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Customer Behavior & Retention Analytics
Case Study
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.
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Industry
eCommerce / D2C
📅
Engagement
8 Months
🛠
Platform
MySQL, Tableau
🎯
Focus
Retention, 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
✓
Lack of insights into cross-platform customer journeys
What this meant for the business
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High customer acquisition costs with poor retention ROI
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Low repeat purchase rate with no clear driver identified
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No visibility into which segments drive long-term revenue
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No understanding of cross-sell or bundling opportunities
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Decisions made on intuition, not data
Our approach
01
Data integration
Unified data from website, app, payment gateway, CRM, and marketing platforms into a central warehouse.
02
Cohort framework
Built cohort analysis tracking customer performance over 1, 3, 6, and 12-month windows from acquisition date.
03
LTV & segmentation
Designed LTV tracking by segment, purchase frequency distribution, and days-to-second-order analysis.
04
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.
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23%
Increase in repeat purchase rate within 90 days
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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.
Head of Analytics
D2C eCommerce Brand
Tech stack used
MySQL
Tableau
Excel
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