Next time you have a few moments to spare, give this exercise a try.
Step 1 = Look at 2005 buyers ... segment them into two groups, one with above-median spend, one with below-median spend.
Step 2 = For each segment, measure the repurchase rate and spend per repurchaser during 2006.
Step 3 = For each segment, measure how many of the repurchasers migrate to above-median spend, and how many migrate to below-median spend, during 2006.
We focus a lot of energy on "loyal" buyers. Take a look at the repurchase rates and migration statistics of above-median and below-median spending customers. You might be surprised to learn just how valuable below-median spending customers are!
Helping CEOs Understand How Customers Interact With Advertising, Products, Brands, and Channels
Subscribe to:
Post Comments (Atom)
How Do You Know It's Working Properly?
About six months ago one of you reached out to me to tell me that you were having "wild success" via a fusion of AI and customer r...

-
It is time to find a few smart individuals in the world of e-mail analytics and data mining! And honestly, what follows is a dataset that y...
-
It's the story of 2015 among catalogers. "Our housefile performance is reasonable, but our co-op customer acquisition efforts ar...
-
This is where we're headed: Let's say you want to invest an additional $100,000 in paid search. You should be able to see a p&l,...
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.