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What customer data is sent into Klaviyo?
What customer data is sent into Klaviyo?
Costin Floricel avatar
Written by Costin Floricel
Updated over 2 years ago

*Note: This section is under active development, some of the data might suffer changes in the future*

The properties are sent to Klaviyo using the export customer profile feature from Reveal; properties are grouped into 4 categories, by function, as listed below.

Person-Related Properties

Generic customer properties are included within this category of properties.

  • RVL Gender – Gender of the customer: m / f / o / NULL

  • RVL Is Guest – Whether or not the customer is a guest customer: true/false

  • RVL Year of Birth – 4-digit representation of the year

  • RVL Date Registered – The date in which the customer’s account was created

  • RVL Accepts Marketing – true/false

  • RVL Custom Attribute {value} – one customer property will be included for each of the customer’s custom attributes
    Eg: “RVL Custom Attribute Client Category”, “RVL Custom Attribute Custom Price Group” etc.

  • RVL Profile Last Modified At – The timestamp at which the customer profile was last updated at.

RFM-Related Properties

Customer properties that are directly tied to RFM segmentation are included within this category of properties.

  • RVL RFM Group Name – The name of the RFM Group

  • RVL RFM Group Id – The RFM Group ID, useful for more technical scenarios, where the name use should be avoided, eg: passing as a parameter in an URL

  • RVL RFM Score – The RFM score for the customer, eg 523 (R=5, F=2, M=3)

  • RVL RFM Group Last Modified At – Timestamp for when the RFM Group last changed for the customer

  • RVL RFM Score Last Modified At – Timestamp for when the RFM Score last changed for the customer

  • RVL RFM R Raw – Number of days since last fulfilled order

  • RVL RFM R Score – The Recency score (first digit in the RFM score)

  • RVL RFM R Percentile – The top percent of customer base in which the customer is included, from a Recency standpoint; computed in thresholds; possible values: 1 / 5 / 10 / 20 / 25 / 50 / 75 / 80 / 90 / 95 / 99 / 100

  • RVL RFM F Raw – The number of orders fulfilled by the customer

  • RVL RFM F Score – The Frequency score (second digit in the RFM score)

  • RVL RFM F Percentile – The top percent of customer base in which the customer is included, from a Frequency standpoint; computed in thresholds; possible values: 1 / 5 / 10 / 20 / 25 / 50 / 75 / 80 / 90 / 95 / 99 / 100

  • RVL RFM M Raw – Total customer expenditure = sum of all fulfilled orders

  • RVL RFM M Score – The Monetary score (last digit in the RFM score)

  • RVL RFM M Percentile – The top percent of customer base in which the customer is included, from a Monetary standpoint; computed in thresholds; possible values: 1 / 5 / 10 / 20 / 25 / 50 / 75 / 80 / 90 / 95 / 99 / 100

NPS-Related Properties

Customer properties that are directly tied to customer feedback are included within this category of properties.

The NPS feedback can be collected for the full experience, after the customer has received the product (named simply “NPS” in Reveal terminology), or immediately after placing the order (named “Pre-Delivery NPS” in Reveal terminology, or “NPS-Pre”).

The properties are listed below, grouped by meaning:

  • RVL NPS Last Response Score * – The last NPS Score given by the customer

  • RVL NPS Last Responded At * – The timestamp of the last NPS Survey response

  • RVL NPS Last Invited At – The timestamp of the last invitation the customer received to fill in an NPS

  • RVL NPS Last Invitation Responded – Whether or not the customer responded to the last invitation to fill in an NPS; NULL means still valid invitation; true if the customer responded, false if the customer didn’t respond and the invitation expired

  • RVL NPS Score Aggregated * – The average of NPS Scores given by the customer, lifetime

    • RVL NPS Score Aggregated Last 3 Responses – The average of last 3 NPS Scores given by the customer, not older than 12 months

    • RVL NPS Score Aggregated Last 3 Months

    • RVL NPS Score Aggregated Last 6 Months

    • RVL NPS Score Aggregated Last 12 Months

  • RVL NPS Response Rate – “RVL NPS Response Count” / “RVL NPS Invitation Count”, expressed in percentages, lifetime; NULL if no invitation was ever sent to fill in an NPS Survey

    • RVL NPS Response Rate Last 3 Months

    • RVL NPS Response Rate Last 6 Months

    • RVL NPS Response Rate Last 12 Months

  • RVL NPS Segment * – Type of responder: promoter / passive / detractor; determined based on his “RVL NPS Score Aggregated”: promoter = 10 – 9.00, passive = 8.99 – 7.00 / detractor = 6.99 – 0

    • RVL NPS Segment Last 3 Months

    • RVL NPS Segment Last 6 Months

    • RVL NPS Segment Last 12 Months

  • RVL NPS Invitation Count – The number of invitations received to fill in an NPS Survey, lifetime

    • RVL NPS Invitation Count Last 3 Months

    • RVL NPS Invitation Count Last 6 Months

    • RVL NPS Invitation Count Last 12 Months

  • RVL NPS Response Count * – The number of NPS Survey responses, lifetime; A Response can be composed just from the Score (no additional questions/details)

    • RVL NPS Response Count Last 3 Months

    • RVL NPS Response Count Last 6 Months

    • RVL NPS Response Count Last 12 Months

  • RVL NPS Promoter Count * – Number of promoter responses (Score 9-10), lifetime

    • RVL NPS Promoter Count Last 3 Months

    • RVL NPS Promoter Count Last 6 Months

    • RVL NPS Promoter Count Last 12 Months

  • RVL NPS Passive Count * – Number of passive responses (Score 7-8), lifetime

    • RVL NPS Passive Count Last 3 Months

    • RVL NPS Passive Count Last 6 Months

    • RVL NPS Passive Count Last 12 Months

  • RVL NPS Detractor Count * – Number of detractor responses (Score 0-6), lifetime

    • RVL NPS Detractor Count Last 3 Months

    • RVL NPS Detractor Count Last 6 Months

    • RVL NPS Detractor Count Last 12 Months

The attributes above marked with * also have correspondents for Pre-Delivery NPS Survey, named “NPS-Pre” instead of “NPS”.
Their meaning is the same, so please consult the above explanations for details. For full reference, they are listed below:

  • RVL NPS-Pre Last Response Score

  • RVL NPS-Pre Last Responded At

  • RVL NPS-Pre Score Aggregated

    • RVL NPS-Pre Score Aggregated Last 3 Responses

    • RVL NPS-Pre Score Aggregated Last 3 Months

    • RVL NPS-Pre Score Aggregated Last 6 Months

    • RVL NPS-Pre Score Aggregated Last 12 Months

  • RVL NPS-Pre Segment

    • RVL NPS-Pre Segment Last 3 Months

    • RVL NPS-Pre Segment Last 6 Months

    • RVL NPS-Pre Segment Last 12 Months

  • RVL NPS-Pre Response Count

    • RVL NPS-Pre Response Count Last 3 Months

    • RVL NPS-Pre Response Count Last 6 Months

    • RVL NPS-Pre Response Count Last 12 Months

  • RVL NPS-Pre Promoter Count

    • RVL NPS-Pre Promoter Count Last 3 Months

    • RVL NPS-Pre Promoter Count Last 6 Months

    • RVL NPS-Pre Promoter Count Last 12 Months

  • RVL NPS-Pre Passive Count

    • RVL NPS-Pre Passive Count Last 3 Months

    • RVL NPS-Pre Passive Count Last 6 Months

    • RVL NPS-Pre Passive Count Last 12 Months;

  • RVL NPS-Pre Detractor Count

    • RVL NPS-Pre Detractor Count Last 3 Months

    • RVL NPS-Pre Detractor Count Last 6 Months

    • RVL NPS-Pre Detractor Count Last 12 Months

Buying Habits-Related Properties

Customer properties that are directly tied to orders are included within this category of properties.

  • RVL Cohort – The month in which the customer placed the first order, in YYYY-MMM format (eg: 2020-Feb)

  • RVL First Delivered Order At – The timestamp when the first delivered order was completed

    • RVL First Delivered Order Recency – Number of days that passed since “RVL First Delivered Order At”

  • RVL First Delivered Order Placed At – The timestamp when the first delivered order was placed

  • RVL Delivered Orders Count – Number of delivered orders (same as “RVL RFM F Raw”)

  • RVL Delivered Orders Amount – Total customer expenditure = sum of all fulfilled orders (same as “RVL RFM M Raw”)

  • RVL Last Delivered Order At – The timestamp when the last delivered order was completed

    • RVL Last Delivered Order Recency – Number of days that passed since “RVL Last Delivered Order At”

  • RVL Last Delivered Order Placed At – The timestamp when the last delivered order was placed

  • RVL Customer Canceled Orders Count – Number of canceled by customer orders

  • RVL Customer Canceled Orders Amount – Sum of all canceled by customer orders

  • RVL Last Customer Canceled Order At – The timestamp when the last order canceled by customer was canceled

    • RVL Last Customer Canceled Order Recency – Number of days that passed since “RVL Last Customer Canceled Order At”

  • RVL Customer Canceled Rate – Customer canceled orders out of finalized orders, excl. Pending; expressed in percentages

  • RVL Last Shop Canceled Order At – The timestamp when the last order canceled by shop was canceled

    • RVL Last Shop Canceled Order Recency – Number of days that passed since “RVL Last Shop Canceled Order At”

  • RVL Shop Canceled Orders Amount – Sum of all canceled by shop orders

  • RVL Shop Canceled Orders Count – Number of canceled by shop orders

  • RVL Shop Canceled Rate – Shop canceled orders out of finalized orders, excl. Pending; expressed in percentages

  • RVL Last Order At – The timestamp when the last order was placed, regardless of current order status

    • RVL Last Order Recency

  • RVL Last Returned Order At – The timestamp when the last returned order was canceled

    • RVL Last Returned Order Recency

  • RVL Returned Orders Amount – Sum of all returned orders

  • RVL Returned Orders Count – Number of returned orders

  • RVL Returned Rate – Returned orders out of finalized orders, excl. Pending; expressed in percentages

  • RVL Average Days Between Transactions – The number of days that pass in average between two transactions for customers with repeat orders (single order customers are not taken into account)

  • RVL Average Order Lines Per Order – Number of delivered order lines divided by number of delivered orders

  • RVL Average Order Value – Sum of delivered orders / Number of delivered orders

  • RVL Average Quantity Per Order – Sum of quantity for delivered order liness / Number of delivered orders

  • RVL Is Profitable – True if the customer margin is > 0, false otherwise; (!) Please note that if the acquisition prices are not set correctly for products, this metric will be inaccurate

  • RVL Total Margin – “RVL Total Profit” divided by “RVL Total Spending” for the customer expressed in percentages

  • RVL Total Profit – “RVL Total Spending” – products acquisition costs – customer acquisition cost – customer retention costs; if < 0, it means the customer is not profitable yet

  • RVL Total Profit Percentile – The top percent of customer base in which the customer is included, from a profit standpoint; computed in thresholds; possible values: 1 / 5 / 10 / 20 / 25 / 50 / 75 / 80 / 90 / 95 / 99 / 100

  • RVL Total Spending – Same as “RVL Delivered Orders Amount”

  • RVL Predicted Lifetime – How much time after the first delivered order, the customer is expected to stop buying; this value is computed taking into account the Average Retention Rate of the RFM Group the customer belongs to

  • RVL Predicted Lifetime Value – Amount expected for the customer to spend during entire lifetime within the shop; this value is computed taking into account the Average Retention Rate of the RFM Group the customer belongs to.

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