Klaviyo

About

Companies use Klaviyo to engage with their customers and create revenue-driving experiences. Klaviyo allows users to create lists and segments of their users by buying behaviors. For example, a user at a clothing store could create a list of everyone that bought sneakers and then send that list targeted messages.

Allowing Klaviyo users/merchants to run analysis on all the metrics on the groups that they defined in Klaviyo and targeted with communications will help them better identify the success of those marketing efforts. Klaviyo users want to tie engagement data from their marketing campaigns to purchase metrics and LTV. Segmenting LTV, Repurchase Rate, Cohort AOV, or any of the other metrics by marketing list/flow/campaign "acquired" the customer would be helpful for analyzing true campaign/marketing effort success.

Klaviyo has a really excellent segmentation feature - where you can create lists of people very easily of your customers who share a specific attribute - like an order mishap, bought a special promotion, bought specific products, etc. You can make lists in Klavyio for all those groups of people and then go into Peel and see the retention behavior analysis across all of Peel’s metrics for those groups. For instance - segment Repurchase Rate or LTV or Days Since First Order for those customers that you combined together into lists. Magic!

Attribution

Klaviyo is attributing revenue based on orders using a last-touch attribution model, basically the last email someone opened or clicked is credited with a conversion and therefore attributed to that specific flow or campaign. Another important distinction is that Klaviyo is attributing to the individual day, Klaviyo will not attribute conversions associated with that email that may take place in future days.More info:

https://help.klaviyo.com/hc/en-us/articles/115005248128-Understanding-Conversion-Tracking

Peel is attributing revenue for customers who received an email sent by a flow or a campaign without distinction for a day and/or the sequence they received the emails(first/last), any order made by a customer who received an email part of a flow/campaign will be attributed, this will also include people that could receive or enter multiple flows/campaigns and place the order at some different time.

How to Connect

1. Login to Peel

2. Go to the left side navigation bar and scroll down to the bottom to the Data section.

3. Click on Datasources

4. Click Add+

5. Select Klaviyo

6. Enter your Klaviyo Private Key.

You will need to log into your Klaviyo account. Generate a Private Key (link to Klaviyo article on Private Key).

Paste into Peel's form.

Click Create.

7. You have successfully connected your Klaviyo account to Peel. 😀

It will take us overnight (~ 12 hours) to capture all your historical Klaviyo data. Log back in tomorrow and segment any of your metrics by Klaviyo Campaigns, Email Events, Email Lists, Flows.

You then will be able to segment any Peel metric by your Klaviyo data.

This will help you answer questions like:

• Is the LTV for customers impacted by specific campaigns?
• Have specific campaigns been more successful in driving growth and repurchases?
• What campaigns drive the most sales?
• Is retention or LTV higher for customers who performed specific actions recorded on Klaviyo?