Explanation of Analytics & Data

In this guide, we explain how to work with the analytics, evaluations, and data available in Loyalista. We also describe how individual key figures are calculated and summarize where you can locate specific data points.

Data

In your Loyalista account, you will find data about your loyalty program and your customers across several sections. This data helps you analyze the usage of your bonus program and continuously optimize it. While this guide primarily focuses on analytics and key performance indicators rather than raw data, Table 1 provides an overview of which specific guide explains the respective raw data.

Data	Document
Customer overview	Main menu: Customers
Orders from individual customers	Main menu: Customers
Point balances from individual customers	Main menu: Customers
Points history from indiviual customers	Main menu: Customers
Overview of each merge request	Main menu: Customers
Order overview	Main menu: Orders
Address data from individual customers	Main menu: Customers

Analyses

Loyalista currently offers analyses in the form of data points, bar charts, and a Top N Customers table. These evaluations reflect real-time data and are updated continuously.

Data Points

On your dashboard, you will find aggregated metrics presented as key data points. These figures provide a quick overview of the performance of your loyalty program. Table 2 details the calculation and meaning of each data point:

Key Figure	Explanation	Interpretation / Value Add
Total Redeemable Points	Indicates the total number of redeemable points of your customers, i.e. the total number of points of your customers that are neither blocked nor expired. The total number of redeemable points of your customers can also be negative under certain conditions. This is also taken into account in this display.	High: Many points are currently ready for redemption. Low: Few points are currently available, e.g. because they have already been redeemed or are still in the blocking period. Benefit: Overview over the currently available redemption potential.
Total Locked Points	Indicates the total number of all locked points of your customers, i.e. the total number of points of your customers that are neither redeemable nor expired.	High: Many points are currently still in the blocking period. Low: Few points are currently locked or many points have already been released. Benefit: Assessment of how many points can become redeemable in the near future.
Total number of point accounts	Indicates the total number of your customers who are currently enrolled in your loyalty program. Customers that you have manually set to inactive are also taken into account here.	High: Wide interest in the program. Low: Potential in acquiring customers for the program. Benefit: Measuring the growth of the customer base.
Total Value of Points	Indicates the value of all points of your customers, i.e. the sum of the value of all locked and redeemable points. The value is calculated as follows:(Locked Points + Redeemable Points) * Value of One Point = Total Value of Points	High: High financial volume tied up. Low: Low financial provisions required. Benefit: Accounting overview of liabilities.
Inactive Customers	Customers who have not shown any activity for more than 90 days. Activity only includes: ordering, redeeming, or manual point movement. Birthday points do not count as activity.	High: High risk of churn. Low: Healthy, active customer base. Benefit: Reactivation through targeted marketing measures.
Sleeping Points	Sum of points per customer that have not shown any movement (collecting or redeeming) for more than 90 days.	High: Many points are currently not being actively used. Low: Points are regularly moved or redeemed. Benefit: Identification of customers with unused redemption potential.

Bar Chart

The bar chart on your dashboard visualizes the development of your key metrics over time. You can customize the chart flexibly by selecting a metric, a time period, an interval, and an aggregation method.

Table 3 outlines the metrics available in the chart:

Key Figure	Description	Calculation
Points collected	Indicates the number of points collected within the selected interval. Interpretation: High: High engagement; risk for provisions. Low: Low program usage. Benefit: Success control of actions.
Points redeemed	Indicates the number of points redeemed within the selected interval. Interpretation: High: Active customer loyalty; reduction of liabilities. Low: Low incentive for redemption. Benefit: Measuring program dynamics.
Points refunded	Indicates the number of points that have been credited back through cancellations/credit notes within the selected interval. Interpretation: High: Many returns or goodwill bookings. Low: Stable purchasing processes. Benefit: Quality control.
Total number of points collected	Indicates the total number of points collected at the end of the selected interval. Interpretation: High: Long-term growth; program maturity. Low: Program in start-up phase. Benefit: Overview of the total volume.	Total number of locked points + Total number of redeemable points + Total number of redeemed points + Total number of expired points
Registrations	Indicates the number of registrations to your loyalty program within the selected interval. Interpretation: High: Successful marketing. Low: Need for optimization in user approach. Benefit: Growth control.
Deregistrations	Indicates the number of unsubscriptions from your loyalty program within the selected interval. Interpretation: High: Dissatisfaction or lack of added value. Low: High customer loyalty. Benefit: Alarm signal for program optimization.
Total participating customers	Indicates the total number of participating customers in your loyalty program at the end of the selected interval. Interpretation: High: Large reach. Low: Small customer base. Benefit: Scaling metric.	Total number of registrations – Total number of deregistrations
Redemption Rate	Indicates the ratio between points collected and redeemed within the selected interval. Interpretation: A higher value shows that collected points are redeemed more frequently. A low value can indicate that points are collected but rarely used. A reference value for many loyalty programs is around 60%. Benefit: Core metric for attractiveness.	Points redeemed / Points collected
Total Revenue of participating customers	Sum of the turnover made by all customers participating in the bonus program in the selected period. Interpretation: High: Participating customers achieve high turnover in the selected period. Low: Participating customers achieve rather low turnover in the selected period. Benefit: Assessment of the economic contribution of your loyalty program.	Sum of all revenues
Repeat purchase rate	Indicates the percentage of customers who made more than one order in the selected period, in relation to the total number of active customers. Interpretation: High: High loyalty. Low: Many one-time buyers. Benefit: Benchmarking for loyalty intensity.	(Customers with >1 order / active customers) * 100
Average order frequency	Indicates how often a customer participating in the loyalty program has placed an order on average within the selected period. Interpretation: High: Short repurchase cycles. Low: Sporadic purchases. Benefit: Planning the contact frequency.	Total number of orders / active customers
Points per order	Indicates how many points were awarded on average per order. Interpretation: High: High shopping basket value or generous points allocation. Low: Low incentive per purchase. Benefit: Fine-tuning the rewards.	Assigned points / orders
Active Redemption Users	Indicates the number of customers who have made at least one redemption within the selected period. Interpretation: High: Many customers use benefits. Low: Redemption hurdles too high. Benefit: Assessment of how many customers actually use your redemption options.	Customers with >= 1 redemption
Breakage Rate	Indicates the percentage of expired points in relation to points collected. The key figure is only calculated if points were collected in the selected period. Interpretation: High: Unplanned program relief, but potential for disappointment. Low: High point relevance. Benefit: Financial planning aid.	(Expired points / points collected) * 100
Average point balance per customer	Indicates the average available point balance per active customer. Interpretation: High: Active customers have many redeemable points on average. Low: Active customers have rather few available points on average. Benefit: Assessment of how heavily your loyalty program is currently loaded with redeemable points.	Available points / active customers
Sleeping points	Sum of the points that have not shown any movement (collecting or redeeming) for more than 90 days. Interpretation: High: Unecomonic capital lock-up. Low: High point circulation. Benefit: Trigger for reactivation campaigns.
Inactive customers	Customers who have not shown any activity for more than 90 days. Activity only includes: ordering, redeeming, or manual point movement. Birthday points do not count as activity. Interpretation: High: Churn threatens. Low: High customer activity. Benefit: Target group for recovery.

Table 4 explains the selectable time periods and their corresponding intervals:

The values within the filter for the interval depend on the value set in the filter for the period. Table 4 shows you the respective dependency.

Values Period	Values Interval
Total Period	Yearly Quarterly Monthly Weekly Daily
Last Year	Yearly QuarterlyMonthly Weekly Daily
Actual Year	Yearly Quarterly Monthly Weekly Daily
Last Quarter	QuarterlyMonthly Weekly Daily
Actual Quarter	QuarterlyMonthly Weekly Daily
Period	Interval
Last month	Monthly, Weekly, Daily
Last 3 months	Monthly, Weekly, Daily
Last 6 months	Monthly, Weekly, Daily
Last year	Monthly, Weekly, Daily
Custom interval	Monthly, Weekly, Daily,Hourly

Table 5 summarizes the available aggregation methods:

Interval	Sum of
Monthly	Months Jan – Dec (Sum of all Januarys within the period = value January, sum of all Februarys within the period = value February, etc.).
Weekly	Weekdays Mon – Sun (Sum of all Mondays within the period = value Monday, sum of all Tuesdays within the period = value Tuesday, etc.)
Daily	1st of the month – 31st of the month (Sum of all 1st days of the month = value 01., sum of all 2nd days of the month = value 02., etc.)

Top N Customers

The Top N Customers analysis highlights your most valuable customers based on customizable criteria. You can specify how many customers to display (e.g., Top 5, Top 10) and which metric to use for sorting.

Table 6 presents the criteria available for sorting the customer overview:

Key Figure	Description	Calculation
Points collected	Indicates the number of points that were collected within the selected period. Interpretation: Identifies customers with the highest collection engagement. Benefit: Focus on top collectors.
Points redeemed	Indicates the number of points that were redeemed within the selected period. Interpretation: Shows customers with the highest reward interaction. Benefit: Identification of loyal redeemers.
Points refunded	Indicates the number of points that were refunded again within the selected time period through cancellations/credit notes. Interpretation: Hint at high return rates or targeted goodwill credits. Benefit: Process analysis.
Total Revenue of participating customers	Sum of the generated turnover per customer in the selected period. Interpretation: Identification of the most valuable customers (Revenue Champions). Benefit: VIP care.
Average order frequency	Shows the number of orders per customer in the selected period. Interpretation: Identification of regular customers with a high purchasing frequency. Benefit: Timing of offers.
Points per order	Shows the points awarded on average per order for the respective customer. Only customers with at least 2 orders are taken into account. Interpretation: Shows customers with a high average order value or efficient points awarding. Benefit: Performance check.
Active Redemption Users	Shows the number of redemptions per customer in the selected period. Interpretation: Shows the most active redeemers among the top customers. Benefit: Campaign profiling.
Sleeping points	Shows the sum of points per customer that have not shown any movement for more than 90 days. Interpretation: Identification of top customers with unused credit. Benefit: Reactivation trigger.