State

Using the State attribute in comparisons

The State attribute is very handy to use when you want to do any geographic comparisons and gather insight into whether buying behaviors and spending are similar or different based on where your customers live.

Let’s jump straight into the Hub and get started on how you can achieve this.

Navigate to Understand > Compare and then select the Attributes tile because you'll be running an attribute analysis across all your customer data.

And you may want to do some research into spending habits by State, so add the State and Total Spend attributes to your comparison and then click Generate Comparison.

One insight you can pull out from this comparison is that your customers in California are spending between $250 and $500 at about 2-3% higher than other states. Why is this? Are there socio-economic factors at play? Does product availability, or the types of products these customers are buying, play a part?

To answer these questions, you might want to create a segment for your California customers and then compare this segment against all customers, seeing what insights you can gather.

You could also run this comparison again but replace Total Spend with Total Spend in a specific year. Or replace Total Spend with Product Name and see what different states are buying.

For example, our demo company, Fitness Co, sells activewear and outdoor gear, so you might find that your customers in mountainous states like Colorado are buying climbing gear, whereas your customers in NYC are buying lifestyle gear. You can then tailor your marketing campaigns to match these trends.

For more information on how to use Compare, see our articles here.