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Analytical Questions and Answers

🚧 This page is under construction, check back soon for full examples of our most commonly asked analytical questions! 🚧

Use the following questions and answers to get a feel for how to wield your dashboard — neural pathways + data building blocks = actionable insights 🧠

Executive

How has the ratio of new to repeat customers changed on a weekly basis so far this year?
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  • In the Executive Summary module, adjust the Date Range filter to This year to date
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  • Scroll to the bottom of the page to the New vs. Repeat section
    • Row up the date granularity from date to week
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Are we profitable on our overall marketing spend?
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  • At the bottom of the YoY Performance module find the LTV vs. CPA chart
  • The LTV / CPA metric shows the ratio between the cumulative lifetime value (cumulative revenue) to cost per acquisition (fixed CPA) for monthly cohorts
    • The greater the value of your LTV / CPA, the more profitable you are on marketing spend
    • If your customers repurchase over time, this ratio should also increase as the CPA is fixed while cumulative revenue would continue to grow
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Marketing & Acquisition

Which platform and campaign type has the highest ROAS?
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Order Analysis

To find answers to analytical questions about revenue and orders, the Orders module is the first place to look. To answer this question:

  • Navigate to the Orders module on your dash under the Orders & Products section heading
  • The default date range is 28 days—a longer date range will provide a more accurate picture of purchase behavior
  • Set the “Order Sequence” filter to “Repeat Order”
    • This will show data only from repeat purchases
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  • Scroll down to the Acquisition Channel chart
  • The source_medium column will show the top acquisition pathways for these repeat purchases using the filters selected

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Which source/medium is leading to the most conversions?
Am I acquiring new subscribers with my lowest cost channels (email vs. paid social)?

Retention & LTV

Which discount code was responsible for acquiring our highest retention cohort?
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LTV

When searching for answers to analytical questions related to Lifetime Value, the LTV module on your dash has the power to provide insights you need. Here you’ll find cohort-based analytics which will help you gauge the value of customer groups as they traverse their journey with your company. To view these analytics by acquisition channel:

  • Navigate to the Lifetime Value (LTV) module on your dash under the Retention & LTV section heading
  • make a selection using the “sub_channel” filter at the top
  • The entire module will now solely display data from customers acquired through the selected channel
  • Change the date range if desired, the default is the last 8 months
  • The rows across the tables show monthly cohort-based performance
  • The summary row across the bottom of each table shows the total performance of all cohorts in the date range

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Retention

When it comes to analytical questions about customer retention, the Retention module will have the power to provide the answers you need. Similar to LTV above, customer retention analytics are broken down by cohort so you can view how each group of customers returns to make purchases from your company over time. To view these analytics by acquisition channel:

  • Navigate to the Retention module on your dash under the Retention & LTV section heading
  • make a selection using the “sub_channel” filter at the top
  • The entire module will now solely display data from customers acquired through the selected channel
  • Change the date range if desired, the default is the last 8 months
  • The rows across the tables show monthly cohort-based performance
  • The summary row across the bottom of each table shows the total performance of all cohorts in the date range

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Which initial products were ordered by customers in the highest LTV cohort?
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LTV

When searching for answers to analytical questions related to Lifetime Value, the LTV module on your dash has the power to provide insights you need. Here you’ll find cohort-based analytics which will help you gauge the value of customer groups as they traverse their journey with your company. To view the impact of discount codes on LTV:

  • Navigate to the Lifetime Value (LTV) module on your dash under the Retention & LTV section heading
  • make a selection using the “discount_codes” filter at the top
  • The entire module will now solely display data from customers acquired with the selected discount code
  • Change the date range if desired, the default is the last 8 months
  • The rows across the tables show monthly cohort-based performance
  • The summary row across the bottom of each table shows the total performance of all cohorts in the date range

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Customer Analysis

Which products are most common with new customers?
At what interval are non-subscribers making orders?
How much more valuable are my subscription customers than non-subscription customers?

Orders & Products

What initial products lead to strong repeat purchasing behavior?
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Customer Analysis

Answers to analytical questions about customer purchasing behavior can be found within the Customer Analysis modules. To answer this question:

  • Navigate to the Last Order Analysis module on your dash under the Customer Analysis section heading
  • The default date range is 28 days—the answer to this question will be more accurate with more data so set a date range including several months or more
  • Scroll down to the First to Last Order Analysis section which shows data for customers with more than 1 order
  • The 1st Order Products column will show first-purchase products that lead to repeat purchasing most often

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Which source / mediums are driving repeat purchases?
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Order Analysis

To find answers to analytical questions about revenue and orders, the Orders module is the first place to look. To answer this question:

  • Navigate to the Orders module on your dash under the Orders & Products section heading
  • The default date range is 28 days—a longer date range will provide a more accurate picture of purchase behavior
  • Set the “Order Sequence” filter to “Repeat Order”
    • This will show data only from repeat purchases
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  • Scroll down to the Acquisition Channel chart
  • The source_medium column will show the top acquisition pathways for these repeat purchases using the filters selected

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What is our most common cart composition?
What percentage of our orders are first time vs. repeat?

Subscription

What is the typical subscriber journey?
How much of my total revenue is driven by subscriptions?
How much of our current revenue is driven by historical subscriber cohorts?
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Order Analysis

To find answers to analytical questions about revenue and orders, the Orders module is the first place to look. To answer this question:

  • Navigate to the Orders module on your dash under the Orders & Products section heading
  • The default date range is 28 days—set the date range to a few months or more to get an accurate picture of historical revenue
  • Set the “Sub. Order Sequence” filter to “Recurring Sub. Order”
    • This will show data only from recurring subscription orders
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  • Scroll down to the Sales by Date chart
  • The Net Revenue column will show only revenue from recurring subscriptions with these filters selected

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