Intelligence: Customer

The Intelligence Customer dashboard provides analysis of your guest types, including spending behaviors, geographic locations, and household metrics by product. Within Inntopia Marketing Cloud, you can assign custom segmentation to the data by creating guest types. You can also create additional guest types for analysis based on your reporting needs and interests.

The main Customer dashboard provides an interactive map indicating where your guests reside according to guest type. The Analysis dashboard provides key metrics and charts analyzing customer data, such as RFM score, location, visitation segment, and product line of business (LOB). As you interact with the dashboard visuals, the Key Performance Indicators (KPIs) automatically update for selected areas.

The charts on each dashboard provide additional options to further explore the data. You can use dashboard icons to drill down and up into various levels of detail, view charts in a larger window, and export data to a .pdf or to Microsoft® Excel.

The Customer dashboard is the default view and provides a visual representation of the number of guests, households, and average spend per guest type, as well as the top 10 guest types by average spend and location.

You can interact with the map to view more localized information (state and county), view the data as a table to see each guest type and its related metrics (number of guests, average spend, etc.), or interact with the chart to drill into the data.

  1. Log into Inntopia Marketing Cloud and from the left menu, select Intelligence. The Intelligence menu expands.
  2. From the Intelligence menu, select Customer. The Customer dashboard appears showing Guest Type data including Top 10 Guest Types by Avg Spend and Top 10 Guest Types by geographic location (Country & State).

  3. By default, all available guest types are pre-selected in the Guest Type drop-down list.

    You can, however, select one or more individual guest types to include in the data set:

    1. From the Guest Type drop-down list, click the Select All box. All guest types are deselected.
    2. Select the individual guest type or guest types whose data you want to include.
    3. To select multiple guest types, press and hold the Ctrl or Command key on the keyboard while clicking on a guest type name.

      Note: To view the full name of a guest type, hover your mouse pointer over the guest type name.

      As you select various guest types, the data on all three of the Customer Dashboard sections updates in real time.

  4. To view a snapshot pop-up window of a specific guest type's information, in the Guest Type table, hover your mouse pointer over the row you want to explore. The Customers by Product LOB Summary and Current Month Spend Amount pop-up appears.

  5. To further refine dashboard data, click on specific guest types within the table.
    • When you select a specific guest type, the other metrics on the dashboard automatically adjust to show data for the selected guest types.
    • To select multiple guest types, hold down the Ctrl or Command key and click on the guest types for which you want to view data.

  6. To view a pop-up with additional data in the Top 10 Guest Types by Avg Spend section, hover your mouse over a guest type. You can also right-click a guest type to drill through for more specific data.

  7. To view more detailed Top 10 by Guest Type by Guests Country & State map information, use the dashboard icons in the top right corner of the map to toggle between Country, State, and County data.

    To view a pop-up with additional data, hover your mouse pointer over a data bubble on the map.

    The map is interactive and can be dragged to view other locations. You can also zoom in or out using the wheel on your mouse or using standard zoom gestures on a track pad.

    Note: The lowest level in the geographical hierarchy is county.

  8. To view more detailed information in any of the sections on the dashboard, use the dashboard icons in the top right corner of the tables to view in focus mode, sort data, or export data.

You can sort each column in the Guest Type table into ascending or descending order by clicking on the column header. The column that determines the sort order displays an arrow pointing upward (ascending) or downward (descending).

Alternatively, you can also sort the table using the More options dashboard icon.

  1. In the Guest Type table, hover the mouse over the grid until the dashboard icons appear in the upper right corner.
  2. Click the More options dashboard icon . The More options menu appears.
  3. To determine the sort order, select either Sort ascending or Sort descending. The selected metric displays an up or down arrow in the Guest Type column header.
  4. To toggle between ascending and descending order, click the up or down arrow in the Guest Type column header.

You can view spending behaviors for each guest type on any of the three sections on the dashboard, including details by LOB, spend amounts over time, and number of customers.

To view spending detail:

  1. In any of the sections of the dashboard, right-click on the guest type you want to explore. A menu appears.
  2. From the menu, select Drill through and then Spend Detail.

    The 1 Year Spend Data For: <Guest Type> page appears.

Note: Additional notes and data insights are provided using Microsoft Power BI.

You can view customer demographics for each guest type on any of the three sections of the dashboard, including guests by RFM score; guests by visitation segment; and guests, households, and total spend by geographical location.

To view customer detail:

  1. In any of the sections on the dashboard, right-click on the guest type you want to explore. A menu appears.
  2. From the menu, select Drill through and then Customer Detail.

    The Demographics for <Guest Type> page appears.

Note: Additional notes and data insights are provided using Microsoft Power BI.

The Analysis dashboard provides on-the-fly correlation analysis, and can be filtered based on Guest Type.

  1. Log into Inntopia Marketing Cloud and from the left menu, select Intelligence. The Intelligence menu expands.
  2. From the Intelligence menu, select Customer. The Customer dashboard appears.
  3. On the top of the Campaign dashboard, select the Analysis button. The Analysis dashboard appears displaying Average Spend Analysis.

    The top section of the Analysis dashboard display common analyses about total spend based on Key Influencers. The bottom section is used to create custom analysis.

Note: Vertical filtering and Top Segments analysis are currently unavailable and are reserved for future use.

Use the Guest Type dashboard filters to display various data:

  1. From the Guest Type drop-down list, select which guest types to include in the data set, if multiple guest types are available. All guest types are selected by default. To select one or more guest types to include in the data set:

    1. Click the Select All box. All guest types are deselected.
    2. Select the guest type to include in the data set. To select multiple individual guest types, use the Ctrl or Command key on your keyboard.

      The data displayed changes based on your selections.

The default view ofGuest Type Analysis is based on Key Influencers and shows data regardingdecreases in average spending.

  • To view additional analysis bubbles, use the scroll bars to the right of the data charts.

  • To view explanations about a particular data influence, hover your mouse over the number in its corresponding bubble.

  • To toggle between viewing average-spend increase and decrease data, from the What influences Avg Spend to Decrease drop-down list, select Decrease or Increase. The data changes to show the selected influences.

  • To view a chart in a larger format with more detail, click its corresponding Focus Modedashboard icon. The chart appears in a new window.

    To return to the main Analysis dashboard, click the Back to report link in the upper left corner of the screen.

The Analysis dashboard lets you explore the data based on criteria you select. By creating your own analysis, you can dig into your data and discover interesting trends.

  1. From the dashboard, click the Analysis tab. The Customer Analysis dashboard appears with two sections: the top section containing Guest Type analysis data and the bottom section for creating custom analyses.

  2. Custom analyses are best viewed in a larger format. To increase the size of the custom Customer Analysis chart, hover the mouse pointer over the section and click the Focus Mode icon.

    The chart appears in a new window.

  3. To choose how to split the data, click the plus icon (+) to the right of the base level.

    A list of criteria opens.

  4. From the list, select a criterion. The base amount is split into each category within the selected criterion. Plus signs indicate the data can be split even further.

  5. To continue to branch the data to display specific information for the selected criterion within the various data levels, click the corresponding plus signs.

  6. To display specific information for an item within open levels, click on an individual record.

  7. To remove a criterion level, click the X above the level.

  8. To return to the main Campaign Analysis dashboard, click Back to report.

The Q&A dashboard provides plainly worded analysis for additional metrics not currently available on the main Intelligence dashboards. You can select pre-defined suggested questions, or you can type your own questions. The pre-defined suggested questions may vary depending on the data being viewed in the various dashboards.

  1. Open an Intelligence dashboard and click the Q&A button. On the Destination Explorer Analysis tab, click the Q&A button. The Q&A dashboard appears with pre-defined suggested questions displayed.

  2. To display more or hide pre-defined suggested questions, click Show all suggestions or Show fewer suggestions.

  3. Click on any of the pre-defined questions. The question text appears in the Ask a question about your data field and the data and metrics corresponding to the question you selected appear.

  4. To return to the main Q&A dashboard, delete the question appearing in the Ask a question about your data field.

  1. From an Intelligence dashboard, click the Q&A button. On the Destination Explorer Analysis tab, click the Q&A button. The Q&A dashboard appears.

  2. In the Ask a question about your data field, begin typing a question. As you type, the question field will auto-complete and offer relevant and contextual suggestions from which to choose.

    Some words you entered may be highlighted in various ways. To further refine your question, click on the highlighted words.

    The selected analysis appears.

The contextual highlights in the Q&A are a feature of Microsoft Power BI™. A few of the more common contextual highlights are defined below. For more information, consult the Microsoft Power BI documentation.

Highlight

Meaning

Blue underline

Q&A has successfully matched this word in the data set.

Orange dotted underline

Q&A has low confidence in the in the term in respect to the data set. Click the word to see a list of suggestions.

Red double underline

Q&A does not recognize this term in respect to the data set. Continue typing to add more information or select from one of the possible suggestions.

Some combination of the Microsoft Power BI® dashboard icons defined below appear in the upper right corners of the maps or individual charts on the Intelligence dashboards to further explore the data.

The dashboard icons available on each dashboard vary. Not all dashboard icons appear on every intelligence dashboard.

If the icons are not visible, click or hover your mouse on a map or chart.

Icon Name Definition

Drill Up

Provides a wider view of data.
Drill Mode

Turn on Drill mode.
Drill Mode On

Drill mode is set to On, allowing you to select a data point in which to see a narrower view of data.
Drill Down

When Drill mode is set to On, click to drill down to the next level in the detail hierarchy. For example, if you are looking at data for year, the next level shown would be month.
Expand Detail

Expand all one level down in the detail hierarchy.
Smart Narrative View a quick text summary of the visual.
Copy as Image with Caption Copy a static image of the visual along with a caption showing relevant meta data and filter information.
Filters and Slicers

View filters and slicers affecting this visual. Filters are applied to the data set by Inntopia (such as Sent Date). Slicers are selected by you to narrow the data set (such as Campaign Name).
Focus mode

Opens the chart in a larger window to view and interact with more focused, detailed information.
More options

Displays the Export data, Show Table, Spotlight, Get Insights, and Sort Axis options.
Export

Export data to Microsoft Excel.
Show Table

Show data as a table in a larger window.
Spotlight

Bring focus to the selected chart.
Toggle Layout

Switch to vertical layout. When the table view is enabled, the chart and data table appear in a vertical layout.
Toggle Layout

Switch to horizontal layout. When the table view is enabled, the chart and data table appear in a horizontal layout.
Rectangle Select

Use the mouse to select an area in which to focus. Bubbles in the selected area are displayed in dark orange on the map. The KPIs update to represent the selected area.
Get Insights To view Microsoft BI recognized insights about your data, open the Insights panel.
N/A Sort Axis Re-sort the chart based on the data. The specific options available depend on the chart’s data.

You can export data from any Intelligence feature to a .csv or .xlsx file for further analysis. You can also export Intelligence data directly to a .pdf file. For more information and detailed instructions, visit Export Intelligence Data.

Note: For best results in exporting intelligence data, Inntopia suggests exporting to a .csv or .xlsx file.

The Inntopia Marketing Cloud platform uses Microsoft Power BI® to provide superior data analytics through visualization in its Intelligence reports. While this documentation makes every effort to provide an accurate representation of how to navigate and what you see on these visualizations, regular updates to the Power BI software by Microsoft may result in some variations in function and visuals in the reports. In addition, Microsoft Power BI recognizes how you use the application and caches your preferences, making your default view different from the images displayed in this documentation.