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Customer Insights


Use Customer Insights to get actionable information about your loyalty members and their actions in your loyalty program and manage customer profiles. Our built-in segmentation scheme and brand advocate identification method help you target customers with personalized offers.

When heading to the Customer Insights menu item, you’ll first find the Customers page with the list of the customers who have already registered to the loyalty program.

Customer profile

To get to a specific member’s profile, click on the corresponding ‘Open’ button. The Overview tab of the Profile page will open up first.


Under the Overview tab, you’ll find a detailed portrait of your customer, with all the information collected in the loyalty program and sent in through our API, namely:

  • Name
  • Current tier
  • Profile picture
  • Location
  • Email address
  • Birthday
  • Location
  • Date of join
  • Number of points available to spend
  • Points earned since the customer is a member of the loyalty program, otherwise known as score – it defines current customer tier
  • Points spent
  • Pending points
  • Reserved points
  • Answers to profiling questions
  • Information sent through the API
  • Average basket value with the number of orders
  • Number of profile fields filled out and the customer’s answers to these questions
  • Gender
  • Status
  • Handler
  • Latest actions completed
  • Completed challanges
  • Claimed rewards
  • Segments that the customer is a part of
  • Facebook ID (if the customer has connected their Facebook account for points in the Social Follow module)

Moreover, here you can manage basic profile actions at the top of the page:

  • Level up a customer (you can manually set the customer’s tier if you have activated the Tiers module)
  • Opt the customer out (your customer can join your loyalty program again anytime)

Personal information

By navigating to the Personal information tab on the left-hand side of the page, you can find and manually update basic customer information or answers to profiling questions.


Under the Events tab, you’ll see a detailed list of all the customer events that were carried out on the Loyalty Hub and sent through the API with all the attributes attached.

Beside the list of each customer’s events, you can also add events manually to the customer’s events history. If the event is rewarded by loyalty points, the associated points will be added to the customer’s point balance as well.

Here’s how you can add events:

  • Click on the ‘Add action’ button on the upper right-hand side of the Events page
  • Select the event you would like to add
  • Add event properties
  • Click on the ‘Send’ button

As soon as you click on the ‘Save’ button, the event will appear on the list and the customer will get the associated points, if any.

Points history

On the Points history tab, we show all the events that have an impact on the customer’s point balance, so it’s easy to track the changes in a customer’s point balance.

In addition, you can manually add or deduct points from customer accounts. To add/deduct points:

  • Click on the ‘Manage points’ button on the upper right-hand side of the Points history page
  • Select ‘Add points’/’Sub points/Spend ponts’ depending on your need
    • Add points: increases the score and spendable points – affects customer tier
    • Sub points: decreases the score and the number of spendable points as well – affects customer tier
    • Spend points: decreases the spendable points and increases the number of spent points  – doesn’t affect customer tier
  • Enter the point value
  • Enter the expiration date of added points, if any
  • Add the reason (please note, that this text won’t appear on the customer facing Loyalty Hub, it only serves administrative purposes on the loyalty platform)
    You can either select a reason already added in the Settings menu, or you can insert a custom reason as well.

To customize the text that appears on the Points History page of the Loyalty Hub, please customize lc_point_add and lc_point_sub keys on the Translations page.


The segment editor helps you better personalize and target your loyalty program offers. Create segments of loyalty program members based on any data that is available in the loyalty program, such as age, gender, average basket value or rewards redeemed.

You can find your segments by navigating to the ‘Segments’ tab under the ‘Customer Insights’ menu.

Segments are continually refreshed, which means that on any given day each segment will contain an up-to-date list of customers.

Create a new segment

You can create unlimited number of segments with the built-in segment editor.

  • Click on the ‘Create segment’ button on the Segments page
  • Enter the name of the segment
  • Add customer filter(s)
    • Select the customer attribute
      You can filter customers based on any information that Antavo stores about your customers.
    • Select the operator
    • Define the value

You can define as many filters as you need in one segment with the ‘AND’ and ‘OR’ buttons

  • Click on the ‘Save’ button

Edit a segment

You can go back to your custom segments and edit them anytime.

  • Open the segment
  • Click on the pencil button on the upper right-hand side of the page
  • Edit your segment by changing its name or the segmentation method
  • Save your settings

Bind segments to your loyalty offers

You can use segments in 3 of our loyalty modules:

  • Rewards: define segments of members who can redeem a specific reward
  • Challenges, Fitbit activities: define segments of members who can earn loyalty points for completing specific challenges

Import segments

If you want to use previously created segments in Emarsys in the loyalty modules mentioned above, you can import them if active sync on the loyalty platform is set up.

To import a segment, click on the ‘Import segments’ button on the Segments page.

Important!Segment sync occurs on a daily basis to keep the lists up-to-date. We import only customers to loyalty segments who are already members in your loyalty program, non-loyalty customers cannot be synced to the loyalty platform.

Customer Lists

Customer lists are similar to customer segments, but with one distinct difference: you can manually add customers of your choice to the list, without setting predefined rules that add customers automatically. You can add or remove customers from lists anytime.

Create a new list

  • Click on the ‘Create’ button on the Customer Lists page
  • Enter the name of the list and click on the ‘Create’ button

The name of the list can be edited anytime using the ‘Edit’ button.

Add members to a list

  • Go to the Customer Lists page
  • Click on the ‘Open’ button for the list you would like to add members to
  • Type the name or the email address of the customer you want to add under the ‘Add new member’ section
  • Once you find the customer you want to add, click on the corresponding ‘Add’ button

Delete members from a list

  • Go to the Customer Lists page
  • Click on the ‘Open’ button of the list you would like to delete members from
  • Once you find the customer you want to delete, click on the corresponding ‘Remove’ button
  • Confirm your decision in the dialog that appears

Bind lists to your loyalty offers

You can use lists in 3 of our loyalty modules:

  • Rewards: define segments of members who can redeem a specific reward
  • Challenges, Fitbit activities: define segments of members who can earn loyalty points for completing specific challenges

Brand advocates

We have introduced brand advocate identification to help you find your top 25 influencers. Your biggest brand advocates may not always be your biggest spenders, but these customers are happy to recommend your products and able to attract new customers to your store.

You can find them by navigating to the Brand Advocates tab on the left-hand side of the page.

Calculation methodology

We use the influencer score to rank top influencers. The influencer score is calculated from the following activities of a customer and their weights:

  • Friend referrals: customers get 20 points for each referral (if the Friend referral module is enabled)
  • Writing reviews: customers get 5 points for each review (if the Gamified review module is enabled)
  • Share impressions: customers get 5 points per share impression
  • Shares: customers get 3 points per share (if the Social share module is enabled)

To keep the list up to date, we take away 5% of the points after each month passes, after an activity is performed (i.e. if a customer referred a friend 3 months ago, the points they earned for this particular activity has already been reduced by 5% three times).

Important!Please note that these points are not added to the customer’s point balance. This point system is used internally, only to calculate the influencer score. This calculation occurs once per week.

How can you make use of brand advocate identification?

  1. Reward your advocates
    Encouraging your advocates to continue helping you acquire new customers is crucial for your business. With special treatment and surprise gifts to say “thanks,” you can keep them by your side.
  2. Engage your advocates
    Starting a conversation helps you understand why and how a customer becomes loyalty to your brand. You may find hidden motives that you were not aware of and use this information to fine-tune your marketing strategy.
  3. Involve your advocates in product development
    Your advocates know exactly what your target audience needs, as they are in the very heart of this group. Letting brand advocates take part in designing new products and solutions will help them feel even closer to the brand, and they won’t miss the chance to share their experiences on social media.