Who the customers are

Customer analytics

Who the panel’s revenue comes from, and how well it keeps them. Every figure is computed by PostgreSQL from the published aggregates and read through the read-only API.

Segments

Who carries the revenue

Households grouped by how recently, how often and how much they buy (RFM), with the purchasing behaviour behind each group.

Retention

Do households stay?

The share of each onboarding group still buying over relative tenure — each household timed from its own first purchase, not a calendar date.

What these numbers mean: calendar, panel and revenue basis

Calendar basis: the source records day 1–711 with no published start date. Day 1 is anchored to Wednesday 2015-01-07 so day 6 falls on a Monday, matching the source WEEK_NO rule (day + 8) / 7. Elapsed intervals, month boundaries and year-over-year comparisons are real; weekday labels are a modelling convention and carry no meaning.

Panel basis: this is a household panel, not an acquisition funnel. 99.8% of households make their first purchase within 180 days of a 711-day window (median day 69), so calendar-month cohorts would contrast early recruits against six stragglers. Retention is reported on relative tenure — each household on its own timeline from its first purchase.

Revenue basis: sales_value is the net amount charged. gross_value = sales_value − retail_disc, where retail_disc is stored negative. Returns appear as quantity ≤ 0, never as negative money. 23,101 rows record weighted goods in grams and are excluded from unit counts.