Before talking about how to analyze new vs. returning customers in ThoughtMetric, let’s start with a real example.
Below is a snapshot from a brand using ThoughtMetric to understand how individual products contribute to customer acquisition vs. retention.
The Example
Here's data from an e-commerce brand showing revenue for the top 5 products.
Once revenue is split by new vs. returning customers, the role each product plays in the business becomes much clearer.
What This Brand Can Learn from the Data
Product 1: Primary Acquisition Driver
Product 1 generates the highest total revenue, but the key insight is where that revenue comes from. About 68% of sales come from new customers, making it a great product for customer acquisition.
Products 2, 3, and 5: Balanced
Products 2, 3, and 5 still bring in more new customers than returning ones, but the split is closer.
- Healthy contribution from both customer types
- Useful for both acquisition and remarketing
Product 4: Retention-Focused
This product tells a very different story. Product 4 earns more from returning customers than new.
This suggests these products are:
- More likely purchased after the first order
- Strong performers in email, SMS, and post-purchase flows
- Less suitable for cold acquisition
How ThoughtMetric Makes This Analysis Easy
ThoughtMetric shows total revenue, new customer revenue, and returning customer revenue in one view, allowing teams to:
- Identify which products truly drive acquisition
- Avoid spending prospecting budget on retention-heavy products
- Align lifecycle marketing with buying behavior
With ThoughtMetric, teams can see exactly how each product fits into the customer journey.
Learn More
To learn more about ThoughtMetric, book a demo with us!
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