How advanced Marketing Analytics transforms B2C marketing strategy
The advanced analytics advantage
Summary: what is Marketing Analytics?
Marketing Analytics is advanced analytics that helps you understand the full customer journey, with insights into site behavior and customer drop-off, as well as predictive analytics. These insights help you grow brand loyalty and increase the effectiveness of your marketing.
More and more leading B2C brands are discovering that true growth comes from understanding not just what customers do, but why they do it—and what they’re likely to do next. To do that, you need Marketing Analytics.
Think of traditional performance insights as a snapshot. It shows you what happened with your last email or SMS campaign, and how many people clicked on your latest promotion.
Marketing Analytics is more like a movie. It reveals the complete customer journey and helps you shape what happens next. Instead of just tracking opens and clicks, you can predict which customers are likely to make their next purchase, understand which products they’ll want, and know exactly when to reach out to prevent churn.
The distinction matters—a lot. Just ask men’s apparel brand 2xist: when they moved beyond basic campaign metrics to customer analysis using RFM segmentation, they uncovered patterns that completely transformed their marketing strategy.
“The fact that we can have email, SMS, and CDP all under one hood with Klaviyo helps with aligning data, pulling reports—everything,” explains Christopher Peek, digital marketing director at The Moret Group. “I love being able to go in and see how each message performed with each RFM segment.”
Klaviyo Marketing Analytics is how you can stop guessing and start growing. It takes you beyond the basics by:
• Predicting future customer behavior instead of just reporting past actions
• Revealing hidden patterns in conversion data that drive smarter marketing decisions
• Automatically identifying your most valuable customer segments, and recommending actions that get them closer to a repeat purchase
• Connecting customer data across every touchpoint to show the complete buying journey
• Turning raw data into actionable recommendations for growth
Customer insights delivered by Klaviyo Marketing Analytics have become essential for B2C brands that want to stay ahead. It’s not just about measuring marketing performance anymore—it’s about understanding your customers deeply enough to give them exactly what they want, right when they want it.
In this guide, we look at the 3 core components of Marketing Analytics, what those components actually do, and how B2C brands like yours use these analytics and insights to grow faster.
1. Customer analysis reveals who your buyers are and what they want
Your customer data tells a story—as long as you know how to read it. It shows you what your buyers want, when they buy, and how they engage with your brand.
Here are a few advanced Marketing Analytics-based approaches that help you understand customer data—and how to act on it.
RFM analysis
RFM analysis segments customers based on 3 key metrics (from which the acronym is derived): recency (time since last purchase), frequency (how often they buy), and monetary value (how much they spend).
This 3-dimensional view helps you:
• Identify your most valuable customers.
• Spot those at risk of churning.
• Tailor your marketing accordingly.
Klaviyo automatically calculates these scores, which was a major factor in 2xist’s marketing strategy transformation. Using RFM analysis, they identified 3 key segments most likely to churn—”needs attention,” “at risk,” and “inactive”—and created targeted retention flows with personalized discounts.
They even used RFM data to optimize their ad spend, reducing marketing costs for champions and loyalists who were likely to purchase on their own.
The results speak for themselves: 2xist drove a 61% YoY increase in Facebook ROAS with RFM-based audiences, and generated $15,200 in incremental revenue from RFM-based retention flows in their first quarter with Klaviyo Data Platform.
Cohort analysis
Cohort analysis groups customers based on shared characteristics or experiences, such as their first purchase date or acquisition channel.
By comparing how different cohorts behave over time, you can identify:
• Which customer acquisition methods bring in the most valuable customers
• Which promotional strategies drive long-term loyalty
• How customer behavior evolves throughout their lifecycle with your brand
2. Product analysis shows which items drive growth
Product analysis reveals not just what sells, but why it sells and to whom. Understanding these patterns helps you optimize inventory, improve targeting, and create offers your customers actually want.
Purchase pattern analysis
Purchase pattern analysis examines both when customers buy and what they buy together. This helps you identify buying cycles, product relationships, and optimal timing for promotions.
By analyzing the sequence and timing of purchases, you can spot which products customers typically buy together, which leads to repeat purchases, and when customers are most likely to buy again. These insights help you:
• Time promotional campaigns more effectively.
• Create product recommendations that align with natural buying patterns.
• Build more effective product bundles.
• Design targeted up-sell campaigns based on common purchase sequences.
All of this ultimately helps you to put action behind product analysis, letting Klaviyo’s machine learning model create individual product predictions at the profile level that you can use to automate and target marketing messages.
Purchase pattern analysis
Purchase pattern analysis examines both when customers buy and what they buy together. This helps you identify buying cycles, product relationships, and optimal timing for promotions.
By analyzing the sequence and timing of purchases, you can spot which products customers typically buy together, which leads to repeat purchases, and when customers are most likely to buy again. These insights help you:
• Time promotional campaigns more effectively.
• Create product recommendations that align with natural buying patterns.
• Build more effective product bundles.
• Design targeted up-sell campaigns based on common purchase sequences.
All of this ultimately helps you to put action behind product analysis, letting Klaviyo’s machine learning model create individual product predictions at the profile level that you can use to automate and target marketing messages.
Category performance
Category performance tracking goes beyond individual product sales to show how entire product lines perform across different customer segments. By analyzing metrics like cross-category purchase trends or purchase frequency by category, you can identify your most profitable product lines and spot opportunities for expansion.
3. Marketing attribution tracks which efforts drive sales
Marketing attribution technically crosses both marketing performance reporting and Marketing Analytics, but we’re discussing it on this page so we can specifically talk about multi-touch and customer multi-channel attribution.
Klaviyo’s regular marketing reporting attribution, for instance, is powerful: last-touch for Klaviyo-owned channels, with customizable attribution windows and a model comparison tool.
But attribution can go even further—and Klaviyo can help with that, too.
Multi-touch attribution models
Multi-touch attribution recognizes that customers rarely convert after a single interaction. It tracks and assigns value to every touchpoint in the customer journey, from first awareness to final purchase. This reveals how different channels work together to drive revenue.
Here are 3 types of multi-touch attribution to account for the different ways these channels work together:
Linear attribution: assigns equal credit to all interactions, from the first touchpoint through to a purchase
Time decay attribution: gives more credit to interactions that happened closer to the time of conversion—recency matters most
Position-based attribution: distributes 40% of the credit to the first and last interactions, with the remaining 20% shared among all other interactions (awareness and conversion stages are most important)
Channel performance analysis
Channel analysis measures how each marketing channel performs not just in isolation, but as part of your overall strategy.
Klaviyo offers all customers cooperative multi-channel attribution, which gives a more accurate picture of engagement across channels. This helps you spot which channels excel at specific goals—like SMS for urgent promotions or email for relationship building. You can then optimize spending and messaging for each channel’s strengths.
Marketing Analytics connects your business results to your bottom line
Marketing Analytics tools help you analyze your performance across every channel and campaign. Unlike more basic marketing reporting that shows metrics like click rate and order rate, Marketing Analytics connects these numbers to revenue, allowing for a deeper, broader dive into trends and actionable next steps.
In order to help you understand which strategies actually drive growth, so you can make smarter decisions about where to invest your marketing budget, Marketing Analytics includes:
• Custom metrics: Custom metrics go beyond standard analytics to track the specific data points that matter to your business.
• Goal tracking: Klaviyo’s conversion overview dashboard helps you monitor progress toward key business objectives. By tracking both leading indicators (like email engagement) and lagging indicators (like revenue), you can spot potential issues early and adjust your strategy accordingly.
“Having more data in Klaviyo, and being able to use Marketing Analytics to customize it, understand and visualize it more effectively, and then act on the insights—that allows me to convert customers more effectively,” says Evan Klinkoski, email and SMS marketing specialist at Josh’s Frogs. “It’s a force multiplier.”
To see Klaviyo’s Marketing Analytics in action, schedule a demo with the sales team, or sign up for Klaviyo to play around with our out-of-the-box marketing analytics and see how we compare with your current platform. We’ll let you be the judge.
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