What is the Customer Insights Dashboard for Brands?

What is the Customer Insights Dashboard for Brands?

The Customer Insights Dashboard Report offers a comprehensive overview of consumer purchase behavior, spanning both store and brand levels. This dynamic report covers essential aspects including Customer Conversion, Online Users by Traffic Source, Revenue Performance, Orders by Channel, Orders by Type, Engage Communication, Customer Database by Orders Placed, Average Revenue Per Store, and Average Orders Per Store. These insights are invaluable for optimizing marketing strategies, enhancing customer engagement, and improving operational efficiency. Access this report under the Overview section of YUMBI Reports, available on the left-hand panel or through this link here.

Brand Summary Metrics

What are Customer Conversion and Online Users by Traffic Source?

It is important to note that you need to select a brand to view these summaries. Access to these summaries is restricted to brand executives only.

Customer Conversion

You can watch a short explainer video on the Customer Conversion Graph here:


This summary provides significant insights into the number of potential customers converting into actual customers.


Note: The rectangle icons displayed at the top of the graph are clickable filter options that allow you to easily read the visual presentation.

Customer Conversion provides insights into the following:

Call in and Online Users 

This represents the total number of users or potential customers who interact with your restaurant's online platform or place orders via phone.

Customers

This represents the number of users who have successfully completed a purchase or placed an order.

Conversion Rate

The percentage of all users who become customers. This is calculated by dividing the number of customers by the total number of users and multiplying by 100. The conversion rate is a crucial indicator of the effectiveness of your marketing and sales strategies.

Below the graph you’ll be able to see the User Conversion Rate as a percentage for the last month as well as the orders per customer. There will also be a visual on whether these percentages have increased or decreased from the previous month.

Online Users by Traffic Source

You can watch a short explainer video on the Online Users by Traffic Source Graph here:


This summary provides insights into how users find and interact with your restaurant's online platform.


Note: The rectangle icons displayed at the top of the graph are clickable filter options that allow you to easily read the visual presentation.

The Online Users by Traffic Source metric includes the following sources:

Digital Ads and CRM

Users who arrive at your brand restaurant's online ordering website through paid digital advertisements, campaign tracked users or customer relationship management (CRM) campaigns.

Direct or Unknown

Users who directly type your brand restaurant's online ordering website URL into their browser, as well as users who have your brands app and launch it from their mobile's home screen or whose traffic source cannot be identified due to insufficient tagging of promotional campaigns.

Users who land on your brand restaurant's online ordering website through unpaid search engine results.

Referral

Users who come to your brand restaurant's online ordering website via links from other websites.

Social

Users who have been directed to your brand restaurant’s online ordering website from a Social media platform.

Below the graph you’ll be able to see the actual numbers as well as percentages of users by traffic source for the last month as well as a visual on whether these percentages have increased or decreased from the previous month.

Store Summary Metrics

Note: The rectangle icons displayed at the top of the graph are clickable filter options that allow you to easily read the visual presentation.

What is Revenue Performance?

Revenue Performance

You can watch a short explainer video on the Revenue Performance Graph here:


This summary analyzes the sales generated from orders received by your store during the specified period, comparing them to the previous year.


The key Highlights of the Revenue Performance Analysis are;

Period Revenue (Year-on-Year Growth) 

The Rand value for the period including a percentage increase or decrease from the previous year. 

Period Orders (Year-on-Year Growth) 

The number of orders within the period including a percentage increase or decrease from the previous year. 

Last Month Revenue (Year-on-Year Growth) 

The Rand value of the previous month’s revenue including a percentage increase or decrease from the previous year. 

Last Month Orders (Year-on-Year Growth)

The number of orders from the last month including a percentage increase or decrease from the previous year. 

What are Orders by Channel and Orders by Type?

Orders by Channel

You can watch a short explainer video on the Orders by Channel Graph here:


This summary presents the number of customer orders across various platforms used for ordering at your restaurant: App, Website, Call Centre, iOS, and Android mobile devices.


Note: The rectangle icons displayed at the top of the graph are clickable filter options that allow you to easily read the visual presentation.

Orders by Channel provides insights into the following:

Web

Indicates the number of orders placed via the Website.

Android

Represents orders placed from Android Operating System devices, including Samsung and Huawei mobile devices.

iOS

Shows orders placed from iOS devices, such as iPhones.

Call-In

Reflects orders placed via phone, managed through the YUMBI Ordering Platform by agents at the Call Centre.

Below the graph you’ll see the actual numbers from the last month for each of the ordering channels as well as a percentage increase or decrease change year-on-year.

Orders by Type

You can watch a short video on the Orders by Type graph here:


This overview provides insights into different types of orders placed at the restaurant: such as a collection, delivery or kerbside order, Dine-In and To-Go.


Note: The rectangle icons displayed at the top of the graph are clickable filter options that allow you to easily read the visual presentation.

Orders by Type provides insights into the following:

Delivery

Customers opt to have their order delivered to a specified location, such as their home or office.

Collect

Customers pick up their order directly from the restaurant instead of opting for delivery.

Kerbside

Customers drive to a designated area outside the restaurant to pick up their order, minimizing physical contact.

Dine-In

Customers choose to enjoy their meals inside the restaurant, placing orders via a QR code on their table and being served by restaurant staff.

To-Go

Customers scan a QR code in-store to place their order for takeaway, emphasizing contactless, efficient, and personalized service.

Below the graph you’ll see the actual numbers from the last month for each of the ordering types as well as a percentage increase or decrease change year-on-year.

What are Engage Communication and Customer Acquisition & Retention?

Engage Communication

You can watch a short explainer video on the Engage Communication Graph here:



This summary allows you to monitor the effectiveness of your customer engagement strategies, at both the Brand and Store levels. By measuring engagement rates and customer feedback, you can refine your communication tactics to enhance overall effectiveness.

Note: The rectangle icons displayed at the top of the graph are clickable filter options that allow you to easily read the visual presentation.

Engage Communication provides insights into the following:

Addressable Customers (12 Months)

Customers who have ordered from your restaurant or registered in the last 12 months. These customers are classified into:
  • Active: Active customers are those who placed their most recent order within the active window, which is defined as the period during which 90% of customers typically place a repeat order.
  • At Risk: Customers in the bottom 10% of ordering frequency, indicating they might stop ordering soon, but still have the potential to return.
  • Lost Customers: Customers who fall outside the active and at-risk categories. These customers are classified as lost; they are statistically very unlikely (0.2%) to order again.

Brand CRM

Number of customers reached by campaigns run at the brand level, targeting the overall customer base.

Store CRM

Number of customers reached by campaigns run at the store level, focusing on local customer engagement.

Brand & Store CRM

Number of customers reached by both brand and store-level campaigns.

Below the graph, you can see how many addressable customers were communicated with in the previous month, the percentage targeted, and how many messages each customer received. The data is shown from both a brand and store perspective.


Customer Acquisition and Retention

You can watch a short explainer video on the Customer Acquisition and Retention graph here:


This overview provides insights into how customers are acquired, retained, and re-engaged over time. The Customer Acquisition and Retention graph helps you understand overall customer growth trends by showing how many customers are new, returning, or won back each month, as well as the total customer base.


Note: The rectangle icons displayed at the top of the graph are clickable filter options. These allow you to navigate through different data points, making it easier to focus on specific customer segments within the visual presentation.

Customer Acquisition and Retention provides insights into the following:

New this month

Customers who placed their first order during the selected month.

Returning this month

Customers who have ordered before and made another purchase during the selected month.

Won back this month

Customers who were previously lost, but returned to place an order during the selected month, also referred to as lapsed customers.

Total Customers

The total number of customers who placed an order in the selected month, combining new, returning, and won-back customers.

Below the graph, you’ll find the actual number of customers who ordered in the previous month, along with a percentage increase or decrease compared to the month before. This helps you quickly assess month-over-month performance and identify growth or decline trends.

What are Customer Database by Orders Placed and Active Customers?

Customer Database by Orders Placed

You can watch a short explainer video on the Customer Database by Orders Placed here:



This summary provides valuable insights into customers who have registered and placed an order at your restaurant within the last 12 months. Customers are classified into three categories: active, at risk, and lost.

Note: The rectangle icons displayed at the top of the graph are clickable filter options that allow you to easily read the visual presentation.

Customer Database by Orders Placed provides insights into the following:

Registered

Customers who have registered online;
  1. Brand Level: Customers who have registered online but have not yet attempted to place an order.
  2. Store Level: Customers who have registered online and shown intent by adding items to their cart, but abandoned their order at the checkout page without completing the transaction.

Trial

Customers who have placed their first order are classified as Trial customers.


Active

Customers who have placed a second order are classified as Active customers.


Engaged

Customers who have placed 3 or more orders are classified as Engaged customers.

Below the graph you’ll be able to see the percentage for each - registered, trial, activated and engaged

Active Customers

You can watch a short explainer video on the Active Customers graph here:



This overview provides insights into customer activity and engagement levels across different stages of the customer journey. The Active Customers graph shows how many customers are actively interacting with your restaurant and classifies your non-lapsed customer database into three loyalty stages.

Trial customers have placed one order but have not yet returned. Activated customers have ordered again, which is a positive sign of growing engagement. Engaged customers have placed a third order, often a strong indicator that they are likely to continue ordering and become loyal customers.

This report helps identify the structure of your active customer base, enabling you to craft targeted strategies to improve retention and long-term loyalty.

Note: The rectangle icons displayed at the top of the graph are clickable filter options. These allow you to isolate specific customer groups and better understand trends within each category.

The Active Customers graph classifies customers based on their ordering behaviour, helping you understand engagement levels across different stages of the customer journey.

Total Active Customers

The total number of customers who are currently active, excluding lost or inactive customers.


Trial Customers

Customers who have placed their first order. This group represents new customers who are trying the product or service for the first time.


Activated Customers

Customers who have placed a second order. These customers have returned after their initial purchase, indicating early retention.


Engaged Customers

Customers who have placed three or more orders. This group reflects highly engaged and loyal customers who consistently interact with your restaurant.

Below the graph, you’ll see the latest monthly figures for active customers, along with the percentage increase or decrease compared to the previous month. This section helps you track engagement trends and evaluate the effectiveness of activation and retention efforts.

What are the Average Revenue Per Store and Average Orders Per Store?

Average Revenue Per Store

You can watch a short explainer video on the Average Revenue Per Store Graph here:



This summary offers crucial insights into the financial performance and profitability of your restaurant(s).

Note: The rectangle icons displayed at the top of the graph are clickable filter options that allow you to easily read the visual presentation.

The Key Highlights of the Average Revenue Per Store Analysis are;

Average Revenue

This metric signifies the average revenue generated per restaurant within a specified period, indicating the financial health of each location. 

Stores

Refers to the number of operational restaurants contributing to the total revenue. The performance of each restaurant directly influences the overall average revenue per store, reflecting operational effectiveness and profitability. 


Below the graph you’ll be able to see the average revenue in Rand value as well as the number of stores.


Average Orders Per Store

You can watch a short explainer video on the Average Orders Per Store Graph here:


This summary highlights a critical metric that provides insights into the operational efficiency and customer engagement of individual stores within a restaurant or restaurant chain.


Note: The rectangle icons displayed at the top of the graph are clickable filter options that allow you to easily read the visual presentation.

The Key Highlights of the Average Orders Per Store Analysis are;

Average Revenue

This metric represents the average number of orders processed per store within a specified period during the current year.

Stores

Refers to the number of operational restaurants contributing to the total order count. Each store's performance contributes directly to the overall average orders per store. 

Below the graph you’ll be able to see the actual number of average orders and the number of stores.

If you would like further clarity on any of these graphs, please contact the Customer Success Team on connect@yumbi.com


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