Explanation of Analytics & Data

In this guide, we explain how to work with the analyses, reports, and data available in Loyalista. We also describe how the metrics are calculated and summarize where you can find the different types of data.

Data

In your Loyalista user account, you will find data about your loyalty program and your customers in many places. This data helps you analyze how your loyalty program is being used and continuously improve it. In this guide, we focus primarily on analyses and metrics rather than raw data. Nevertheless, Table 1 provides an overview of the guides in which you can find explanations of the respective raw data.

Data	Guide
Customer overview	Main Menu: Customers
Orders of individual customers	Main Menu: Customers
Point balances of individual customers	Main Menu: Customers
Points history of individual customers	Main Menu: Customers
Overview of all merge requests	Main Menu: Customers
Order overview	Main Menu: Orders
Address data of individual customers	Main Menu: Customers

Reports

Loyalista currently provides reports in the form of data points, bar charts, and a Top N Customers table. The reports reflect the current data and are continuously updated.

Data Points

On your dashboard, you will find aggregated metrics displayed as data points. These metrics give you a quick overview of the performance of your loyalty program. Table 2 explains how the individual data points are calculated and what they mean:

Metric	Explanation	Interpretation / Added Value
Total Redeemable Points	Shows the total number of redeemable points held by your customers, i.e. all customer points that are neither locked nor expired. Under certain circumstances, the total number of redeemable points can also be negative. This is also reflected in this display.	High: Many points are currently available for redemption. Low: Few points are currently available, for example because they have already been redeemed or are still within the lock period. Benefit: Overview of the currently available redemption potential.
Total Locked Points	Shows the total number of locked points held by your customers, i.e. all customer points that are neither redeemable nor expired.	High: Many points are currently still within the lock period. Low: Few points are currently locked or many points have already been released. Benefit: Estimate of how many points may become redeemable in the near future.
Total Points Accounts	Shows the total number of customers currently enrolled in your loyalty program. Customers whom you have manually set to inactive are also included.	High: Broad interest in the program. Low: Potential to attract more customers to the program. Benefit: Measurement of customer-base growth.
Value of All Points	Shows the value of all points held by your customers, i.e. the combined value of all locked and redeemable points. The value is calculated as follows:(Locked Points + Redeemable Points) * Value of One Point = Value of All Points	High: A high financial volume is tied up. Low: Lower financial provisions are required. Benefit: Accounting overview of liabilities.
Inactive Customers	Customers who have shown no activity for more than 90 days. Only the following count as activity: order, redemption, or manual points 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 had no movement (collection or redemption) 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 how your metrics develop over time. You can adjust the chart by selecting a metric, a period, and an interval. The calculation of each metric is predefined and cannot be changed through a separate aggregation method.

Table 3 describes the metrics available for selection in the chart:

Metric	Description	Calculation
Points Collected	Shows the number of points collected within the selected interval. Interpretation: High: High engagement; increased provisioning exposure. Low: Low program usage. Benefit: Measure the success of campaigns and promotions.
Points Redeemed	Shows the number of points redeemed within the selected interval. Interpretation: High: Active customer engagement and reduced liabilities. Low: Low incentive to redeem points. Benefit: Measurement of program dynamics.
Points Refunded	Shows the number of points credited back within the selected interval as a result of cancellations or credit notes. Interpretation: High: Many returns or goodwill adjustments. Low: Stable purchasing processes. Benefit: Quality control.
Total Collected Points	Shows the total number of points collected at the end of the selected interval. Interpretation: High: Long-term growth and program maturity. Low: Program is still in an early stage. Benefit: Overview of the total volume.	Total Locked Points + Total Redeemable Points + Total Redeemed Points + Total Expired Points
Registrations	Shows the number of registrations for your loyalty program within the selected interval. Interpretation: High: Successful marketing. Low: Potential for improving customer acquisition. Benefit: Growth monitoring.
Deletions	Shows the number of customers who left your loyalty program within the selected interval. Interpretation: High: Possible dissatisfaction or insufficient perceived value. Low: High customer loyalty. Benefit: Warning signal for program optimization.
Total Accounts	Shows the total number of customers participating in your loyalty program at the end of the selected interval. Interpretation: High: Broad reach. Low: Small customer base. Benefit: Scaling metric.	Total Registrations – Total Deletions
Redemption Rate	Shows the ratio between points collected and points redeemed within the selected interval. Interpretation: A higher value indicates that collected points are redeemed more frequently. A lower value may indicate that points are collected but rarely used. A reference value for many loyalty programs is around 60%. Benefit: Key metric for program attractiveness.	Redeemed Points / Collected Points
Total Revenue	Sum of all revenue generated by customers participating in the loyalty program during the selected period. Interpretation: High: Participating customers generate high revenue during the selected period. Low: Participating customers generate comparatively low revenue during the selected period. Benefit: Assessment of the economic contribution of your loyalty program.	Sum of all revenue
Repeat Purchase Rate	Shows the percentage of customers who placed more than one order during the selected period in relation to the total number of active customers. Interpretation: High: High loyalty. Low: Many one-time buyers. Benefit: Benchmarking customer loyalty intensity.	(Customers with >1 Order / Active Customers) * 100
Order Frequency	Shows how often a customer participating in the loyalty program placed an order on average during the selected period. Interpretation: High: Short repeat-purchase cycles. Low: Sporadic purchases. Benefit: Planning customer-contact frequency.	Total Number of Orders / Active Customers
Points per Order	Shows how many points were awarded on average per order. Interpretation: High: High basket value or generous points allocation. Low: Low incentive per purchase. Benefit: Fine-tuning rewards.	Points Awarded / Orders
Active Redemption Users	Shows the number of customers who made at least one redemption during the selected period. Interpretation: High: Many customers actively use the available benefits. Low: Redemption barriers may be too high. Benefit: Assessment of how many customers actually use your redemption options.	Customers with >= 1 Redemption
Breakage Rate	Shows the percentage of expired points in relation to collected points. The metric is calculated only if collected points exist within the selected period. Interpretation: High: Reduced program liability, but with potential for customer disappointment. Low: High relevance and utilization of points. Benefit: Financial planning support.	(Expired Points / Collected Points) * 100
Average Points per Customer	Shows the average available points balance per active customer. Interpretation: High: Active customers have many redeemable points on average. Low: Active customers have comparatively few available points on average. Benefit: Assessment of how strongly your loyalty program is currently loaded with redeemable points.	Available Points / Active Customers
Sleeping Points	Sum of points that have had no movement (collection or redemption) for more than 90 days. Interpretation: High: Inefficient capital commitment. Low: High points circulation. Benefit: Trigger for reactivation campaigns.
Inactive Customers	Customers who have shown no activity for more than 90 days. Only the following count as activity: order, redemption, or manual points movement. Birthday points do not count as activity. Interpretation: High: Churn risk. Low: High customer activity. Benefit: Target group for win-back activities.

For the bar chart, you can select a period and an interval. The available periods are All Time, Last Year, Current Year, Last Quarter, Current Quarter, Last Month, Current Month, Yesterday, Today, and Specific Date. The available intervals are Yearly, Quarterly, Monthly, Weekly, and Daily.

Table 4 explains how values are grouped for each interval:

Interval	Grouping
Yearly	Grouped by calendar year.
Quarterly	Grouped by quarter.
Monthly	Grouped by calendar month (Jan – Dec). For periods spanning multiple years, matching months are combined, for example all January values.
Weekly	Grouped by weekday (Mon – Sun). For example, all Mondays within the selected period are displayed together. Values are not grouped by calendar week.
Daily	Grouped by calendar day of the month (1st – 31st). For periods spanning multiple months, matching calendar days are combined.

Top N Customers

The Top N Customers report shows the customers with the highest values for a selected metric. “Top” refers exclusively to descending sorting by the selected metric and does not represent an overall qualitative assessment of a customer. You can choose whether to display the top 5, 10, 15, 25, or 50 customers and select the metric used for sorting.

Table 5 shows the criteria available for sorting the customer overview:

Metric	Description	Calculation
Points Collected	Shows the number of points collected within the selected period. Interpretation: Identifies customers with the highest collection activity. Benefit: Focus on top point collectors.
Points Redeemed	Shows the number of points redeemed within the selected period. Interpretation: Highlights customers with the highest reward interaction. Benefit: Identification of loyal redeemers.
Points Refunded	Shows the number of points credited back within the selected period as a result of cancellations or credit notes. Interpretation: May indicate high return rates or targeted goodwill adjustments. Benefit: Process analysis.
Total Revenue	Sum of revenue generated per customer within the selected period. Interpretation: Identifies the customers generating the highest revenue. Benefit: VIP customer management.
Order Frequency	Shows the number of orders per customer within the selected period. Interpretation: Identifies repeat customers with high purchase frequency. Benefit: Timing of offers.
Points per Order	Shows the average number of points awarded per order for the respective customer. Only customers with at least 2 orders are included. Interpretation: Highlights customers with high basket values or efficient points allocation. Benefit: Performance check.
Redemption Count	Shows the number of redemptions per customer within the selected period. Interpretation: Highlights the most active redeemers among your top customers. Benefit: Campaign profiling.
Sleeping Points	Shows the sum of points per customer that have had no movement for more than 90 days. Interpretation: Identifies top customers with unused points balances. Benefit: Reactivation trigger.