| Active customers |
|
Number of customers whose recency is less than the length of the company-defined inactivity period |
| Newly inactive |
|
Number of customers whose recency exceeded the length of the company-defined inactivity period during the last quarter |
| 1x buyers |
|
Percent of one-time buyers compared to number of active buyers |
| 2x buyers |
|
Percent of active customers who have made exactly two purchases |
| Cycle time |
|
Average inter-order wait time in days |
| Multiple products buyers |
|
Percent of customers who have bought multiple products from the product set
|
| Inactive ratio |
|
Ratio of newly inactive customers to new customers. Something <= 1 is desireable, meaning more new customers acquired than defectors lost |
| Active customer growth |
|
Percent change in number of active customers. Measures true growth of customer population |
| New customers |
|
Percent of active customers who made their first purchase in the most recent period. Measures composition of the customer population between new and existing customers |
| New customer revenue |
|
Percentage of current revenue coming from customers who made their first purchase in the current period |
| Existing customer revenue |
|
Percentage of current revenue coming from customers who made their first purchase in an earlier period |
| Current purchasers |
|
Percent of existing customers who made a purchase in the most recent period. Measures rate of buying by existing customers |
