Top 20% revenue during previous year

Which customers are your top 20-percent for revenue during the previous year?

Use the monetary component of approximate RFM scores to quickly find customers who are in the top 20-percent, along with the percentage of total revenue those customers represent.

Tip

Divide percentage of revenue by the number of customers in the top 20 to find the average percentage of revenue that is generated by each customer across all of your brands, stores, channels, and regions.

The following sections describe using the Segment Editor to build a segment that finds your top 20-percent customers for revenue in the previous year.

CUSTOMERS IN YOUR TOP 20% REVENUE

	Open the Segment Editor, look in the lower-right of the page and make sure your customer 360 database is selected.
	To identify customers who are in your top 20-percent for revenue during the previous year, choose the L12M Monetary attribute from the Transaction Attributes Extended table, select the “is in list” operator, and then select “9” and “10”: Click the Refresh button located on the right side of the Segment Editor to see how many customers are in your segment, how much they spent in the past year, how many are active, and how many of them could belong to a future campaign. The active customers insight shows you how many customers are in the top 20-percent. The segment revenue insight shows you what percentage of your total revenue those customers represent.
	You’re done! Click the Save As button in the top right corner of the Segment Editor. Give your segment a name that clearly describes the purpose and audience type for the segment. For example: “Top 20 Percent Customers During Previous Year”. Tip Use good naming patterns to ensure that you can always find your segments when you need them. Be sure to include the brand name and/or the region name if you have multiple brands or have multiple regions and want to build segments that are brand- and/or region-specific.
	After your segment is saved the Segment Overview page opens and shows additional details, such as historical and predicted revenue, the percentage of customers that are reachable by email, by phone, on Facebook, and customer trends, such as purchases by channel, revenue by lifetime spend.