Customer Pulse
The client combines a cohort-based (LTV) approach with classic RFM scoring to reveal a complete picture of customer loyalty and potential. Charts and segmentation help you quickly identify groups worth reactivating – and those worth investing in for long-term growth.
LTV & Time Cohorts
The analysis covers six time horizons: 30 / 60 / 90 / 120 / 180 / 360 days from the first purchase.
What do we measure?
Frequency (average number of purchases)
AOV (Average Order Value)
LTV (Lifetime Value)
What will you learn?
How many times a customer returns within a given time window
The average basket value within each cohort
The cumulative revenue per customer
Why is this important?
Assess brand loyalty and remarketing potential
See whether the basket value grows with repeat purchases
Establish the basis for determining the maximum acceptable CPA/CAC
Example insight: The 120-day cohort has Frequency = 2.1, AOV = 165 PLN, and LTV = 347 PLN — this means the average CPA of up to 80 PLN pays back within about four months, and any campaign costing less remains profitable.
RFM Scoring & Segmentation
Our proprietary algorithm assigns each customer a score from 1–5 for Recency, Frequency, and Monetary value. The total score (3–15) places the user into one of five segments:
Sum point
3-5
6-8
9-11
12-13
14-15
Segment
Dormant
Potential
Engaged
Loyal
VIP
Insight
Haven’t purchased in a long time, low spending
Occasional buyers, small baskets
Regular customers, moderate basket value
Frequent visitors, increasing spending
Highest purchase frequency and basket value
Recommended actions
Win-back with % discount, “We miss you” email campaign
Product recommendation emails + free shipping for orders ≥ X
Loyalty program, product bundles
Early access to launches, exclusive promo codes
Concierge care, beta test invitations, premium up-/cross-sell offers
Each segment has a dedicated view showing:
Conversion rate across campaigns (email, paid, push)
Average time since last purchase
Business benefits of the module
Accurate budgeting — set your maximum CPA based on real LTV.
Segmented campaigns — personalize communication for each customer segment and profile.
Marketing priorities — know whether to invest more in acquisition or reactivation.
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and how to overcome them 
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