Daily Insights: Customer Segmentation Tuesday

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Great businesses understand who their customers are, and Customer segmentation is one of the most important tools any business has at its disposal. Segmentation is at the heart of many business fundamentals, yet it can be quite complex to implement and so this vital technique can be overlooked. 

In Distil, Segmentation is made very easy. Built in A.I. Segments get you started, and then you can use the Segmentation tool to create, monitor and activate your own Segments using Attributes from any source of Customer data within your business.

Customer Segmentation Tuesday is designed to get you started down the road of understanding who your Customers are by describing the key attributes of your most important segments as well as monitoring how those segments are changing over time.

You will need to have implemented Tracking to gain full value from this insights card.

If you've come to us via the free Shopify App, then note that while you will see insights card described on this page, you won't have access to Distil's other powerful segmentation tools until you upgrade your subscription. Get in touch to discuss or book and appointment.

If you're looking at this insight card via Distil (and not via Shopify), then you will see some additional information at the top of the page. For a guide to this information, read our article on Daily Insights. Remember that the information at the top of the page is current now (as you view the page), while the information in the card is current as of the date of the card.



Customer Segments

Customer Segmentation Tuesday presents you with five of your most important segments:

  • Active Customers: Customers who are currently engaged with your business via your website, app or Shopify store. They have visited or bought something from you within the last 90 days.
  • Active Customers At Risk: Customers who are currently Active but are becoming less so and thus in danger of becoming Lost. It costs a lot to acquire a Customer and plugging the leaky bucket is often cheaper than filling it. So don’t just monitor the Segment size, use Distil to push this Segment into your marketing tools and get these people a special offer! 
  • High, Average and Low Value Customers. What is the difference between your High, Average and Low Value Customers? Are they being lured by a different leading purchase, are they visiting and interacting with your content more, or coming via a different marketing channel? This card describes the most common points of difference between these critical segments and starts the work describing these Customers to you.

If you want to learn more about how Distil's AI works to tag Customers like this, then head over to our article on AI Segments. For more detail on specific tags, search for the tag (e.g. At Risk Customers) in our article on Attributes.

Metrics in this Card



# Active Customers

This is the number of Customers who have been seen in the last 90 days, either by visiting your platform or making a purchase.

These Customers will have either of the A.I. Attributes Engagement Recency or Purchase Recency tagged with any value of 90 days or less.

Active Customers Value in last 12 months

The total order value of all currently Active Customers in the last 12 months. 

# Active Customers at Risk of Leaving

The number of Customers who are Active (see above), and also At Risk of churning and becoming lost.

These are Customers for whom the A.I. Attribute Risk of Leaving is High Risk, and who have interacted with your platform in the past 90 days.

These Customer have not made a purchase in the last 90 days, but they have made at least one purchase between 91 and 365 days ago, and at least one purchase more than 365 days ago. They have also interacted with your platform in the past 90 days.

Active Customers at Risk of Leaving Value in last 12 months

The total order value of all Customers at Risk of Leaving in the last 12 months. 


Customer Segments; 

Active High, Average and Low.

These Segments contain Customers who are currently Active and who have High, Average and Low spend respectively.

The most common describing characteristics of each of these Segments is then presented below to give you an idea as to the type of Customer in each. Far more detailed attributes can be explored using the Distil Analytics Portal - these common attributes are a great place to start.

High Value Customers have an A.I. Customer Value tag of either Best or High. Average and Low value Customers have an A.I. Customer Value tag of Average and Low respectively.


The number of Customers currently in this Segment.

Avg. LTV

Average Lifetime Value is calculated by first working out the Average Customer Value, which is the Average Order Value * Average Number of Orders for each Customer,  and then multiplying by the Average Lifetime of a Customer.

% of Active Customers

The percentage of currently Active Customers who are in this Segment. 

New Vs Repeat

The percentage of Customers in this Segment who are New vs Repeat Customers. A repeat Customer is one that has placed more than one order. 

Number of Purchases

The average number of orders placed by Customers in this Segment.

Average Order Value

The average order value of Customers in this Segment.

Purchase Frequency

The average purchase frequency of Customers in the Segment. I.e. For repeat Customers, how many days apart do Customers on average place an order.

Visit Frequency

The average visit frequency of Customers in the Segment ie. for repeat visitors, the average time gap between sessions.  

Top Marketing Channel

The Top Marketing Channel; i.e. Social, Paid, Search. This is the channel most frequently associated with sessions that can be attributed to Customers in this Segment. 

Leading Purchase

The most common first purchase of Customers in this Segment. 

Top 5 Products

Diving deeper into the purchases of Customers in this Segment, the top 5 products that are purchased by Customers in the Segment. 


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