Otter Analytics: Customer Analytics

April Lara
April Lara
  • Updated

Page Contents


Summary

Customer Analytics allows you to better understand your customer base and how many are returning customers. This report focuses on three main metrics: Total Customers, Returning Rate, and Average Customer LTV (lifetime value).


Features

Total customers

Definition: The number of customers who have ordered at least once in a given time period.

Hero Metric Card: The number and percentage change based on the time filter.

Charts, Metrics, and Tables:

  • Default: The total number of customers charted over time with a table containing columns for organization, time frame, total customers, returning rate, order count, gross sales, and net sales.

  • New vs. Returning Customers: Split data charted over time with a table containing columns for total customers, order count, gross sales, net sales, and AOV for New and Returning customers.

  • Order frequency: A bar chart displaying the number of customers per order frequency (1st, 2nd, 3rd…. 9th, 10th)

  • Channels: The total amount of customers charted by delivery platforms with a table containing columns for the delivery platform, time frame, total customers, returning rate, order count, gross sales, and net sales.

  • Locations: The total amount of customers charted by location with a table containing location, time frame, total customers, returning rate, order count, gross sales, and net sales.

  • Brands: The total amount of customers charted by brand with a table containing columns for the brand, time frame, total customers, returning rate, order count, gross sales, and net sales.

Screenshot 2023-10-12 at 3.15.18 PM.png


Returning rate

Definition: Percentage of customers in the selected time period who have ordered more than once

Metrics: percentage, percentage change based on time filter

Charts, Metrics, and Tables:

  • Default: The returning rate charted over time with a table containing columns for organization, time frame, total customers, returning rate, order count, gross sales, and net sales.

  • Channels: The returning rate charted by each delivery platform with a table containing columns for the delivery platforms, time frame, total customers, returning rate, order count, gross sales, and net sales.

  • Locations: The returning rate charted by location with a table containing location, time frame, total customers, returning rate, order count, gross sales, and net sales.

  • Brands: The returning rate charted by brand with a table containing columns for the brands, time frame, total customers, returning rate, order count, gross sales, and net sales.

Screenshot 2023-10-12 at 3.15.26 PM.png


Avg. Customer LTV

Definition: The Average Customer Lifetime Value is the average total gross sales that a customer had up until the end of the selected time period.

Metrics: The dollar value.

Charts, Metrics, and Tables:

  • Channels: The Avg. Customer LTV bar chart broken up by delivery platforms.
  • Locations: Avg. Customer LTV bar chart broken up by delivery platforms.
  • Brands: Avg. Customer LTV bar chart broken up by brands.

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FAQ

Q: What is a new customer vs. a returning customer?

A: Returning customers are your customers who have reordered in the last 90 days. Meanwhile, new customers are those who have only ordered once.

Q: What is the returning rate?

A: This is the percentage of all your customers who have reordered in the last 90 days.

Q: What is the order frequency dimension?

A: You’ll be able to tell how many of your customers order 1, 2, 3,...n times from you.

Q: How is LTV calculated?

A: Think of LTV as the size of your business, on average, with each customer. Based on your gross sales, all the previous orders of your customers ever since up until the end of the time period you selected are added up and divided by the number of unique customers.

Q: Do you recognize the same customer on one platform as the same one on another (eg. Uber Eats and DoorDash)?

A: We don’t currently support this, but you will still be able to compare your returning rate and LTV by channel accurately.


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If you need additional help or information, you can contact support via the following:

  • Chat - Our live agents are available 24/7 to help you through your Otter device. Tap the chat button on the top right corner of the home screen.
  • Telephone or SMS/text - Call or text us anytime at 1-888-681-8837 for prompt service from our support experts.
  • Email - Fill out this form and our support team will respond via email within 24 hours.

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