Typical analytics questions that can arise from this way of thinking are:
How many people who have registered with our website have then made a purchase?
How many registered users have made multiple purchases?
How long does it take to convert our new users into customers?
What is the average spend in each year for each customer segment at different periods of time after acquisition?
How many people are in each cyprus mobile numbers of my customer segments a year after we have acquired them?
In the second year of a customer relationship how many people are we losing? How many are we managing to upgrade?
Over the first two years of a customer relationship what are the most common customer journeys?
Three years after customer acquisition, how many customers are in our best group? How many of them have been there for less than one year?
In the remainder of the blog we will show an example within Discoverer that will allow a marketing analyst to answer questions like those posed above.
Details
To perform this style of time analysis within the Segmentation tool requires us to think of time in a fundamentally different way. Previously we defined a regular set of reporting points over time (e.g. report on the first of every month from the start of 2012 to the current day). We are now required to think of ‘elapsed time’ from a given reference date. This particular reference date may be when we first became aware of a customer, when we first communicated with them, when they registered on our website for an account, or when they made their first purchase. In the example below, we have defined elapsed time reporting points by choosing to report every year from 1-5 years after the Date of First Booking.