Chronotype Enrichment

This article applies to all paid subscriptions (Customer Data Studio is not available on Free subscriptions).

Chronotype data Enrichment is the process of enhancing Customer data with time-related information, such as the time of day or day of the week that the Customer prefers to interact with your website or app.

Chronotype Enrichment can help you meet your business goals via:

• Personalized marketing: By understanding when customers are most likely to interact with your business, you can tailor your marketing messages and promotions to reach them at the optimal times, leading to higher engagement and conversion rates.
• Improved customer experience: Knowing when customers are most active can help you schedule customer service resources and support staff to be available during peak times, leading to shorter wait times and better customer satisfaction.
• More effective product launches: Launching new products or services during times when customers are most likely to be receptive to them can improve their success rates and generate more sales.

In Distil, Chronotype Enrichment uses Tracking data to derive at what times customers interact with your website. To get this set up, see our article on Tracking data within Distil.

To see Chronotype options, select Chronotype under the Enrichment view, within the Customer Data Studio. Chronotype Enrichment is enabled by default.

Options

There are four options for Chronotypes:

Enable/Disable

As with all Enrichments, you can enable or disable Chronotype Enrichments using the switch at the top of the page. 

Number of Chronotype Categories

Select two, three or six Chronotype 'time of day' periods as described on the page. This option allows you to choose the level of detail you need for the time of day Chronotype. Try to keep things simple, as this will in turn simplify the process of making using the Chronotype data in Segments and elsewhere.

Assigned Day Type

Choose whether to try to assign the Customer a preferred day of the week for interactions (Monday to Sunday), or the simpler approach of identifying whether the Customer prefers weekdays or weekends. 

The option you choose here very much depends on your business and your Customers. For example, if your business is B2B, then it is likely that most of your interactions will be on weekdays. In this scenario it makes sense to have the extra granularity of identifying your Customers' preferred day of the week.

Action where not enough data

Sometimes there just isn't enough data on a specific Customer to assign a Chronotype. For example, Distil won't be able to assign a value if a Customer has not yet interacted with your organisation. Choose whether to randomly assign Chronotypes to Customers who do not have sufficient engagement data, or to set the Chronotype as Unknown for these Customers.

Attributes

Enabling Chronotype Enrichment creates a number of Attributes for each Customer. These are available wherever you see Attributes in Distil. They can be used to create Segments, appear in the Data Panel view, and can be sync'd to external data sources.  

You can read the full detail of each of these in our article on Attributes. The Chronotype Attributes are:

Assignment Type

This Attribute indicates if Distil has successfully assigned Chronotype Attribute values for this Customer. The possible values are Known and Unknown.

This may be Unknown where there is not enough event data for Distil to assign Chronotype values for a specific Customer. For example, if you have only recently enabled Tracking, and the Customer has not yet interacted with you.

If this Attribute is Unknown, then the other Chronotype Attributes will also be Unknown or undefined.

Chronotype Classification

This is the period of the day when a Customer is typically active, for example Mornings or Evenings.

In the options for Chronotypes (see above), you can select the level of detail you want Distil to report on for this Attribute. You can choose whether you want two, three or six 'time of day' periods.

Confidence Score

This is an indication of the level of confidence Distil has in the values it has assigned to the Chornotype Attributes. The more event data that Distil has, the higher its confidence will be in the Attribute values.

This Attribute is expressed as an index from 0 to 1. The higher the score, the greater the confidence level.

Day Type

This is the Customer’s preferred period in the week, for example Weekdays or Sunday.

In the options for Chronotypes (see below), you can select the level of detail you want Distil to report on for this Attribute. You can choose whether you want to report on Weekdays or Weekends, or whether you need a more detailed view  two, three or six 'time of day' periods. (Sundays, weekends, Mondays etc.)

Preferred Hour

This is the Customer’s preferred hour of day, expressed in 24 hour clock format. Possible values are 0 to 23.