We regularly get asked how the filters work exactly the way you want them to. That's why I'm happy to give you an explanation.
Every order
The filter every order is used if you want to filter on every order the customer has placed. We assume shampoo brand A.
Did the customer order shampoo brand A in every order? Then this customer matches your criteria.
Did the customer order shampoo brand A in one order and shampoo brand B in the second order? Then this customer does not match your criteria.
Tip: This filter is useful if you want to create a segment that is brand loyal to a specific brand.
First order
The first order filter is used if you want to filter on the very first order the customer placed. We assume again shampoo brand A.
Did the customer buy shampoo brand A in the first order, but shampoo brand B in the second order? Then this customer matches your criteria.
Did the customer buy shampoo brand B in the first order and shampoo brand A in the second order? Then this customer does not match your criteria.
Tip: This filter is useful if you want to create a segment that has placed its first order with you. It is then possible to thank the customer for that (Hooray, we are happy with your first order).
Last order
The filter last order is used when you want to filter on the last order the customer placed. We assume again shampoo brand A.
Did the customer buy shampoo brand A in the last order? Then this customer will match your criteria.
Did the customer buy shampoo brand A in the second, third, fourth and fifth order and not in the last order? Then this customer does not match your criteria.
Any order
The any order filter is used if you want to filter on every random order the customer has placed. So not necessarily the first, second, tenth or last. Our software checks all orders to see if the customer has ever bought a brand A shampoo in a random order.
Did the customer buy shampoo brand A in the last order? Then this customer matches your criteria.
Did the customer buy shampoo brand A in the second, third, fourth and fifth orders and not in the last order? Then this customer does match your criteria.
Did the customer not buy brand A shampoo at all? Then this customer does not match your criteria.
Do you have any order that does not have a specific product in it? Then this is a different segment and will have different profiles to match than if you entered 'equal to'. You have any order that does not contain a specific product. This is a totally different result than a random order that contains a certain product.
Suppose: Your total database of profiles is 2,000. You have customers who ordered shampoo brand A in a random order. You match 100 customers to that. Then customers who placed a random order without shampoo brand A in it may well be 600 customers.
The difference with any and every order is that every order represents that shampoo brand A is returned in every customer's order. With the any order filter, shampoo brand A appears in a random order.