Microscope allows you to look at Cortex predictions, Cortex sends, and user actions on an individual level. It provides a snapshot of information that allows marketing and customer service to gain more insight into both your customers and Cortex. In this article we will break down the different layers of information inside Cortex.
The header of the page includes previous/next buttons and a search bar for user emails. This allows you to flip through users within the same segment or lifecycle stage, or jump directly to another user.
Tip: Sometimes the search bar doesn't respond to copy-paste email addresses, try erasing a couple letters at the end to make the search refresh if you're not getting a result!
Below the header you will find the Predictive Analytics section. The five boxes are defined as follows:
Future Value: This is the amount of expected spending across the next three to six months from that individual based on their previous purchases and current level of engagement with your brand.
Lifetime Value: The combination of past purchases and expected future spending.
Lifecycle State: Where the customer falls in their post-purchase lifecycle, based on engagement with your brand.
Best Time: The best time to contact this customer based on their activity patterns.
AOV: The average order value based on this customer's past purchases.
Here you can see more in-depth information that's been gathered on the individual.
- Under Profile you will find their identifying and demographic information
- Under Last 10 Actions you'll see their recent actions: page views, on-site clicks, cart actions, checkout actions, email opens, and email clicks.
- Under Product Recommendations you will see Cortex predicted item recommendations based on their browsing patterns and purchase history.
- Under Last Purchased you will find the items included in this user's recent purchases.
For clients with supported integrations Microscope now supports unsubscribe and resubscribe functionality via the user profile
The activity snapshot provides a visual reference to how much the user is interacting with your website and emails. Sorted by month, each circle represents the relative amount of actions the user has taken. When you mouse over the row you can see the numbers for each activity.
Here you can see the recent sends your customer received. For each email you can see Send Date, Campaign, Cortex Stage, Email Template, and User Action.