Category
Descriptive Analytics
Tools
GA4BigQuery
Type
Customer Behavior
Goal
Cost Savings / Revenue Generation
Goals
- Helping to determine customer segmentation
- Measurement of customer loyalty
- Determining efficacy of marketing strategies
- Aiding in judgment of product quality
- Increasing profitability overall
Approach
Develop a model for a retail client which uses user level transaction data from their Google Analytics property to calculate Customer Lifetime Value.
Results/Answers
- How much do typical customers spend over the course of their lifetime as a customer?
- What is the distribution of customers based on their lifetime revenue?
- How much does each customer grouping contribute to monthly revenue?
- What customer populations have been using the website the most recently?
- What factors drive customers to return to the website and purchase again?
- What factors seem to drive customers away from the website or prevent them from returning to purchase again?
- Are there any brands or categories with a particular low repeat purchase rate?