Buying statistics in CDP campaigns

Average Annual Transactions

The number of transactions that the customer made per year on average in their lifetime. If the customer is a non-buyer or a one-time buyer, Customer Data Platform (CDP) assigns the default value as -99.

Average Discount Rate

The average rate of discount that the customer used in their lifetime. The following are the values:

• 0%

• 0-5%

• 5-10%

• >30%

• Non Buyer

Channel Mix - 13-24 Months

The mix of digital and physical sales channels from which the customer purchased between the last 13 and 24 months. The following are the values:

• Unidentified: Invalid data

• Other Channel Buyer

• Non Buyer

Channel Mix - Lifetime

The mix of sales channels from which the customer purchased in their lifetime. The following are the values:

• Unidentified: Invalid data

• Other Channel Buyer

• Non Buyer

First Transaction Date

The date of the first transaction of the customer.

First Transaction Date - Physical

The date of the first transaction of the customer in the physical sales channel.

First Transaction Revenue Group

The revenue generated from the first transaction of the customer, grouped into ranges for easier use. The following are the values:

• 50-75

• 75-100

• 100-150

• 200-300

Last Transaction Date

The date of the most recent transaction of the customer.

Last Transaction Date - Digital

The date of the last transaction of the customer in the digital sales channel.

Last Transaction Interval Group

The number of days between the last and penultimate (second to last) transactions that the customer made, grouped into ranges for easier use. The following are the values:

• One Time Buyer

• 3-6 Months

• 7-12 Months

• Non Buyer

Months Since First Transaction

The number of months since the first transaction of the customer.

Months Since Last Transaction

The number of months since the last transaction of the customer.

Product Category Count

The total number of distinct product categories that the customer purchased in their lifetime.

Product Count

The total number of distinct products that the customer purchased in their lifetime.

Revenue - 13-24 Months

The total revenue generated from the transactions that the customer made between the last 13 and 24 months.

Revenue - Last 12 Months

The total revenue generated from the transactions that the customer made in the last 12 months.

Revenue - Lifetime

The total revenue generated from the transactions that the customer made in the lifetime.

Revenue Decile - 13-24 Months

The total revenue generated from the transactions that the customer made between the last 13 and 24 months, grouped by deciles. Decile 1 are the highest spenders and decile 10 are the lowest spenders. Deciles represent each of ten equal groups into which customers are divided according to their purchasing behavior.

Revenue Segment - 13-24 Months

This is an efficient way to use ‘Revenue decile’. The following are the values:

• 1- High Value: The top 10% of customers in terms of revenue in a specific time frame

• 2- Medium Value: The 80% average customers that are not in the top or bottom 10% in terms of revenue in a specific time frame

• 3- Low Value: The bottom 10% of customers in terms of revenue in a specific time frame

• Unidentified: Invalid data

• Non Buyer

Revenue Trend Segment

A segmentation representing the progression of revenue for the customers between 13-24 months ago and the last 12 months. It characterizes whether they spent less (Downward), the same (Stable), or more (Upward) in the last 12 months than in the last 13-24 months. The following are the values:

• New Buyer: Customers who became buyers in the last 12 months

• Reactivated: Customers who are buyers who made a purchase in the last 12 months, did not make a purchase in the previous 13-24 months, but did make a purchase before 24 months ago

• 2 Period Inactive: Customers who are buyers who did not make a purchase in the last 24 months, but made a purchase before 24 months ago

• Lapsed: Customers who are buyers who made a purchase in the last 13-24 months, but did not make a purchase in the last 12 months

Second to Last Transaction Date

The date of the penultimate (second to last) customer transaction.

Transaction Count - 13-24 Months - Group

The total number of transactions that the customer made between the last 13 and 24 months, grouped into ranges for easier use.

Transaction Count - Last 12 Months - Group

The total number of transactions that the customer made in the last 12 months, grouped into ranges for easier use.

Transaction Count - Lifetime - Group

The total number of transactions that the customer made in their lifetime, grouped into ranges for easier use.