Custom segments: best practices Custom segments: best practices

Custom segments: best practices

Tyler Yannes Tyler Yannes

Outline:

What this guide will cover

  • Quick overview of the Segments dashboard; use this guide to better optimize the Segments dashboard with custom created segments
  • Understand the Segments dashboard's value with and without custom segments applied
  • Offer best practices and recommendations on how to maximize the value of custom segments and the Segments dashboard including:
    • Seeing how Surprise and delight and cancel flow impacts retention
    • Comparing metrics by subscription created dates
    • Tracking how actions are impacting revenue and retention
    • Identify what products are combined with certain other products
    • Gain insights into what products are added and removed over time

Using Segments

Skio’s newest data platform dashboard, Segments, is an incredibly powerful resource that ties together the different features in Skio to provide insights on subscription behavior in your store. What makes this dashboard particularly powerful is being able to create custom segments of subscriptions based on specific conditions and filtering the entire dashboard’s metrics to only target these subscriptions.

Please make sure to read through the entire Segments dashboard guide to understand the fundamentals. This guide will build on top of that information so it’s important to have a good foundation. 

Helpful context

Skio Segments is a two-in-one offering: a data dashboard and a new feature. The dashboard itself works regardless of whether you filter for a custom segment, but leveraging custom segments takes the dashboard to new heights allowing you to filter your data in robust ways.

Please make sure to read the “Understanding the date selector” section. Understanding how the date selector works is foundational to leveraging advanced analytics with custom segments. 

Think of a custom segment like a really powerful filter. Without a segment filter, the dashboard still works. When a custom segment is applied in the filter at the top of the dashboard, all the metrics on the dashboard will be filtered to only target the subscriptions that are in the custom segment. 

The Segments dashboard provides data on:

  • Subscription KPIs
  • Audit log actions 
  • Products
  • Shipping intervals
  • Retention

Understanding the date selector

If there’s one thing to take away from this guide, it’s understanding the date selector. Without a good grasp of how this time dimension works, creating custom segments can lead to unintentional information and data. 

The date selector is used for all metrics on the graph except for the retention graph at the bottom of the dashboard. The retention graph will filter for subscriptions in the segment, but without a segment filter all subscriptions will be shown regardless of the date range selected.

By default, Skio will select the last 30 days for your store but you can select any range you want. The date range will include all subscriptions in your store in the date range, orders processed by those subscriptions, revenue from those orders, KPIs calculated by those orders, actions taken in the date range, and shipping intervals of the subscriptions in the date range.

Here’s a quick overview of how the date range impacts the dashboard:

  • KPIs
    • Active subs: This metric is the count of active subs on the last day of the date range; this is not the count of total subs that were active at one point in the date range
    • Cancelled sub count: This is the total count of subscriptions that cancelled in the date range
    • Subs created: This is the count of subscriptions that cancelled in the date range
    • Revenue generated: This is the sum of revenue generated from orders in the date range
    • Orders processed: The sum of orders processed by subscriptions in the date range; this includes both checkout orders and recurring orders
    • % subs cancelled: The number of subs 
    • AOV: Average order value of orders that processed in the date range
    • ARG: Average revenue generated per subscription in the date range that had an order processed
    • AOC: Average order count of subscriptions that had an order process in the date range
  • Audit logs
    • The total number of actions performed in the range selected
  • Products
    • The products of all subscriptions in the date range; active quantity is the only column that uses the last day of the date range for its calculation
  • Shipping intervals
    • The shipping interval distribution is for all subscriptions in the date range, broken up between subscriptions that are still active (last day of date range) and subscriptions that have been cancelled
  • Retention
    • Remember the date range doesn’t apply to this graph

If you want to target subscriptions created in a specific period, create a custom segment and use the subscription creation date condition. After creating this custom segment, you can then use the date range to look at any metric for only those subscriptions in the date range selected. Combining these two can be a powerful way to identify subscription behavior over time for a select number of subscriptions.

As of right now, Segments are static lists. You can run a sync to update the segment to add in and remove subscriptions that no longer meet the conditions you are using for that segment. We’re working on adding dynamic segments soon!

Recommendations

Below is an overview of what this dashboard provides with and without segments. 

Using the dashboard without Segments

By default, the dashboard will look at all subscriptions in the date range. Without a segment applied, this dashboard is still incredibly powerful and doesn’t need a custom segment to leverage actionable insights.

Audit logs table

The audit logs table will provide a complete breakdown of all actions tracked in Skio’s audit logs. Use this table to see the actions your subscribers are taking on their subscriptions in a date range.

Rather than only providing the count of actions, the Segments dashboard ties each action to 3 important KPIs: Average order value, Average revenue generated, and average order count. Each of the 3 KPIs is calculated by splitting up all subscriptions into 2 groups: subs that had the action performed and the subs that didn’t have the action performed. This allows you to see the direct impact of how these actions are impacting the 3 KPIs. 

The 3 metrics in this table are also provided in the KPIs section at the top of the dashboard, but note that the KPIs section is a calculation of all subscriptions in the date range. The audit log splits subs out based on whether they had the action performed so these metrics will not match.

 

Products table

The products table provides a breakdown of all subscription products found in subscriptions in the segment selected. Remember that “All subscriptions” is the default segment and does not filter for any specific condition.

Products in Skio’s database are defined as subscription lines. This table provides a breakdown of subscription lines, not just subscriptions. If a subscription has 2 products, each subscription line (product) will appear in the table as their own row. 

The Added and Removed columns provide information on products added or removed to subscriptions. When a subscription is created, subscription lines are also created. However, this table provides insight into all subscription lines created for subscriptions which means these two columns show products added and removed to subscriptions over time.

Shipping intervals

The Segments dashboard provides two shipping interval distribution charts, one for the subscriptions in the segment that are still active and another for subscriptions that have been cancelled. Compare the two charts to find insights into whether certain shipping intervals are impacting cancellations!

Retention graph

The retention graph is pulled from our Cohort dashboard to provide insights into retention status by month and order count. This graph does not get filtered by the date range. See below on how to utilize this graph with segment filters to see how certain actions and events impact retention!

Applying custom segments

Audit logs

With a custom segment applied, this table will filter for only the subscriptions in the segment. Create a custom segment to see how actions compare for subscriptions that have specific products, a certain lifetime value, subs that were created in a certain period, had an automation applied, a Surprise & Delight rule applied, saved via the cancel flow, or any other condition available.

If an audit log action is used as a condition in a custom segment, this table will show all the other actions performed to give you insights on other actions taken. For example, you could create a segment that filters for “payment method updated” to see what actions subscribers take after updating their payment method and see how that compares to subscriptions who haven’t updated their payment method.

Products

Adding a filter for subscriptions that have an order count >= 2 will exclude subscription lines created at checkout when the subscription is first created and will filter only for products added or removed to subscriptions post-purchase.

The products table paired with a custom Segment can provide 2 incredibly powerful insights:

  • Product combinations
  • Product journeys

Product combinations

If a custom segment is created that filters for a specific product, the table will show all other subscription lines that are paired with it. For example, if I create a segment with Product A, the table will show Product A as well as all other subscription lines that are included in those subscriptions. So subscriptions that have Product A + Product and Product A + Product C will be shown.

Product journeys

If a custom segment is created that filters for a specific order count, the table’s added/removed columns will show product subscription lines that have been added and removed over time. 

For example, if I created a segment for order count = 2, the table will show all product subscription lines that were added and removed to subscriptions on order count 2 in the date range. I can create multiple segments for order count = 3, =4, and so on to see how products change in subscriptions over time. 

Retention

The retention graph becomes extra powerful when a custom segment is applied. Use custom segments to see how Surprise & Delight, cancel flow treatments, and any audit log action impact retention rates! 

Custom segment recommendations

Below are a list of the common use cases that custom segments will empower for the dashboard. There are many, many more options available - this is just the tip of the iceberg!

The below examples use subscription status = Active. Including this condition will include subscriptions that are currently active when creating the segment. If you want to include ALL subscriptions, regardless of current status, make sure to remove this condition. 

How to filter for subscriptions with a specific LTV

Overview

Use the lifetime value condition to filter the entire dashboard for subscriptions that have spent a certain amount of money on your store. Use the KPIs section to see their value, the audit logs table to see the actions they take, the products table to see what products they’re subscribed to, the shipping interval graphs to see their shipping interval distributions, and the retention graph to identify their retention by month (time) and order count. 

Conditions: 

Screenshot 2023-11-17 at 1.31.40 PM.png

 

How to filter for subscriptions that had Surprise & Delight rule applied

Overview

Use the Surprise & Delight condition to filter the entire dashboard for subscriptions that have had a specific rule applied to their subscription. If you have split testing in your Surprise & Delight rule, you can filter between the "control" and "treatment" groups to filter for subs who were eligible for the rule and received or those who were eligible and did not receive it because of the test. 

Use the KPIs section to see their value, the audit logs table to see the actions they take, the products table to see what products they’re subscribed to, the shipping interval graphs to see their shipping interval distributions, and the retention graph to identify their retention by month (time) and order count. 

Conditions: 

Screenshot 2023-11-17 at 1.33.43 PM.png

 

How to filter for subscriptions that was saved via a specific treatment in the cancel flow

Overview

Use the cancel flow condition to filter the entire dashboard for subscriptions that were shown a specific treatment rebuttal message during the cancel flow. If you have multiple treatments setup, you'll be able to filter for a specific one.

Use the KPIs section to see their value, the audit logs table to see the actions they take, the products table to see what products they’re subscribed to, the shipping interval graphs to see their shipping interval distributions, and the retention graph to identify their retention by month (time) and order count. 

Conditions: 

Screenshot 2023-11-17 at 1.34.09 PM.png

 

How to filter for subscriptions created in a specific date range

Overview

Use the subscription creation date condition to filter the entire dashboard for subscriptions that were created on a specific date or in a specific date range. Remember that the date range at the top filters only for orders, revenue, and actions taken on the dashboard. Adding the creation date condition to a segment will allow you to isolate orders, revenue, and actions to specific subscriptions created in date range.

Use the KPIs section to see their value, the audit logs table to see the actions they take, the products table to see what products they’re subscribed to, the shipping interval graphs to see their shipping interval distributions, and the retention graph to identify their retention by month (time) and order count. 

 

Conditions: 

Screenshot 2023-11-17 at 1.34.50 PM.png

How to filter for subscriptions that were migrated from your prior platform

Overview

Use the migrated from another platform condition to filter the entire dashboard for subscriptions that were migrated into Skio from your prior platform (if you migrated to Skio with subscriptions). This is a helpful condition to create segments to track how migrated subs are performing after the migration and can be a helpful control group to compare against subscriptions created after migration.

Please note that revenue, orders, and actions for migrated subs will only include those performed in Skio and will not includes orders or revenue from your prior platform.

Use the KPIs section to see their value, the audit logs table to see the actions they take, the products table to see what products they’re subscribed to, the shipping interval graphs to see their shipping interval distributions, and the retention graph to identify their retention by month (time) and order count. 

Conditions: 

Screenshot 2023-11-17 at 1.35.13 PM.png

 

How to filter for subscriptions that performed a specific action

Overview

Use the audit log condition to filter the entire dashboard for subscriptions that performed a specific action or multiple actions including using quick actions.

Use the KPIs section to see their value, the audit logs table to see the additional actions they take, the products table to see what products they’re subscribed to, the shipping interval graphs to see their shipping interval distributions, and the retention graph to identify their retention by month (time) and order count. 

Conditions: 

Screenshot 2023-11-17 at 1.35.52 PM.png

How to filter for subscriptions with a certain status

Overview

Use the subscription status condition to filter the entire dashboard for subscriptions that have specific subscription status on your store. Use the KPIs section to see their value, the audit logs table to see the actions they take, the products table to see what products they’re subscribed to, the shipping interval graphs to see their shipping interval distributions, and the retention graph to identify their retention by month (time) and order count. 

Conditions: 

Screenshot 2023-11-17 at 1.36.17 PM.png

 

How to filter for prepaid subscriptions 

Conditions: 

Screenshot 2023-11-17 at 1.36.57 PM.png

 

Overview

Use the subscription type condition to filter the entire dashboard for subscription types that have a prepaid subscription on your store. Use the KPIs section to see their value, the audit logs table to see the actions they take, the products table to see what products they’re subscribed to, the shipping interval graphs to see their shipping interval distributions, and the retention graph to identify their retention by month (time) and order count. 

How to filter for subscriptions with a specific product

Overview

Use the contains product condition to filter the entire dashboard for subscriptions that contain a specific product on your store. Use the KPIs section to see their value, the audit logs table to see the actions they take, the products table to see what products they’re subscribed to, the shipping interval graphs to see their shipping interval distributions, and the retention graph to identify their retention by month (time) and order count. 

Conditions: 

Screenshot 2023-11-17 at 1.37.30 PM.png

 

How to filter for subscriptions with dynamic build-a-box

Overview

Use the contains box condition to filter the entire dashboard for subscriptions that have a dynamic box in their subscription on your store. Use the KPIs section to see their value, the audit logs table to see the actions they take, the products table to see what products they’re subscribed to, the shipping interval graphs to see their shipping interval distributions, and the retention graph to identify their retention by month (time) and order count. 

Conditions: 

Screenshot 2023-11-17 at 1.37.57 PM.png

 

How to filter for subscriptions based on shipping country

Overview

Use the shipping country condition to filter the entire dashboard for subscriptions shipping to specific countries on your store. Use the KPIs section to see their value, the audit logs table to see the actions they take, the products table to see what products they’re subscribed to, the shipping interval graphs to see their shipping interval distributions, and the retention graph to identify their retention by month (time) and order count. 

 

Conditions: 

Screenshot 2023-11-17 at 1.38.32 PM.png

How to filter for subscriptions with a specific Shopify customer tag

Overview

Use the Shopify customer tag condition to filter the entire dashboard for subscriptions that have a specific customer tag on their Shopify profile. Use the KPIs section to see their value, the audit logs table to see the actions they take, the products table to see what products they’re subscribed to, the shipping interval graphs to see their shipping interval distributions, and the retention graph to identify their retention by month (time) and order count. 

Conditions: 

Screenshot 2023-11-17 at 1.39.08 PM.png

 

How to filter for subscriptions that have a next billing date in the future

Overview

Use the next billing date condition to filter the entire dashboard for subscriptions that have a specific next billing date on your store. Use the KPIs section to see their value, the audit logs table to see the actions they take, the products table to see what products they’re subscribed to, the shipping interval graphs to see their shipping interval distributions, and the retention graph to identify their retention by month (time) and order count. 

Conditions: 

Screenshot 2023-11-17 at 1.39.35 PM.png

 

How to use the products table to track products added and removed over time

Overview

Use the order count condition to filter the entire dashboard for subscriptions that added or remove products in their subscription on your store. Use the KPIs section to see their value, the audit logs table to see the actions they take, the products table to see what products they’re subscribed to, the shipping interval graphs to see their shipping interval distributions, and the retention graph to identify their retention by month (time) and order count. 

Conditions: 

Screenshot 2023-11-17 at 1.40.14 PM.png

 

FAQ

How do I update a Segment?

Although segments are static in nature (meaning they don't dynamically refresh), you can run an "update segment" action to pull in new subscriptions that match those conditions. 

How do I delete a Segment?

Once you select a custom segment, a "delete segment" button will appear. You don't need to delete segments, although it can be helpful to delete old segments and recreate them when necessary.







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