Analytics - Identity Management Features

Business Feature / Process	Description	Additional Notes

Business Feature / Process	Description	Additional Notes
Analytics	CRM.COM Analytics provide in-depth insights into business data, enabling users to: Monitor performance across key areas such as financials, contacts behaviour (purchases, rewards), and performance of organisations within the business network. Support timely decision-making by identifying trends and behaviour patterns, including service churn, MRR, and other key business indicators.
Analytics	CRM.COM provides: Insights - Insights on various events performed in CRM.COM. Reports - Ready-to-use reports covering multiple areas. Dashboards - Real-time insights into Contacts, Leads, and Service Request performance.
Reports	Pre-defined reports are available for key business areas: Contacts Financials Customer Events Passes Orders Service Request Subscriptions Rewards Inventory Leads For each report: Users can apply filters to retrieve specific data. A preview of the first 10 rows is displayed as a sample. Columns can be added, removed, or reordered, and data can be grouped where applicable. Reports can be exported in CSV or PDF format. Available actions: Run Report: Executes the report and emails the results to the user. Schedule Report: Automates report generation and sends results to selected users or teams on a recurring basis.	Custom fields in reports Reports that return an itemised list of entities (e.g. Orders, Contacts) can include: The entity’s custom fields The related Contact custom fields Reports that present aggregated analysis over time do not include custom fields. Amounts in Reports Currency is always shown in a separate column. Itemised reports (e.g. Contact Summary) display amounts in the contact’s/organisation’s account currency. Analytical reports (e.g. MRR reports) display amounts in the business’s base currency.
Insights	Insights enable data analysis of key business events, visualised through charts. Supported event types include actions related to: Purchases Achievements Orders Service Requests Activities Subscriptions Invoices Credit Notes Payments Refunds Top-ups Awards Spends Donations Usage Configuring an Insight requires: Event - Select the event and measurement type (count of occurrences or total amount, when applicable) Filters - Apply criteria to narrow results Breakdown fields - Group data to define chart segmentation and comparison Export options: UGD - Exports the underlying events used to generate the chart, including breakdown details if applied. Insight Results - Export the chart’s results in tabular format.	The data included in each Insight export is pre-defined. When exporting in UGD format using breakdowns, each event will appear once for every breakdown instance. For example, if the Invoice is broken down by Product, an invoice with 5 products will appear 5 times in the export - once for each invoiced product. Insights are generated only on ‘final events’, (e.g. posted financial transactions, and completed orders). Exceptions are Activities and Service Requests, where insights are generated at the time the event is logged.
Insight Results	Insights results are displayed as a Bar chart by default, however, users can switch to List, Table, Stacked Bar chart or Pie chart. Users can also select the time range to view results for: Today 1 Week 1 Month 3 Months Custom range (from/to dates) CRM.COM stores a set of metrics used to generate the charts.
AI Visualisation	Use natural language queries to explore data in CRM.COM, instantly generating metrics and visualisations (in four different types of graphs). Query results can also be used to create Contact Segments for targeted marketing actions, such as Reward Offers and Communications with Contacts. Aditionally, queries can also used to compare sales performance of products with a specific attribute (e.g. Tags, Type etc.).
MongoDB	MongoDB is a database composed of Collections, each storing documents in JSON format (configured via integrations – see below). Available collections include: Contact Profiles Organisation Profiles Devices Events Subscriptions Orders Leads Service Requests Financial Events/Journals Usage Allowance Data stored in MongoDB supports Reports, Insights, Activity Feed, and Segmentation. The documented MongoDB collections (available in Stoplight) can also be used for custom reporting solutions. Data can be retained in MongoDB for up to 90 days.
Integrations	CRM.COM supports two primary analytics integrations: Mixpanel - Contacts and Events created in CRM.COM are logged in Mixpanel. Businesses can use Mixpanel Cohorts for BI analysis and then import that list of contacts back to CRM.COM as a new Segment. MongoDB - Data from CRM.COM MongoDB collections are also forwarded to an external MongoDB (except the Activity Feed collection).