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Structural analysis steps

  1. Identify major segments like products, geo, demo, etc, and add to segments using Data Analysis - Segments - RFM - How to segment RFM and put every customer into an appropriate bucket
  2. Quantify customer counts, revenue, customer quality (LTV) over time for all segments
  3. Quantify retention, growth rate, and churn over time for all segments
  4. If marketing data has been included, then show LTV/CAC and channel ROI. If attribution data is available then do this for all segments.
  5. Optional: Predict customer growth and market saturation