Occasionally, I am asked what to do with a startup product, brand, or channel. In other words, you launch a new product, and after four months, you want to get an idea what the annual retention rate might be for customers purchasing from this new product.
This is where you use a life table to guess at what might happen.
The life table tells you the probability of a customer purchasing again in your embryonic product line. Once you have the details, you estimate the corresponding annual rate.
Later, I'll include a case study on this topic.
Helping CEOs Understand How Customers Interact With Advertising, Products, Brands, and Channels
Subscribe to:
Post Comments (Atom)
Summer Schedule
As usual, my summer schedule will dial back just a bit ... maybe three posts per week instead of five, sometimes four, sometimes more. And y...
-
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...
-
Sometimes you think "people already know this stuff". Sometimes you realize that Google Analytics give smart analysts almost no op...
-
If you want to understand why clients don't trust vendors and trade journalists, read this little peach from a week ago: Direct Mail is ...
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.