Free white paper · 13-page PDF

Customer Retention Reporting for Consumer Brands

Five questions, the metrics behind them, and how to build them. Based on the Consumer Brand Retention Starter Pack, a public Sigma workbook. Every figure in the paper uses synthetic data for Willow, a made-up menswear brand.

Cover of the white paper Customer Retention Reporting for Consumer Brands, with a screenshot of the 90-Day Retention report

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What's inside

Write down who is included

Why retention numbers disagree between teams, and the eligibility rule that stops the newest cohort from always looking worst.

One question per report

Customer Activity, 90-Day Retention, 24-Month Frequency, Product Mix, and Reactivation, each with its metrics and what to look for.

A metric dictionary and data model

Every formula with its "who is included" rule, the data you need, and how to model it in three layers.

A dollar value on retention

A short formula that turns a change in repeat rate into revenue and gross profit, plus a common mistakes checklist.

Contents

  1. Why retention numbers disagreepage 3
  2. The five reportspage 4
  3. Metric dictionarypage 9
  4. Data you need and how to model itpage 10
  5. Common mistakes checklistpage 11
  6. Putting a dollar value on retentionpage 12