
Data
In your Loyalista
user account you will find data about your loyalty program and your customers in many places. Data helps you
to analyse and continuously improve the use of your loyalty program. In this guide, we will focus more on
the analyses and key figures and less on the raw data, but Table 1 gives you an
explanation of the raw data.
Data | Document |
Customer overview | |
Orders from
individual customers | |
Point balances from
individual customers | |
Points history from
indiviual customers | |
Overview of each
merge request | |
| Order overview | |
Address data from
individual customers |
Table 1
Analyses
Loyalista generates
evaluations for you with the help of the data described. You can view these evaluations
under Dashboard. You can determine yourself which key figures you want to see at which
intervals and in which time period.
Data Points
In the centre of
your dashboard you will find four data points that show you the current value for the respective key
figures. Table 2 explains the displayed key figures.
Key Figure | Explanation | Interpretation / Value Add |
Total Redeemable Points | Indicates the total number of redeemable points of your customers, i.e. the total number of points of your customers that are neither blocked nor expired. The total number of redeemable points of your customers can also be negative under certain conditions. This is also taken into account in this display. | High: Many points are currently ready for
redemption. Low: Few points are currently available, e.g. because they have already been redeemed or are still in the blocking period. Benefit: Overview over the currently available redemption potential. |
Total Locked
Points | Indicates the total number of all locked points of your customers,
i.e. the total number of points of your customers that are neither redeemable nor
expired. | High: Many points are currently still in the
blocking period. Low: Few points are currently locked or many points have already been released. Benefit: Assessment of how many points can become redeemable in the near future. |
Total number of point accounts | Indicates the total number of your customers who are currently
enrolled in your loyalty program. Customers that you have manually set to inactive
are also taken into account here. | High: Wide interest in the
program. Low: Potential in acquiring customers for the program. Benefit: Measuring the growth of the customer base. |
Total Value of
Points | Indicates the value of
all points of your customers, i.e. the sum of the value of all locked and
redeemable points. The value is calculated as
follows: (Locked Points + Redeemable Points) * Value of One Point = Total Value of Points | High: High financial volume tied up. Low: Low financial provisions required. Benefit: Accounting overview of liabilities. |
| Inactive Customers | Customers who have not shown any activity for more than 90 days. Activity only includes: ordering, redeeming, or manual point movement. Birthday points do not count as activity. | High: High risk of churn. Low: Healthy, active customer base. Benefit: Reactivation through targeted marketing measures. |
| Sleeping Points | Sum of points per customer that have not shown any movement (collecting or redeeming) for more than 90 days. | High: Many points are currently not being
actively used. Low: Points are regularly moved or redeemed. Benefit: Identification of customers with unused redemption potential. |
Table 2
Bar Chart
In the bottom left corner you will find a bar chart. With the help of the bar chart, you
can look at certain key figures in a self-selected time course for a self-selected interval. In the
header of the bar chart you have three drop-down menus to make the adjustments as described. Table 3
explains the meaning of the ratios and how they are calculated.
Key
Figure | Description | Calculation |
| Points collected | Indicates the number of points collected
within
the selected interval. Interpretation: High: High engagement; risk for provisions. Low: Low program usage. Benefit: Success control of actions. | |
Points redeemed | Indicates the number of points redeemed within
the
selected interval. Interpretation: High: Active customer loyalty; reduction of liabilities. Low: Low incentive for redemption. Benefit: Measuring program dynamics. | |
| Points refunded | Indicates the number of points that have been credited
back
through cancellations/credit notes within the selected
interval. Interpretation: High: Many returns or goodwill bookings. Low: Stable purchasing processes. Benefit: Quality control. | |
Total number of points collected | Indicates the total number of points collected at
the
end of the selected interval. Interpretation: High: Long-term growth; program maturity. Low: Program in start-up phase. Benefit: Overview of the total volume. | Total number of locked points + Total number of
redeemable points + Total number of redeemed points + Total number of
expired
points |
| Registrations | Indicates the number of registrations to your loyalty
program within the selected interval. Interpretation: High: Successful marketing. Low: Need for optimization in user approach. Benefit: Growth control. | |
Deregistrations | Indicates the number of unsubscriptions from your
loyalty program within the selected interval. Interpretation: High: Dissatisfaction or lack of added value. Low: High customer loyalty. Benefit: Alarm signal for program optimization. | |
| Total participating customers | Indicates the total number of participating customers
in
your loyalty program at the end of the selected
interval. Interpretation: High: Large reach. Low: Small customer base. Benefit: Scaling metric. | Total number of registrations – Total number of deregistrations |
Redemption Rate | Indicates the ratio between points collected and
redeemed within the selected interval. Interpretation: A higher value shows that collected points are redeemed more frequently. A low value can indicate that points are collected but rarely used. A reference value for many loyalty programs is around 60%. Benefit: Core metric for attractiveness. | Points redeemed / Points collected |
| Total Revenue of participating customers | Sum of the turnover made by all customers
participating in
the bonus program in the selected period. Interpretation: High: Participating customers achieve high turnover in the selected period. Low: Participating customers achieve rather low turnover in the selected period. Benefit: Assessment of the economic contribution of your loyalty program. | Sum of all revenues |
| Repeat purchase rate | Indicates the percentage of customers who made more
than one
order in the selected period, in relation to the total number of active
customers. Interpretation: High: High loyalty. Low: Many one-time buyers. Benefit: Benchmarking for loyalty intensity. | (Customers with >1 order / active customers) * 100 |
| Average order frequency | Indicates how often a customer participating in the
loyalty
program has placed an order on average within the selected
period. Interpretation: High: Short repurchase cycles. Low: Sporadic purchases. Benefit: Planning the contact frequency. | Total number of orders / active customers |
| Points per order | Indicates how many points were awarded on average per
order. Interpretation: High: High shopping basket value or generous points allocation. Low: Low incentive per purchase. Benefit: Fine-tuning the rewards. | Assigned points / orders |
| Active Redemption Users | Indicates the number of customers who have made at
least one
redemption within the selected period. Interpretation: High: Many customers use benefits. Low: Redemption hurdles too high. Benefit: Assessment of how many customers actually use your redemption options. | Customers with >= 1 redemption |
| Breakage Rate | Indicates the percentage of expired points in relation
to
points collected. The key figure is only calculated if points were collected in
the
selected period. Interpretation: High: Unplanned program relief, but potential for disappointment. Low: High point relevance. Benefit: Financial planning aid. | (Expired points / points collected) * 100 |
| Average point balance per customer | Indicates the average available point balance per
active
customer. Interpretation: High: Active customers have many redeemable points on average. Low: Active customers have rather few available points on average. Benefit: Assessment of how heavily your loyalty program is currently loaded with redeemable points. | Available points / active customers |
| Sleeping points | Sum of the points that have not shown any movement
(collecting or redeeming) for more than 90 days. Interpretation: High: Unecomonic capital lock-up. Low: High point circulation. Benefit: Trigger for reactivation campaigns. | |
| Inactive customers | Customers who have not shown any activity for more
than 90
days. Activity only includes: ordering, redeeming, or manual point movement.
Birthday
points do not count as activity. Interpretation: High: Churn threatens. Low: High customer activity. Benefit: Target group for recovery. |
Table 3
In particular, the key figure Redemption Rate tells
you how
much your customers are connected to your loyalty program and your brand. The
average Redemption
Rate of all
companies and loyalty programs is estimated at 60%. You should aim to achieve a
Redemption
Rate that is as high as possible for your loyalty program.
span style="">The values within the filter for the interval depend on the value set in the
filter for
the period.
Table 4 shows you the respective
dependency.
The values within the filter for the interval depend on the value
set in the filter for
the period. Table 4 shows you the
respective
dependency.
Values
Period | Values
Interval |
Total Period | Yearly Quarterly Monthly Weekly Daily |
Last Year | Yearly Quarterly Monthly Weekly Daily |
Actual Year | Yearly Quarterly Monthly Weekly Daily |
Last Quarter | Quarterly Monthly Weekly Daily |
Actual Quarter | Quarterly Monthly Weekly Daily |
Period | Interval |
Last
month | Monthly, Weekly,
Daily |
Last 3
months | Monthly,
Weekly,
Daily |
Last 6
months | Monthly,
Weekly,
Daily |
Last
year | Monthly,
Weekly,
Daily |
Custom
interval | Monthly,
Weekly,
Daily, Hourly |
Table 4
Example 1
Period: Last Year
Interval: Monthly
You get a bar for each month of the past year (Jan – Dec) with the value
for the selected
key figure. The actual months are thus compared with each other.
Example 2
Period: Last Month
Interval: Monthly
You get a bar for each month of the past month with the key figure
selected. In this case, you
only get one bar with the corresponding value.
If you
select a combination of time period and interval
in Table 4 where the
interval is not
printed in bold, then the values
within the selected
time period are added up according to Table 5.
Interval | Sum
of |
Monthly | Months Jan –
Dec (Sum of all
Januarys within the period = value January, sum of
all Februarys
within the period = value February, etc.). |
Weekly | Weekdays Mon
– Sun (Sum of all
Mondays within the period = value Monday, sum of all
Tuesdays within
the period = value Tuesday, etc.) |
Daily | 1st of the
month – 31st of the
month (Sum of all 1st days of the month = value 01.,
sum of all 2nd
days of the month = value 02., etc.) |
Table 5
Example 3
Period: Last Year
Interval: Weekly
You get one bar for each day Mon – Fri. Here, the values from
the last year are
added up for each individual weekday and the weekdays are
compared with each
other.
Example 4
Period: Last Quarter
Interval: Daily
You get one bar for each day from 01. of the month to 31. of
the month. Here, the
values from the last quarter are added up for each day of the
month and the days
are compared with each other.
Top N Customers
In the bottom right corner
you will find a table in which you can
display your top customers for each of the key figures. 'Top'
refers here to the
purely descending sorting by the respective KPI value (e.g. most
points
collected), not to a qualitative assessment. Three filters are
also available
for the table, with the help of which you can make adjustments
to the table. You
can choose how many of your top customers are displayed; you can
choose between
Top 5, 10, 15, 25 and 50. In addition, you can determine a time
period as
already described in Table 4 determine. The
available key figures can be found
in Table 6 take.
Key
Figure | Description | Calculation |
Points
collected | Indicates the
number of points
that were collected within the selected
period. Interpretation: Identifies customers with the highest collection engagement. Benefit: Focus on top collectors. | |
Points
redeemed | Indicates the
number of points
that were redeemed within the selected
period. Interpretation: Shows customers with the highest reward interaction. Benefit: Identification of loyal redeemers. | |
Points
refunded | Indicates the
number of points
that were refunded again within the
selected time period
through cancellations/credit
notes. Interpretation: Hint at high return rates or targeted goodwill credits. Benefit: Process analysis. | |
| Total Revenue of participating customers | Sum of the
generated turnover per
customer in the selected
period. Interpretation: Identification of the most valuable customers (Revenue Champions). Benefit: VIP care. | |
| Average order frequency | Shows the number
of orders per
customer in the selected
period. Interpretation: Identification of regular customers with a high purchasing frequency. Benefit: Timing of offers. | |
| Points per order | Shows the points
awarded on average per
order for the respective customer. Only
customers with at least
2 orders are taken into
account. Interpretation: Shows customers with a high average order value or efficient points awarding. Benefit: Performance check. | |
| Active Redemption Users | Shows the number
of redemptions per
customer in the selected
period. Interpretation: Shows the most active redeemers among the top customers. Benefit: Campaign profiling. | |
| Sleeping points | Shows the sum of
points per customer
that have not shown any movement for more
than 90
days. Interpretation: Identification of top customers with unused credit. Benefit: Reactivation trigger. |
Table 6
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