NMK Infotech

Decision-focused analytics and dashboard consulting

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NMK Infotech

Decision-focused analytics and dashboard consulting

NMK Infotech

Decision-focused analytics and dashboard consulting

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Customer Behavior & Retention Analytics

Case Study

Customer Behavior,

Retention &

Cohort Analysis

Customer Behavior,

Retention &

Cohort Analysis

Customer Behavior,

Retention &

Cohort Analysis

Built a cohort-based analytics framework to track customer lifetime value, repeat purchase behavior, and retention patterns across a D2C eCommerce brand.

🏪

Industry

eCommerce / D2C

📅

Engagement

8 Months

🛠

Platform

MySQL, Tableau

🎯

Focus

Retention, LTV, Cohort Analysis

LTV, Cohort Analysis

The challenge

The business wanted to understand customer lifetime value, repeat purchase behavior, and retention patterns — but had no structured framework to track how customers evolved over time. Data existed across platforms but was never stitched together into a coherent picture.

✓

No clarity on how often customers return after first purchase

✓

Inability to measure customer lifetime value (LTV) accurately

✓

No visibility into repeat purchase timelines

✓

Difficulty identifying high-value vs low-value customer segments

Difficulty identifying high vs low value customer segments

✓

Lack of insights into cross-platform customer journeys

What this meant for the business

📉

High customer acquisition costs with poor retention ROI

🔁

Low repeat purchase rate with no clear driver identified

🔍

No visibility into which segments drive long-term revenue

🧩

No understanding of cross-sell or bundling opportunities

📊

Decisions made on intuition, not data

Our approach

Data integration

Unified data from website, app, payment gateway, CRM, and marketing platforms into a central warehouse.

Cohort framework

Built cohort analysis tracking customer performance over 1, 3, 6, and 12-month windows from acquisition date.

LTV & segmentation

Designed LTV tracking by segment, purchase frequency distribution, and days-to-second-order analysis.

Dashboard/drill-down

Created executive dashboards with customer-level drill-down views across orders, journeys, and metrics.

Key outcomes

Delivered measurable improvements in retention visibility and long-term revenue strategy.

🔄

23%

Increase in repeat purchase rate within 90 days

📈

18%

Improvement in 90-day customer retention

💰

15%

Higher customer lifetime value (CLV) identified

🏷

$200K+

Identified revenue opportunity through retention and lifecycle optimization

What the client said

NMK Infotech demonstrated strong responsiveness and attention to detail, particularly in handling complex Tableau reporting and multi-layered data transformations.

Over a long-term engagement with multiple iterations, the team consistently delivered high-quality outputs aligned with business requirements.

NMK Infotech demonstrated strong responsiveness and attention to detail, particularly in handling complex Tableau reporting and multi-layered data transformations.

Over a long-term engagement with multiple iterations, the team consistently delivered high-quality outputs aligned with business requirements.

NMK Infotech demonstrated strong responsiveness and attention to detail, particularly in handling complex Tableau reporting and multi-layered data transformations.

Over a long-term engagement with multiple iterations, the team consistently delivered high-quality outputs aligned with business requirements.

Head of Analytics

D2C eCommerce Brand

Tech stack used

MySQL

Tableau

Excel

Facing similar challenges?

Let's solve it.

Facing similar challenges?

Let's solve it.

Facing similar challenges?

Let's solve it.

Let's discuss your use case and build clarity around what matters.

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