A practical survey of the KPIs marketers use to acquire, retain, and grow customers — from CAC and churn to NPS and cohort analysis. Learn to calculate each metric, interpret it in context, and avoid the single-metric trap.
Topics and managerial frameworks covered in Customer Analytics: The Metrics That Drive Growth:
Students manipulate these interactive visual simulations directly inside the chapter reading before answering gated check-in questions:
Students edit month-on-month retention rates (or pick a preset) and watch a line chart of cohort retention decay. Stat cards report the share surviving at month 12, the biggest single-month drop and when losses settle.
Students drag metric cards into 4 tiers (North Star, Leading Indicators, Operational Metrics, Vanity/Irrelevant), or click (Enter/Space) a card and then a tier. Contextual feedback on each placement.
This chapter connects directly to these full MktPraxis analytical apps (with pre-loaded business case scenarios, CSV upload, and reproducible Python export):
Model customer retention and conditional spend to forecast CLV by segment. Identify high-value at-risk customers, evaluate marketing levers, and benchmark acquisition spend via CLV/CAC analysis.
Predict binary outcomes like Churn vs. Retain.
Pre-loaded Business Scenarios: Influencer Posts: What Makes a Story Drive a Sale? · B2B Email Sequences: Predicting Demo Bookings · Digital Promo A/B Test: High Incentive vs Standard Offer · Subscription Churn: Predicting Customer Attrition · Event Marketing: Predicting Registration Conversion · RFM-Based Purchase Prediction: Who Buys Next? · SignalPath MarTech: Which Leads Actually Close? · Will They Come Back? Predicting Season-Membership Renewal
Separate habit from loyalty in customers' repeat purchases with pooled and random-effects dynamic logits, and price a free trial.
Pre-loaded Business Scenarios: Will a Free Bottle Start a Habit? Thistledown Market · Do $5 Credits Bring Lapsed Customers Back for Good? Crave · Does the VIP Coupon Really Triple Purchases? Fernhill Pet Co. · Habit or Loyalty, or Neither? Saltmarsh Books
Explore a single variable's distribution, outliers, and summary stats. Always start here.
Pre-loaded Business Scenarios: Influencer Campaign Performance Analysis · Customer Satisfaction Survey Analysis · E-commerce Transaction Analysis · Email Marketing Campaign Analysis · Customer Lifetime Value Analysis · Social Media Post Analytics · A/B Test Results — Messy Data Challenge! · PetPost Subscriber Health Analysis
See how long customers stay, which sign-up cohorts hold on best, and how honest your churn rate really is. Cohort tables and Kaplan-Meier curves that count the customers who have not left yet.