Inside the edrone system, the CRM section is where all customer data is gathered: Customer Profiles, Tagging system, RFM Analysis, and more.

This article provides an overview of the CRM section dashboard.

It is structured much like other dashboards throughout the edrone system, using a variety of cards and charts to provide you with all the data you need to understand your customers' behaviors.

The top of the dashboard contains four elements:

  1. GO TO ENGAGEMENTS button – clicking this button will take you to the ENGAGEMENTS section

  2. Customer Search Bar – This field allows you to find a specific customer by searching their email address, phone number or customer ID

  3. Cards – The main values are updated daily, and below them you will find a comparison with what it was 30 days before. The KPIs are:

    1. Email subscribed – number of customers in the database with the status “subscribed” for email newsletters

    2. Email unsubscribed – number of customers in the database with the status “unsubscribed” for email newsletters

    3. Email unknown – number of customers in the database with the status “unknown” for email newsletters

    4. SMS subscribed – number of customers in the database with the status “subscribed” for SMS newsletters

    5. SMS unsubscribed – number of customers in the database with the status “unsubscribed” for SMS newsletters

    6. SMS unknown number of customers in the database with the status “unknown” for SMS newsletters

  4. Date picker This is where you can pick a time period to filter the rest of the dashboard, with the exception of the Tags section. You may select a custom period, or choose a predefined time period by clicking on the calendar icon. The default value is the previous 30 days.


Customers Section

This section provides information about all customers who are currently on your database, regardless of whether or not they have made a purchase.

NOTE: This section responds to the time period selected on the date picker.

Subscription over time

This line chart shows how the entire database has changed over time in terms of subscribed, unsubscribed and unknown customers. The chart can be filtered by Email or SMS subscribers by switching the toggle on the top right corner. It is possible to view the results aggregated by day, week, month, or year by choosing from the options on the bottom left. By default, the day view is presented.

Subscription status and Gender

These column charts show a snapshot of the absolute number of contacts on the last day selected on the date picker, broken down by Subscription status and Gender.

The Subscription chart shows the number of subscribed, unsubscribed and unknown contacts and can be switched between Email and SMS by toggling the switch on the top right corner.

The Gender chart also shows subscriptions statuses but divides them across the gender options inside the edrone system: Female, Male, Other, Unknown, or Refused to pass.

NOTE: Before this dashboard was implemented, the history of gender distribution data was not recorded in the database, therefore this information is only available from December/2021 forward.

Identified vs. unidentified customers

This column chart shows how the amount of identified and unidentified customers has changed in the database over time. It is possible to change between identified and unidentified customers by choosing the desired option on the top right corner.

Right below this chart, the All Customers card shows how many contacts are currently in the database.

Customers segmentation by shopping behavior

To the left, the Prospect customers vs spenders column chart breaks down all customers between two segments:

  • Spenders Customers who have made at least one purchase in your store.

  • Prospects Customers who have never made a purchase.

NOTE: The sum of Spenders and Prospects will be the same value shown in the All Customers card.

On the right, the Activity bar chart shows the distribution of all customers based on their interactions with your store over time:

  • High risk Customers who have not visited your store for more than 30 days.

  • Low risk Customers who have not visited your store over the past 7 to 30 days.

  • Active Customers who have visited your store within the last 7 days.


Spenders section

As we've seen in the previous section, spenders are customers who have made at least one purchase in your store. In this section, these customers are further segmented based on how much and how often they spend.

The top of this section contains cards showing the thresholds by which these customers will be divided in the graphs below. They are uniquely calculated for each store and are updated daily.

NOTE: To learn more about how these thresholds are calculated, CLICK HERE.

The Spender by purchase value chart divides customers into 3 segments: BIG, MEDIUM and SMALL.

The Spender by purchase frequency chart also divides customers into 3 segments:

  • Frequent Customers that buy more often than the average.

  • Repeat Customers who made more than one purchase.

  • One-time Customers who made a purchase only once.

The data presented in both of these charts is calculated from the start of the database creation until the last day selected in the date picker.


Tags section

This column chart shows the top 10 most used tags on the current day. Please note that this section does not respond to the date picker.


RFM grid

The final section is the RFM grid. RFM stands for Recency, Frequency and Monetary [value]. This is a marketing technique used to quantitatively determine which customers are the best, which need more attention, and which ones the company is losing. Click here to learn all about RFM Analysis in edrone.


Need more help?

If you have any further questions about the CRM dashboard, please do not hesitate to contact us at hello@edrone.me


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