Project overview
- Organisation
- Burda Luxury
Acquisition vs Retention Revenue Analytics
Revenue analytics that separate acquisition revenue from retention revenue across customers, orders, customer cohorts and repeat behaviour, helping leadership understand the composition of revenue.
Context
Total revenue growth can hide whether a business is winning new customers or relying on returning ones. Leadership needed the two separated.
Measurement
- Acquisition revenue and retention revenue
- Customers and orders
- Customer cohorts
- Repeat behaviour
Approach
Classify revenue by whether it comes from new or returning customers, using governed customer and cohort definitions, and present the composition alongside headline revenue.
Purpose
A clear view of revenue composition that separates new-customer growth from returning-customer performance.
Technology
- Governed semantic models
- SQL
Related work
- Burda Luxury, Asia Pacific
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Paid Media & Acquisition Economics
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