Brightpearl Analytics | Customers

The Customers overview dashboard builds upon Brightpearl’s foundation of Sales Analysis by Customer, and adds additional metrics such as lifetime value. With customer acquisition costs only going upwards, the importance of increasing repeat purchases and driving up customer lifetime value has never been higher. Fundamental to this is granular and flexible customer segmentation as the basis for highly targeted marketing and acquisition.

To access the Customers overview dashboard, log into Brightpearl analytics and select BI Tunnel > Customers overview.

Report parameters

The filters available in the Customer overview dashboard are:

  • Channel
    Allows you to search for contacts with orders and credits assigned to the selected channel or channels. Leave it blank to look across all channels.
  • Order type
    Allows you to search for contacts by looking at sales or by looking at purchase orders, in other words do you want to look at customers or suppliers?
  • Order status
    Allows you to exclude orders on certain statuses, such as "draft" or "canceled" which you may not want to be included in revenue value.
  • Date range
    Allows you to specify a timeframe for the data set presented.

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Total customers
A count of the unique customers that had at least one transaction with you within the period.

Revenue - All customers
Total amount of revenue for the filtered period, shown in base currency.

Revenue - New customers
The total revenue for the filtered period that came from new customers. A new customer is identified when their first order falls within the specified date range.

All vs New Customer Revenue
A visual representation of the previous two revenue metrics, showing the split of total revenue by repeat and new customers, plotted by week.

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Customer list
A table full of useful data points for every contact:

  • Email: Primary email address of the contact
  • Name: First and last names
  • Company
  • Orders placed: Total number of sales orders created and associated with the customer within the time period
  • Returns placed: Total number of sales credits created and associated with the customer within the time period
  • Units ordered: The total number of items ordered
  • Units returned: The total number of items returned
  • Return rate: How many of the ordered units have been returned, as a percentage. 100% return rate would mean that the customer has returned everything they’ve ordered.
  • Gross revenue: Total revenue from that customer
  • Net revenue: Gross revenue - tax 
  • Profit: Gross revenue - tax - cost
  • Average order value: The average value of an order in that period. Total revenue / number of orders.
  • LTV:Lifetime value, which is Average Order Value * (Lifetime Orders/Distinct # of Customers)
  • Net LTV: Lifetime value - Tax
  • Last ordered: Date/timestamp of the contacts most recent order

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Customer orders
Total number of sales orders, regardless of fulfilment or shipping status.

Customer items ordered
Total number of item units ordered via sales orders, regardless of fulfilment or shipping status.

Customer AOV
Average order value for sales orders, which is the total value of orders/number of orders.

Customer LTV by date
Customer lifetime value plotted at monthly intervals.

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