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1. Canopy Labs
Reports Guide

2. 1
Table of Contents
Slide Deck Directory
SLIDE 2 – INTRO GUIDE TO CANOPY LABS REPORTS
Reports allow you to display customer info, filter tags and aggregate
omni-channel data in order to gain further insight into your customers,
patrons and fans behave at the individual level.
SLIDE 3 – REPORT BUILDING PROCESS
Once you’ve settled on the aim of your report, it is time to
start building. Here we break down the steps required to
create your report – from selecting the customer list you’re
reporting on to generating the CSV.
SLIDE 7 – CUSTOMER INFO & TAGS
There are three types of data that can be queried against in
Reports. Customer Info and Customer Tags are valuable
ways to gain understanding of who the customer is before
you investigate how they behave.
SLIDE 9 – ACTIONS AGGREGATION
Finally, we reach the actions aggregation data type. This is the most
complex to learn, but the most powerful. By describing how to build out
columns that aggregate email, purchase and web data, we can power the
six initiatives described on the next slide.
Canopy Labs – www.canopylabs.com

3. Tie $ values to email subject
lines, campaigns & content
E.g. Value of customers who
opened a specific email campaign
and subsequently purchased
Validate or contradict
preconceived notions to
drive strategic decisions
Become a data-driven organization
Identify new & existing
segments of customers
based on omni-channel
behaviour
Identify which customers are
of high value (i.e. focus on
upsell) and those who are at
risk (i.e. focus on retention)
Tie $ values to web pages,
parameters & referrers
E.g. How much customers who
visited the clearance page
ultimately spent
Report on internal key
performance indicators
E.g. Average basket size, customer
spend over the holidays, etc.
Introductory Guide to Canopy Labs Reports
Strategic Initiatives Enabled by the Canopy Labs Reporting Feature
2
Recency, Frequency,
Monetary Modelling
Internal Reporting
Hypothesis Testing
Web-to-Purchase
Attribution
Email-to-Purchase
Attribution
Customer Segmentation
Canopy Labs – www.canopylabs.com

4. Report Building Process
Querying Against Specific Customer Lists
Option 1: Use a Funnel
• Powerful when you want to find specific values (revenue, engagements, etc.), based on a group of
customers who share a series of actions from their customer journey
• Advantage: shorter report generation time than the below
Option 2: Use all Customers
• Powerful tool when you wants to analyze the entire customer base
• Disadvantage: longer report generation time
3Canopy Labs – www.canopylabs.com

5. Report Building Process
Creating Columns
4
There are three types of data that can be queried against in a report:
(1) Customer Info – shows standard fields (name) or custom fields (e.g. loyalty level)
(2) Customer Tags – display tags associated with individual Customer IDs
(3) Actions Aggregation – counting, summing, etc. action items
Methodology
Canopy Labs – www.canopylabs.com

6. Report Building Process
Previews & Timeframes
5
Methodology
• The Preview screen looks like
the image on Slide 4
• This displays a list of 50
qualifying customer IDs for
illustrative purposes
• If you’d like to retrieve the full
customer list, you must
generate & export the report
– detailed on Slide 6
Report Preview Screen
• Similar to funnels, you have
the option to apply a global
timestamp/filter that limits
values to a specific window
• Shortening the timeframe for
a report decreases generation
time
Global Timeframe
• You can ignore the global
timeframe at the individual
field-level by overwriting it
• Example: You are creating a
report that summarizes 2016
purchases, but would like to
display customer lifetime
values as well
Field Timeframe1 2 3
There are three types of data that can be queried against in a report:
(1) Customer Info – shows standard fields (e.g. first name) and custom fields (e.g. loyalty level)
(2) Customer Tags – display tags associated with individual Customer IDs
(3) Actions Aggregation – counting, summing, etc. of action items
Canopy Labs – www.canopylabs.com

7. 6
Report Building Process
Exporting the Report to a Comma Separated Values (.csv) Spreadsheet
Generate Report
1. Click “Regenerate” on Reports Home – this pulls up
the below screenshot
2. Enter desired sort, limit, file delimiter & time zone
3. Select “On” (optional) for “Rerun Funnel” to
regenerate the funnel’s customer list
4. Enter your email address (optional) – this notifies
you when the report is done generating
Export Report
1. When the report is done generating, click “Export”
2. This downloads the reports as a .csv. Additional
analysis can be conducted natively in Excel or
through 3rd party software
1. If the report’s customer list is large and only a sample
is needed, limit the number of customers
2. If the report’s funnel uses fixed timestamps and is
recently refreshed, select “Off” for the “Rerun Funnel”
option
3. If the report’s customer list is less than 50, export the
preview of the report
Minimize Generation Time
Canopy Labs – www.canopylabs.com

8. 7
• Any field value that is provided to Canopy Labs via SFTP or built-in app is accessible to
be displayed in Customer Info columns
• Note: some customers may return blank cells if the data provided is missing
values (e.g. some customers did not provide their phone number)
Selecting Field
Values
Customer Info & Tags
Customer Info
Canopy Labs – www.canopylabs.com

9. 8
“All tags in one column”
• This creates a comma-delimited series of tags
based on all tag values for a given customer ID
Display All Tags in One Column
Customer Info & Tags
Customer Tags
“Select tags as boolean columns”
• Creates one column per tag selected and displays
whether the customer ID’s profile contains the tag
• If yes, the cell returns “1”
• If no, the cell returns “0”
Tags As Boolean Columns
Canopy Labs – www.canopylabs.com

10. 9
Actions Aggregation
Querying Against Action Types to Find Totaled Values
Action Types
• Aggregates all email actions –
receives, opens, clicks
• This is valuable in gauging
whether, for a period of time
leading up to a purchase window,
the customer engaged with email
Email Action Types Purchase Action Types
• Aggregates all purchase actions
• This is the action type typically
associated with finding the
“funnel value” – i.e. revenue,
number of purchases, etc.
Web Action Types
• Aggregates all web actions
• This is useful in understanding
which web pages customers
engage with, and how valuable
they are in driving purchase
behaviour
Canopy Labs – www.canopylabs.com

11. 10
Actions Aggregation
Operators & Field Selection
Summation of all values based on the
action type
E.g. Finding customer lifetime value for
a specific timeframe
Sum1
Operator Value Aggregation
Count of all values based on the action
type
E.g. Finding the number of purchases
for a specific timeframe
Count2
Counts the number of unique values
based on the action type
E.g. Finding the # of different products
purchased for a specific timeframe
Count Unique3
Takes the sum of the aggregated action
and divides it by the count
E.g. Determining the average customer
spend
Average4
Finds the oldest action timestamp
E.g. If a customer has multiple
purchases in a window of time, this
allows you to see the first action in that
window
Min / First
Timestamps
5
Finds the most recent action timestamp
E.g. If a customer has multiple
purchases in a window of time, this
allows you to see the most recent
action in that window
Max / Last
Timestamps
6
Operator Value Aggregation
Returns the smallest number for the
given field & action filter
E.g. Looking for the smallest basket size
Min / First
Values
3
Returns the largest number for the
given field & action filter
E.g. Trying to pull the largest order by
dollar value
Max / Last
Values
4
Canopy Labs – www.canopylabs.com

12. Apply an Advanced Options Action
Filter: Referrer > contains > referrer
E.g. use regex + wildcards (*) to look at multiple
social media referrers:
*facebook*|*twitter*|*linkedin*
11
Actions Aggregation
Advanced Options
Email Action Types
Engagement Type
Apply an Advanced Options Action
Filter: Email Action > equals > action
type
Note: action type must be lowercase
“received” | “open” | “click”
Purchase Action Types
• Apply an Advanced Options
Action Filter: Item Product ID >
regex > product IDs
• When you filter for a product
ID(s), the values returned for all
operators are based on the total
basket in which the product ID
was contained – not the
individual product
Filter by Product ID
Campaign ID
Web Action Types
Filter by Referrer
Filter by Page
Canopy Labs – www.canopylabs.com

13. 12
Actions Aggregation
Query Cheat Sheet
Aim Action Type Operator Field Returned Value Advanced Action
Action Filter(s)
Find lifetime value
Alternatively, timeframe value
Purchase Sum Amount N/A N/A
Number of purchases Purchase Count Action N/A N/A
Average basket size Purchase Average Item Quantity N/A N/A
# of items purchase Purchase Sum Item Quantity N/A N/A
# of unique items bought Purchase Count Unique Item Product ID N/A N/A
Date of first purchase Purchase Min/First Action Timestamp N/A
Date of most recent purchase Purchase Max/Last Action Timestamp N/A
# of stores shopped
*Add’l field, not always available
Purchase Count Unique Store Number N/A N/A
# of opens per customer Email Count Email Action N/A Email Action equals open
Timestamp of first click Email Min/First Email Action Timestamp Email Action equals click
Canopy Labs – www.canopylabs.com

14. Thank You