Sample Cohort Analysis for Ecommerce
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Average revenueMonth of first purcahse
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per buyer inMar 2011April 2011May 2011June 2011July 2011Aug 2011Sept 2011Oct 2011Nov 2011Dec 2011Jan 2012Feb 2012March 2012April 2012May 2012Average revenue% of originalCum RevCum LTVPaid back?Mths
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Month 1$161.60$150.50$156.70$145.60$128.60$146.10$147.00$137.80$141.70$142.70$141.80$131.40$126.80$128.10$133.10$141.30100%$141.30$21.20FALSE1
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Month 2$30.50$27.30$29.30$27.90$22.00$23.20$24.80$24.90$27.20$23.80$24.40$23.10$26.00$26.40$25.8018.2%$167.09$25.06FALSE2
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Month 3$27.00$27.90$21.10$24.20$22.00$19.60$26.70$21.60$21.40$21.50$22.90$21.50$21.10$23.0016.2%$190.04$28.51FALSE3
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Month 4$23.90$23.30$23.60$21.10$20.50$22.40$23.10$20.00$21.40$21.40$19.70$20.10$21.7015.4%$211.75$31.76FALSE4
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Month 5$22.40$21.60$20.00$18.80$20.30$23.60$21.30$20.30$19.40$23.60$20.40$21.1014.9%$232.83$34.92FALSE5
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Month 6$18.10$22.80$19.90$21.40$22.50$21.60$19.30$20.30$20.30$20.60$20.7014.6%$253.52$38.03FALSE6
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Month 7$19.70$20.00$21.00$19.60$21.60$20.00$22.70$19.70$20.00$20.5014.5%$274.02$41.10FALSE7
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Month 8$21.40$22.90$23.50$22.10$24.80$22.60$20.50$22.00$22.5015.9%$296.48$44.47FALSE8
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Month 9$20.50$21.40$22.30$20.90$23.20$21.30$21.60$21.6015.3%$318.08$47.71FALSE9
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Month 10$19.60$22.00$20.00$21.70$21.80$19.90$20.8014.7%$338.91$50.84TRUE10
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Month 11$21.90$19.50$22.70$19.40$19.10$20.5014.5%$359.44$53.92TRUE11
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Month 12$20.80$20.70$21.40$20.60$20.9014.8%$380.29$57.04TRUE12
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Last 6 mth average14.9%
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Month 13$21.0714.9%$401.36$60.20TRUE13
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Month 14$21.0714.9%$422.43$63.36TRUE14
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Month 15$21.0714.9%$443.49$66.52TRUE15
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Month 16$21.0714.9%$464.56$69.68TRUE16
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Month 17$21.0714.9%$485.63$72.84TRUE17
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Month 18$21.0714.9%$506.69$76.00TRUE18
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Month 19$21.0714.9%$527.76$79.16TRUE19
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Month 20$21.0714.9%$548.82$82.32TRUE20
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Month 21$21.0714.9%$569.89$85.48TRUE21
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Month 22$21.0714.9%$590.96$88.64TRUE22
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Month 23$21.0714.9%$612.02$91.80TRUE23
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Month 24$21.0714.9%$633.09$94.96TRUE24
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Month 25$21.0714.9%$654.16$98.12TRUE25
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Month 26$21.0714.9%$675.22$101.28TRUE26
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Month 27$21.0714.9%$696.29$104.44TRUE27
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Month 28$21.0714.9%$717.36$107.60TRUE28
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Month 29$21.0714.9%$738.42$110.76TRUE29
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Month 30$21.0714.9%$759.49$113.92TRUE30
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Month 31$21.0714.9%$780.55$117.08TRUE31
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Month 32$21.0714.9%$801.62$120.24TRUE32
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Month 33$21.0714.9%$822.69$123.40TRUE33
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Month 34$21.0714.9%$843.75$126.56TRUE34
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Month 35$21.0714.9%$864.82$129.72TRUE35
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Month 36$21.0714.9%$885.89$132.88TRUE36
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3 year Cumulative Revenue$885.90
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Contribution Margin$0.15
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3 year LTV$132.88
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Customer Acquisiton Cost$50.00
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LTV/CAC ratio$2.66
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Payback period$10.00
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