Customer migration
Customer migration dashboard shows the customer migration group that has the biggest impact on Panel sales metric, and the customers acquired or lost by your brand against its competitors. Additionally, it shows the purchase frequency and demographic profile of your brand customer migration groups, as well as their spending patterns.
Use this dashboard to:
Deep dive into how your customers' purchase frequency is changing and how that is affecting your Panel sales.
Understand the size of each migration group as a percent of the total customer base and gauge their overall impact on Panel sales
Investigate spending patterns for each migration group, like where New and acquired customers have decreased their spending, or where Lapsed customers have increased their spending
Explore the demographic profile of each migration group to uncover income or ethnicity skews.
Watch this video to learn about Customer migration:
Migration group summary
This section compares the different customer migration groups and their impact on the Panel sales metric in both the Comparison period and Analysis period. For example, this image shows the impact of McDonald's customer migration groups during the Comparison period of April 2020 - March 2021, and the Analysis period April 2021 - March 2022.
Click any of the migration groups to dig further into each group metric (Customer breakdown, Customer sales, Segment impact, Wallet share, Annual income, Ethnicity, and Frequency band). Each chart presents percentages for each metric during the selected Comparison and Analysis periods. Mouse over the bars to see the percentage details. Click Change segment deep dive to dig into other migration group. These example shows Customer breakdown, Customer sales, Segment impact, and Wallet share metrics for McDonald's Same frequency customers migration group during the Comparison period of April 2020 - March 2021, and the Analysis period April 2021 - March 2022.
Competitive summary
Use this section to understand how the Wallet share metric has changed over time for your brand, how that resulted in newly acquired or lapsed customers, and which competitors those customers are migrating from or to. These image shows the competitors McDonald's acquired customers from as well as those who took customers from McDonald's, and the relative change percentage.
Data and methodology
Customer migration uses the Transaction dataset, specifically the Panel sales metric. For more information, see Datasets.
Capturing behavior change over a long period of time
To increase the accuracy of the insights, Customer migration filters out any panelist for which it does not receive a consistent number of transactions for any of the months in the combined Comparison and Analysis period. This isolates true behavior changes of the purchase frequency that a panelist shows over a long period of time.
Customer migration groups
Migration groups include these customer categories:
New and acquired customers — Customers that made a purchase with the brand in the Analysis period, but did not make a purchase during the Comparison period.
Increased frequency customers — Customers that significantly increased their purchases with the brand in the Analysis period versus the Comparison Period.
Same frequency customers — Customers that did not significantly change their purchases with the brand in the Analysis period versus the Comparison period.
Decreased frequency customers — Customers that significantly decreased their purchases with the brand in the Analysis period versus the Comparison period.
Lapsed customers — Customers that made a purchase with the brand in the Comparison period, but did not purchase again during the Analysis period.
3rd-party delivery transactions
3rd-party delivery transactions to a brand or retailer (such as DoorDash transaction to McDonald's) are not included in the calculation of that brand or retailer Panel sales or in any of the other metrics in the section. This means that the Panel sales reported in this module is a direct Panel sales — still includes both 1st-party digital and In-store transactions). 3rd -party delivery transactions are reported separately to see how consumers are shifting their purchase behavior from 1st-party to 3rd-party services and vice-versa.
Income and Ethnicity distribution values
Customer profile reports on the Income and Ethnicity distribution only for in-store patterns and visits, but not purchases. Conversely, Customer migration reports on both In-store and Digital behavior, and it specifically requires a purchase to happen.
Metric definitions
Panel sales — Total sales for a brand or retailer among our panel of 5 million debit and credit card consumers.
Segment impact — The relative impact that each of the migration groups had on the overall Panel sales going from the Comparison period to the Analysis period. The impact is calculated as the absolute change in sales for the migration group divided by the total sales during the comparison period.
Customer breakdown — The percentage of customers for the brand or retailer that fall within the specified migration group.
Wallet share — Percentage of spend each brand or retailer captures out of the total amount spent in the market.
Income distribution — Percentage of customers with at least one purchase to the brand or retailer that falls within the specified income bracket.
Ethnicity distribution — Percentage of customers with at least one purchase to the brand or retailer that identifies to the specified ethnicity group.
Frequency band distribution — Percentage of customers for the brand or retailer that is classified as High-frequency or Low-frequency, based on their number of purchases.
Filters
Dashboards come with filters at the top of the screen to filter and organize the data shown in them. Select the field values to filter dashboard data, and then click Apply filters to see that selection reflected in the different modules. As you make selections, some of the remaining fields adjust dynamically so that only applicable options are available. To filter this dashboard, click Show filters at the top and select:
- Brand
Lists of available brands for analysis. Brands displayed depend on what market you are is set up with.
- Analysis period
- A 12-month rolling period. Clicking on a month in the calendar view automatically selects the 12 months leading up to that month. The Comparison is calculated automatically as the 12 months immediately prior to the Analysis period, and it establishes the baseline frequency for each customer, which is then compared to the frequency in the Analysis period to determine the migration group for each customer. For example, if a customer purchased at least once in the Comparison period, but did not purchase during the Analysis period, they are classified as Lapsed.
To export the dashboard information as a Excel file, click Export.
What's next?
Together with Customer migration, use these dashboards to obtain supplementary insights:
Market performance — Adds context in the analysis on how the overall market is performing and what are the biggest drivers of performance.
Brand perception — Uncovers potential causes of softness against a competitor and the perceptual attributes you are lagging behind on that competitor specifically.
Analyze your biggest competitors' Lapsed customers to uncover demographic skews so you can target and take from them.
