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2 resources from getfairview.com we point founders to, and the questions each answers.

📄 Article

✓ Link checked Free Beginner

The clearest plain-English walkthrough of what a cohort table actually is and how to read one - rows, columns, cells - before you touch a tool or a spreadsheet formula.

Cohort Analysis for Ecommerce: Build and Read Tables

From getfairview.com by Fairview

A cohort table is rows (acquisition period), columns (time since first order), cells (% retained / cumulative LTV).
Comparing cohorts side by side reveals problems a single average metric hides.
Build the table manually once before automating it, so you understand what it's telling you.

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Answers What is cohort analysis, and why does it matter more than a single repeat-rate number? What is RFM analysis, and how do I use it to segment customers for retention marketing?

📄 Article

✓ Link checked Free Beginner

Ties LTV back into the broader unit-economics stack - CAC, contribution margin, ROAS - so you don't calculate LTV in a vacuum disconnected from what it's actually meant to inform.

D2C Unit Economics Metrics Every Brand Must Track

From getfairview.com by Fairview

LTV is one input into the CAC-payback and LTV:CAC decision, not a standalone metric.
Track unit economics metrics together, not as separate dashboards owned by different teams.
Margin-based, not revenue-based, versions of every metric are the honest ones.

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Answers How do I calculate customer LTV for my D2C brand - on revenue or on margin?

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