About
The Order Value Uplift Model focuses on the Monetization phase of the customer lifecycle by comparing the number of items added to the cart and revenue per item added to the cart with site-wide averages.
Why
Email list monetization is a complex process influenced by various factors such as pricing, discounts, and customer readiness to buy. By modeling shopping metrics closely tied to revenue, email marketers can identify which products should be promoted with price discounts and which should not.
How
The Order Value uplift model is based on two key metrics: Number of Items Added to Cart per Session, as an indicator of product relevancy to the shopper, and Revenue Per Item Added to Cart, as a bottom-of-the-funnel metric of email revenue results.
The model is displayed in a familiar quadrant chart format, modified to simultaneously showcase insights from two key metrics.
Persuadables: This key group of email campaigns has the average number of items added to cart below the site-wide average and revenue per item added to cart above the average. These campaigns could generate significantly more revenue if the emails were more relevant to targeted audience.
Lost Causes: These email campaigns underperform across both key metrics, indicating that a major overhaul of the strategy is necessary.
Sleeping Dogs: This group of email campaigns successfully drives the number of items added to cart but underperforms in generating revenue. This indicates a need for improved product discovery and enhanced personalization of the shopping experience.
Sure Things: These campaigns excel in both key metrics. Merchants should analyze these successful examples to understand what works and replicate these strategies in future campaigns.
What
The Order Value uplift model provides a big-picture view of the entire email channel while allowing you to dive into multiple layers of data with simple mouse click-throughs to analyze individual campaigns and products.
Unrealized Gains: An estimate of the additional revenue a brand can achieve by improving the score to be on par with the site wide averages.
Dropdown Menus: Enabling mix-and-match product and campaign insights.
PRIMARY MENU
Campaign Insights: Enables you to analyze the performance of your email campaigns.
Product Insights: Enables you to analyze individual products.
SECONDARY MENU
Entire Site (Product Insights only): Enables product performance analysis in your online store.
Email Channel: Shows campaign or product performance for the entire email channel.
Campaign Uplift Group: Shows campaign or product performance for the uplift model group of email campaigns.
Campaign: Shows campaign performance or the performance of products belonging to a specific campaign.
Note: To speed up access to specific campaign insights, you can start typing the campaign name, which will prompt a dropdown box to act as an autocomplete search box.
Chart: Quadrant chart using Item Add-toCart per Session and Revenue per Item Add-to-Cart as the x-y axis. Bubbles are proportional to the number shoppers.
Info Panel:
About:
LIST: A short description of what’s visually presented
INSIGHTS: An explanation of the insights and what can be done to improve it.
About: A list of actions users should consider taking next.