January 15, 2013

Kaley's Knits: Twelve-Month Buyer File Issues

This graph shows the trajectory of the twelve-month buyer file at Kaley's Knits:
Remember, demand increased in the past year, but the housefile was in decline.  Let's look at a rolling twelve month graph of existing buyers (those with a purchase in the past year, and a purchase prior to the past twelve months).
Oh, oh.  What does this graph tell you?
-
Labels:
Subscribe to: Post Comments (Atom)

MLV

Y'all have heard of Customer Lifetime Value (called CLV or LTV), right? Another 10% of you calculate the metric and know what the rig...

  • Modified RFM For E-Mail Targeting
    RFM is great for targeting one catalog to one customer. However, RFM is tough to manage in a multichannel environment. This becomes clear ...
  • Life Tables and Welcome Programs
    Look at the first four rows of our life table (values of 0/1/2/3). These are the first 12-15 weeks after a customer buys for the firs...
  • The Life Table
    You probably run Life Tables for your customer file, right? Right? They've been around forever ( click here for a reference f...