March 22, 2016

October 2014 vs. December 2014

Ok, here's the same data as illustrated yesterday, but for recently acquired buyers, illustrating their downstream repurchase rates.

1st Time Buyer in December 2014:
  • Cumm Rebuy Rate at End of 12/2014 = 2.4%.
  • Cumm Rebuy Rate at End of 1/2015 = 3.9%.
  • Cumm Rebuy Rate at End of 2/2015 =  4.9%.
  • Cumm Rebuy Rate at End of 3/2015 = 6.1%.
  • Cumm Rebuy Rate at End of 4/2015 = 6.9%.
  • Cumm Rebuy Rate at End of 5/2015 = 7.9%.
  • Cumm Rebuy Rate at End of 6/2015 = 8.9%.
  • Cumm Rebuy Rate at End of 1 Year = 15.2%.
1st Time Buyer in October 2014:

  • Cumm Rebuy Rate at End of 10/2014 = 3.8%.
  • Cumm Rebuy Rate at End of 11/2014 = 7.4%.
  • Cumm Rebuy Rate at End of 12/2014 = 9.9%.
  • Cumm Rebuy Rate at End of 1/2015 = 11.0%.
  • Cumm Rebuy Rate at End of 2/2015 = 13.7%.
  • Cumm Rebuy Rate at End of 3/2015 = 15.5%.
  • Cumm Rebuy Rate at End of 4/2015 = 16.9%.
  • Cumm Rebuy Rate at End of 1 Year = 21.8%.
It's the same story for this company, simply condensed down to a year instead of a five year window.

Do the analysis - it's gonna be enlightening, and it will cause you to question what you are doing.

Or, send me a message and I'll analyze the issue for you (kevinh@minethatdata.com).