The BlueConic Lifecycle reporting feature offers valuable insights to help you assess the performance of your customer journeys. You can see at a glance how profiles are moving through the lifecycle and its stages to discover which stages are most successful at driving profiles to complete the lifecycle.
Watch the video: Introducing Customer Lifecycle Reporting in BlueConic
Viewing your Lifecycle performance statistics
To open the Lifecycles reporting view, open a BlueConic lifecycle and click the Report mode icon at the top of the page. You can switch back and forth between Edit mode and Report mode using these two icons:
- Edit mode: Shows in real time the potential number of profiles in a lifecycle (stage) based on the current (unsaved) configuration.
- Report mode: Shows the historical profile movements between lifecycle stages for the given time period, as well as the number of profiles in a lifecycle (stage) at the end date.
The Lifecycle insights provide interactive visualizations of your lifecycle and stage statistics. For more on the statistics displayed for each mode, review the section Differences between Lifecycle edit mode and reporting mode below.
Selecting a time period for Lifecycle reporting
In the top left-hand corner of the results, you can select the time period for display. The statistics in the Lifecycles reporting view are based on the time period you select. If you change to a different time period, all the lifecycle and stage metrics shown are updated. Save your settings to see statistics for the chosen time period.
Note: The system will not return data for a time period longer than 365 x 20 days (i.e., 7,300 days, or approximately 20 years), even when selecting the “All time” option.
Lifecycle and stage metrics
BlueConic provides a range of valuable lifecycle and stage metrics for your marketing lifecycles, based on the time period you set in top left corner of the reporting window or Lifecycles Dashboard.
Number of profiles in the Lifecycle
In your Lifecycles reporting window, the blue number next to the Save button shows the number of profiles that were in the lifecycle during the time period you selected (in this example, for all time).
In Edit mode, the blue number next to the Save button shows the number of profiles currently in the Lifecycle.
Profiles in a stage
For each stage in a Lifecycle, you can see the number of profiles in the stage, during the selected time period, in reporting mode.
In edit mode, the number in each stage shows how many profiles are currently present in that stage.
Entries: Profiles entering the lifecycle (and stages)
When you click the stage transition icon (shaped like a table) an overview shows how many profiles are in the stage, where they arrived from, as well as progressions to further stages, and drops backward.
You can see key metrics for a Lifecycle stage by clicking the table icon for this stage to open the stage transitions view, with several columns:
- Profiles shows the number of profiles in the stage at the start of the selected time period. It also shows the number of profiles that entered this stage, and where they came from.
- Progressions shows the forward movement profiles in this stage made, and which stage(s) they progressed to.
- Drops shows the number of profiles that moved back to an earlier stage, as well as the number that dropped out of the lifecycle during this stage.
Profiles progressing from stage-to-stage
In Lifecycle reporting, green arches illustrate the number of times profiles moved forward from stage-to-stage. Note that the same profile can move from one stage to another multiple times, and the number shown here counts each progression separately.
Profiles that drop backwards or drop out
The orange arches show the number of times profiles dropped backward from stage to stage. If a profile moves drops backward more than once, each drop is counted separately.
The orange vertical bars show dropouts, the number of profiles that dropped out of the Lifecycle entirely (during the selected time period). A dropout is a profile that no longer meets the lifecycle criteria and did not complete the lifecycle.
In this example, you can see that the total number of profiles that dropped out of the Lifecycle during this time period was 799k. A dropout is a profile that no longer meets the lifecycle criteria and did not complete the lifecycle.
To the right of the final Lifecycle stage, a green box shows the Lifecycle completions: the number of profiles that have successfully met the Lifecycle completion criteria during the selected time period.
The metric for completions shows the number of profiles that have successfully completed the Lifecycle during the selected time period (in this example, 535k).
The percentage shown below is the percentage of profiles present in the Lifecycle (during the time period selected) that ultimately completed the Lifecycle.
Seeing at a glance where profiles are in a Lifecycle
At the bottom of each Lifecycle stage, a blue bar shows the relative number of profiles present in that stage as compared to other stages. This lets you quickly see where your profiles are in the various stages of the Lifecycle. The stage with the most profiles will have the fullest blue bar. Other stages' blue bars are proportional to the relative population of profiles for the chosen time period.
Measuring the success of the Lifecycle and stages
To see how profiles progress from stage to stage toward completion, examine the green arches on top of your Lifecycle stages. In this example, you can see how times profiles advance from Stage 0 to Stage 1, and then from Stage 1 to Stage 2. Note that profiles that move from one stage to the next more than once will be counted towards this total as many times as they move forward or backward.
Clicking on a Lifecycle stage gives an overview of the profiles entering and exiting that stage. You can also click on the number of entries or dropouts and on the Lifecycle completion counter to zoom in on the individual stage entries or dropouts.
Counting profiles that drop down or drop out of a Lifecycle
The orange arches at the bottom of the reporting window show the number of times profiles regress or drop out of the Lifecycle. You can use this information to see which stages are least successful in moving profiles toward your Lifecycle completion goals.
In this example, clicking on Stage 1: Evaluation shows that profiles dropped out of the Lifecycle 118 times during the Evaluation stage, and profiles moved backwards to stage 0:Awareness a total of 237 times.
Differences between Lifecycle edit mode and reporting mode
As you toggle between edit mode and reporting mode for a Lifecycle, you'll notice changes in the number of profiles shown in each stage.
|Profiles in Lifecycle
|Blue number next to the Save button shows number of profiles currently in the lifecycle.
|Blue number next to the Save button shows number of profiles in this lifecycle during the selected time period.
Current number of profiles eligible for this stage at this moment in time, given the current configuration. This count will change if you alter the configuration (even before you save changes).
Number of profiles present in that stage for the selected time period. Counts the number of profiles in the stage at the start of the time period plus the number of profiles that enter the stage during the set time period.
Creating a prebuilt Lifecycles Dashboard
In any BlueConic Lifecycle, you can open a prebuilt dashboard with a range of metrics and insights by choosing Save > Create dashboard.
Enter a name for the dashboard and click save. You can go to the dashboard to see insights you can use to examine your results more closely and share your insights with others via email.
Each prebuilt Lifecycle Dashboard contains insights for the current Lifecycle and its stages:
- Lifecycle Stage Transition Chart Insight
- Lifecycle Stage Transition Table Insight
- Lifecycle KPI Insight
- Lifecycle Performance Over Time Insight (one for each Lifecycle stage)
Configure your lifecycle dashboard(s) for the timeframe and metrics you need to examine your lifecycle(s) and stages. Note that once you've created the Lifecycle Dashboard, you can easily navigate there from the Related items on the right-hand side of the window.