Money, pricing & unit economics
Cohorts, LTV & repeat rate
The metrics that decide if you have a brand.
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What is cohort analysis, and why does it matter more than a single repeat-rate number?
Cohort analysis groups customers by when they first bought and tracks how each group behaves over time - so instead of one blended '35% repeat rate...
How do I calculate customer LTV for my D2C brand - on revenue or on margin?
Always compute LTV on contribution profit, not revenue - a customer who buys ₹10,000 of product at 20% margin is worth less than one who buys ₹6,00...
What's a good repeat purchase rate for my category, and how do Indian brands compare to global benchmarks?
Global 30-day repeat-rate benchmarks run roughly 10-18% for apparel, 15-25% for beauty and 18-30% for supplements, with 'strong' brands well above ...
What's the difference between repurchase rate and retention rate, and which should I report to investors?
Repurchase rate measures whether a customer bought again at all in a period; retention rate tracks whether they're still active in a cohort-defined...
What is RFM analysis, and how do I use it to segment customers for retention marketing?
RFM scores every customer on Recency (how long since last order), Frequency (how often they buy) and Monetary value (how much they spend), letting ...
What tools should I use to actually build cohort and LTV dashboards without hiring a data team?
Purpose-built retention analytics tools like Peel do RFM, cohort revenue and cohort retention in one click on top of your Shopify data - genuinely ...
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