They Visit, They Don't Buy Anything

Look at the lower-left segment. This one is fun to analyze, don't you think?

• 1.1 purchases last year, 2/3 happening on the website.
• 16.8 website visits last year.
• A 15-to-1 visit-to-purchase ratio.
• The customer visits the website once every 22 days (which isn't bad).

This customer segment was least likely to buy in the next month - purchasing only 0.31 times, mixed reasonably close to 50% online / 50% retail.

If there's a place where your attribution work should be focused, it is on this segment. This customer visits the website often, but doesn't purchase often (once a year, on average). This is the place where you are likely wasting significant marketing dollars.

Segment your 12-month buyer file based on retail purchase activity, website purchase activity, and website visitation behavior (go ahead and toss merchandise and channel-based attributes into the analysis as well). You'll be amazed by what you learn!

Contact Kevin (kevinh@minethatdata.com) for your own, customized online / retail dynamics project.