Organisation and Brand centric weekly

Revenue​ v
Total Orders (Sum), Orders (outlet), Orders (date)​ v
Completion rate ​
All ordering outlets​
Repetoire, Repeat Orders (Sum)​ v
Utilisation performance
Customer Journey and Operational metric alignment
Analytics usage​
New Registrations​ v
Total Registrations by Persona type & Assisted Discovery​ v
Total universe​
Active users, Avg. users engagement time (session)​ v
Not interested, Regular, Loyal, Very Loyal​ v
Outbound Call Centre to Registration Conversion Rate​
% Renewal Rate for Mastercard/Kadeos​ v
Customer feedback and Touchpoint specific metrics
Total Universe, All logins, Avg, logins per user​ v
New Log-ins, Returning Customer Log-ins​ v
Top regions, Top pages, Top devices​ v
Out of Stock (Sum)​ v
Active Users by page​ v
Bounce rates​ v
Avg. Users engagement rate​ v
Newsletter open rate, newsletter CTOR​ v
Completion of Viewing the Video​ v
Articles open rate​ v
Quizzes completion rate​ v
Games completion rate v
monthly yearly
v v
v v
v v
v v
v v

v v
v v
v v
v v
v v

v v

v v
v v
v v
v v
v v
v v
v v
v v
v v
v v
v v
v v
CX SCORE TARGET FREQUENCY
“On a scale from 0 to 10, how are you likely to
recommend company/brand/product X, BAT
Club, to a friend/colleague/relative?“
NPS = %
PROMOTERS (9-10) – % (6 and less) DETRACTORS 1/Q: at the
Follow up beginning and
NPS 9 or 10
questions: at the end +
1. What’s the reason for your score? YoY (Jan)
2. What can we do to improve our product and
bring more value to you?

“How are you satisfied with our product?” or

“How would you rate your overall satisfaction?”
with the company, its product, BAT Club, or a 1/Q: at the
certain interaction. beginning and
CSAT 4 or 5
(#) POSITIVE RESPONSES / (#) TOTAL at the end +
RESPONSES X 100 = (%) CSAT YoY (Jan)
1) very unsatisfied, 2)
unsatisfied, 3) neutral, 4) satisfied, and 5) very
satisfied

“on a scale of ‘extremely easy’ to ‘extremely

difficult, how easy was it to interact with 1/Q: at the
[product].” Training Hub, this site (product site, beginning and
CES 4 or 5
main page, etc.) at the end +
CES = % EASY – % DIFFICULT YoY (Jan)
1) extremly difficult 2)
difficult 3) neutral 4) easy 5) extremly easy

1. Customer Value = Average Purchase Value x

CLV (LTV) Average Number of Purchases < 80% monthly, yearly
2. Customer Lifetime Value = Customer Value
x Average Customer Lifespan
1. The number of existing customers at the start
of the time period (S)
2. The number of total customers at the end of
CRR the time period (E) < 90-95% monthly, yearly
3. The number of new customers added within
the time period (N)
[(E-N)/S] x 100 = Customer Retention
Rate
1. Customer Churn Rate = (Lost Customers ÷
Total Customers at the Start of Time Period) x
max. 5%
CHURN RATE 100 2. monthly, yearly
(CCR)
Revenue churn rate = (Revenue lost due to
customer churn / Total revenue generated) x 100
Total conversions (e.g. making a purchase, signing
CONVERSION RATE up for a newsletter, filling out a form) / Total 2-5% selected period
visits to website = CRT
daily (DAU)
ACTIVE USERS SPLY vs -> weekly (WAU)
monthy (MAU)

Customer Acquisition Cost = Cost of Sales and

CAC Marketing divided by the Number of New Chris
Customers Acquired
 daily, monthly,
APV Total revenue / no of orders = av. purchase value quarterly,
yearly
APFR no. of purchases/no. of customers = av. purchase selected period
frequency (12 months)

CX Score relevancy x quality selected period

 NPS, CSAT, experience /
CES = satisfaction
together on
product page,
training hub,
main page,
quizes

experience/
satisfaction

experience /
satisfaction

Indicator of the total revenue we can reasonably expect

from a single customer account throughout the
business relationship

% of customers who stick with a BATClub over time

1. % of customers who have stopped buying our

products 2. % of revenue that has been
lost due to customer churn

Proportion of people who did the desired action among

BAT Club total number of visitors over a specific time
period (for lead genmeration and profitability)
 the average sales value of each sales transaction (for
revenue projections and forecasting)

seasonality and promotions

engagement
 INDEPENDENT ADDITIONAL
DEPENDENT VARIABLE METHOD
VARIABLES DIFFERENTIATOR

TRUST, PRICE,
logistic and/or
QUALITY, geography:
CUSTOMER LOYALTY multiple linear
CUSTOMER region; rural/city
regression model
SATISFACTION

ACTIVATION
LOTTERY WHEEL logistic geography:
SALES (LOYALTY)
and QUIZZES -> regression region; rural/city
USE OF POINTS
EARNED

MAIN PAGE logistic

SALES (VISIBILITY)
PRODUCT VISUAL regression
geography:
region; rural/city

logistic
SALES (GEOGRAPHY) GEOGRAPHY
regression
geography:
region; rural/city

Glossary

orders/cust,
trust revenue/cust,
churn, CRR,
LTV
price price
conversion
quality rate, CRR,
bounce rate
customer NPS, CSAT,
satisfaction CES
 BUYING WHAT WE WANT TO UNDESTAND
FREQUENCY
influence of the four independet
variables taken on sale (to indicate
the segments of consumers who are
most likely to engage with BAT
Club). Pleae, find the defintions for
each variable in the glossay below.

influence of frequency of the

daily, weekly,
activities taken on sale (to indicate
monthly,
the segments of consumers who are
occasionaly,
most likely to engage with BAT
rarely
Club)

influence of the product picture on

the main page taken on sale (to
daily, weekly, indicate the segments of consumers
monthly, who are most likely to engage with
occasionaly, BAT Club)
rarely
influence of retailers' geography
taken on sale (to indicate the
daily, weekly, segments of consumers who are
monthly, most likely to engage with BAT
occasionaly, Club)
rarely