Microscope: Activity and Latest User Actions

Microscope can help you gain insight on the activity that your users are creating on your website. At the bottom of each user's microscope profile you'll see two specific places to get a detailed understanding of this activity:

1. Activity
2. Latest User Actions

In this article we'll discuss how to interpret the charts and graphs in this section and define the different terms that are associated with the data points.

Activity

The activity graph gives you the history of the actions that a user has made. The larger the circle the more individual actions of that type were generated by this user. In the case above by hovering over the action of interest you can see the exact counts. The more actions that a user generates the more likely they are to make a purchase. There are 6 distinct actions that Cortex uses to decide what behavior your users are exhibiting:

1. Checkout Success - Congratulations! Your marketing and product offerings have paid off. Your user has successfully completed a purchase. This action will cause any Cart Abandon emails to be turned off, will identify the user to qualify for the Follow Up stage and will log the user as a purchaser. Once a user becomes a customer they will be eligible to have a churn score of either Ready To Buy, At Risk or Churned.
2. Click - Clicks are a way to understand time spent on site. The more clicks a user aggregates in a month the more likely a user is to be primed to make a purchase. Cortex will take this into account when deciding what stage a user should qualify for. You can also use this as a way to segment within stages to target highly engaged users.
3. Email Entered - This is an action that makes the user eligible to receive emails from Cortex. This is the first step to understanding and identifying actions to a specific user. 
4. Email Open - This lets Cortex know how engaged a user is with email. The more a user opens an email the more likely they are to be influenced by your marketing efforts which should lead to a conversion.
5. Shopping Cart - This action lets us know that an item was added to the shopping cart. It allows Cortex to identify and target cart abandoners. The more shopping cart actions one has the more likely they are to make a purchase. This is the best signal that a user will make a purchase.
6. View - This lets Cortex know that a user was interested in a specific product. It lets Cortex know that the user should get a Browse Abandon email (unless a cart action happens as well) and it also gives Cortex an understanding of what products the user is interested in. A view of a specific product allows Cortex to calculate product affinity and can help to make New Arrivals, Item Back in Stock, and Price Drop stages more personalized and relevant.

The combination and frequency of these actions allow Cortex to predict when a customer will make a purchase. They allow Cortex to determine the best message for each individual user. This is why each user will have a different journey, because of the uniqueness of their combined actions.

Latest User Actions

That's the basics of the Activity and Latest User Actions for Microscope! You can check out the descriptions on the other sections below:

1. Predictive Analytics
2. Customer Profile and Demographics
3. Product Recommendations and Last Products Purchased
4. Email History