Ok, it is time for the grand reveal!
There are five columns in the middle of the table, forming a heat map. Let's review each column.
- 1x Rebuy: Here I index your first-time buyer repurchase rate by recency against the baseline I've developed. A value below 1.000 means your Development tactics result in below-average performance. A value above 1.000 means your Development tactics are above-average.
- Change 2x vs. 1x: Here I compare how well your response increases as a customer buys for the second time vs. the baseline I've developed.
- Change 3x vs. 2x: Same metric, but for third-time buyers.
- Change 4x vs. 3x: Same metric, but for fourth-time buyers.