Customer profile
Customer Profile dashboard provides an in-depth view into a customer segment's demographic and spending behavior. It displays the most distinct demographic indexes for your brand versus your competitors during a period of time. Additionally, it shows how much customers' share of wallet is spent on your brand and competitors over time.
Use this dashboard to:
Understand who your or your competitor's customers are in terms of demographic profiles and spending patterns.
Directly compare your customers' demographic composition and spending habits against a competitor, and understand the biggest over and under-indexes.
Investigate the demographic and spending profile for specific customer segments (fo example, high-frequency customers in the Northeast) and benchmark them against other competitors, regions, or customer segments to understand what different profiles might be driving strong or soft performance.
Watch this video to learn about Customer profile:
Demographic profile
Use this section to see the most distinct demographic breakouts and their most significant insights of your brand compared to the benchmark brand. For example, this image shows the demographic profile for McDonald's high frequency customers in the Mountain region benchmarked against the East North central region and the Competitive set, for the last 6 month ending in August 2021, using a Year over year (YoY) comparison period:
Click Show charts to dig further into the each demographic profile (Gender, Income, Ethnicity, Education, Hispanic, Relationship, Age, Employment, and Household size) details. Each chart presents the main indexes percentages, a benchmark bar chart that compares the brand against the benchmark brand and the Comparison period changes, and a monthly trend line chart to see changes over time. Mouse over the bars and lines to see the percentage details. Sort profile data using the biggest value, ascending, or descending order.
Spending profile
This section highlights the most distinct spend patterns of your brand compared to the benchmark brand. This image shows the spending profile for McDonald's high frequency customers in the Mountain region benchmarked against the East North central region and the Competitive set, for the last 6 month ending in August 2021, using a Year over year (YoY) comparison period:
Click Show chart to dig further into the each spending metric (Category wallet share, Customer segment, and Cross-category wallet share) details. Each chart presents the main indexes percentages, a benchmark bar chart that compares the brand against the benchmark brand and the Comparison period change, and a monthly trend line chart to see changes over time. Mouse over the bars and lines to see the percentage details. Sort profile data using the biggest value, ascending, or descending order.
Data and methodology
Customer profiles uses the uses two datasets, one for each dashboard section:
Foot traffic — Used in the Demographic profile section. The data is collected in real-time by mobile applications that send location-based surveys or other types of location-based services to consumers.
The demographic distributions are calculated as the percent of customers with at least one visit to the brand or retailer in the period belonging to a specific demographic profile. The benchmark values represent the demographic distributions for the brand or retailer selected in the Benchmark brand filter. These profiles are available:
- Gender
- Income
- Ethnicity
- Hispanic
- Age
- Education
- Relationship
- Employment
- Household size.
- Transaction — Used in the Spending profile section. Consumers' debit cards, credit cards, and banks accounts data collected in real-time from financial institutions and personal finance services that allow consumers to track and monitor their financial status. The benchmark values represent the respective metric values for the guests of the brand selected in the Benchmark brand filter. These values analyze the difference in spending patterns and behaviors between the guests of the selected brand or retailer against the selected benchmark. These metrics are available in this section:
Category wallet share — Spending percent each brand or retailer captures out of the total amount spent in the market.
Customer segments — Percent of customers for the brand or retailer that falls into High frequency, Low frequency, or New/Returned customer segments.
Cross-category wallet share — Spending percent across a wide range of market categories, including Grocery, Restaurant, E-Commerce, Electronics, Furniture, Apparel, and Auto parts.
For information on High frequency, Low frequency, and New/Returned customers, see Drivers of performance.
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:
- Comparison period
Use this filter to show data in the specific time periods, such as Year over Year (YoY), Period over Period (PoP), or versus 2019.
- Aggregation
A group of different time periods (such as Week, Month, or Quarter) to display data within the selected ranges.
- Year
- Calendar year to see insights from.
- End month
- Last month to see insights from.
- Brand
Lists of available brands for analysis. Brands displayed depend on what market you are is set up with.
- Benchmark brand
- Brand used to compare your insights to. You may use the defined Competitive set.
- Customer segments
- Customer segments to analyze insights from. Values include Total (all the customer segments), High frequency, and Low frequency.
- Benchmark customer segments
- Customer segments to use as a benchmark to compare your brand against to. Values include Total (all the customer segments), High frequency, and Low frequency.
- Geography
List of United States geographies to analyze, which includes National (all of the U.S.), My System (the combination of all Designated market areas where there is at least a store), Regions, and every individual Designated market area.
- Benchmark geography
- List of United States geographies to use as a benchmark to compare against, which includes National (all of the U.S.), East North Central Region, East South Central Region, Middle Atlantic Region, Mountain Region, and New England Region.
To export the dashboard information as a Excel file, click Export.
What's next?
Together with Customer profile, use these dashboards to obtain supplementary insights:
KPI tracking — Digs deeper into insights uncovered for specific KPIs, competitors, or geographies.
Competitive performance — Adds context in your analysis on what are the biggest drivers of performance for your brand and compare them to the market's.
Contact your Client Success manager to send a custom survey to dig deeper into the insights uncovered for a specific customer segment.
