Customer insights

Customer Insights gives you a powerful birds-eye view of your entire customer base. By analyzing performance metrics and trends, you can make data-driven decisions that directly impact your revenue, retention, and growth.

While Segments & Filters help you find specific customer groups, Customer Insights helps you measure and understand them - revealing patterns you might otherwise miss.

From the Customer Insights screen, you can immediately:

• Track key metrics: See your CLV, AMR, and TTU data with multiple calculation methods
• Apply powerful filters: Narrow your analysis to specific customer segments
• Pivot your data: Break down results by app plan, traffic source, or dozens of other dimensions
• Export results: Share your findings or analyze further in your preferred tools

Understanding customer insights

The Customer Insights dashboard organizes your data for immediate analysis:

1. From the Customers screen, click Insights in the left navigation
2. Select the metrics you want to analyze from the left panel
3. Apply filters to focus on specific customer segments
4. The data table and measurements update in real-time as you refine your view

Key metrics & analysis

Mantle tracks several critical metrics that help you understand customer value and behavior:

Customer lifetime value (CLV)

Understand how much revenue your average customer generates over their entire relationship with your business:

• Click the + buttons next to CLV to add calculation methods:
  • Average: The mean value across all customers in this segment
  • Total: The combined lifetime value of all customers shown
  • Minimum/Maximum: The range of values to identify outliers and opportunities

Average monthly revenue (AMR)

Track your recurring revenue patterns to forecast and plan effectively:

• Add multiple calculation methods to gain different perspectives:
  • Average: Typical monthly spend per customer
  • Total: Combined monthly revenue from all customers in the segment
  • Minimum/Maximum: The spending range across your customer base

Time to uninstall (TTU)

Measure how long customers typically use your app before churning:

• Add different calculation methods to understand retention patterns:
  • Average: How long a typical customer stays before uninstalling
  • Total: Cumulative time all customers spent with your app
  • Minimum/Maximum: Identify your best and worst retention cases

Filtering & segmentation

Narrow your analysis to specific customer groups to uncover actionable insights:

Segment analysis

Customer Insights works seamlessly with segments you create in the customer view:

1. Create and save custom segments in the Customers section based on any combination of filters
2. Navigate to Customer Insights to analyze these segments in depth
3. Select your saved segment from the dropdown to instantly view metrics for that specific customer group
4. Compare performance across different segments to identify patterns and opportunities

This powerful connection between segmentation and analysis lets you answer targeted business questions like:

• Which customer segments have the highest lifetime value?
• How does retention differ between customers acquired from different sources?
• What patterns emerge when comparing high-engagement vs. low-engagement customers?

Applied filters

Refine your view with precise filtering:

1. Click the search bar to find customers by name, email, or domain
2. Use dropdown selectors to filter by app plan, Shopify plan, and more
3. Click More filters to access the full range of filtering options
4. Your applied filters appear as tags that you can easily remove or modify

The Customer Insights table immediately updates to show:

• The number of customers matching your criteria
• Key metrics for the filtered segment
• Individual customers and their specific values

Pivot analysis

Break down your metrics by different dimensions by adding pivot filters from the left panel:

1. Under the Pivot section, click + next to the dimension you want to analyze
2. Common pivots include App plan, Paying status, Country, and Traffic source
3. Your results will group customers by these dimensions, showing metrics for each group
4. Compare values across groups to identify patterns and opportunities

Valuable pivot dimensions include:

• App plan: See how different subscription tiers perform
• Payment status: Compare metrics between paying and non-paying customers
• Traffic source: Identify which acquisition channels bring your most valuable customers
• Geography: Discover regional patterns in value and retention
• Industry: Learn which business types generate the most revenue

Best practices

Get the most value from Customer Insights with these practical tips:

• Combine metrics strategically: Look at CLV alongside TTU to understand the relationship between retention and revenue
• Compare across dimensions: Use pivots to find unexpected patterns, like which traffic sources bring your highest-value customers
• Look for outliers: Identify unusual values that might indicate problems or opportunities
• Track trends over time: Export data regularly to build a historical view of your performance
• Test hypotheses: Use insights to form theories, then validate with targeted segments
• Share findings regularly: Make data-driven decisions by incorporating insights into your regular business reviews

Actionable insight examples

Here are specific ways to turn Customer Insights into business results:

Revenue opportunities

• Compare CLV across different app plans to identify underpriced or overpriced tiers
• Filter for customers with high usage but low-tier plans to find upgrade candidates
• Identify paying vs. non-paying segments to discover conversion opportunities

Retention improvements

• Compare TTU across different onboarding experiences to optimize first impressions
• Find combinations of features that correlate with longer retention
• Identify customer segments with unusually short TTU for targeted intervention

Acquisition optimization

• Compare CLV across traffic sources to prioritize your most profitable marketing channels
• Analyze which customer segments have the highest AMR to refine your ideal customer profile
• Identify geographic or industry segments with strong metrics to focus expansion efforts

Product development

• Correlate feature usage with CLV to prioritize your development roadmap
• Find patterns in customer segments that generate the highest revenue
• Identify which aspects of your app correlate most strongly with long-term retention

By regularly analyzing your Customer Insights, you’ll develop an increasingly nuanced understanding of what drives value in your business - and exactly which levers to pull for growth.