<aside> 💡 Quantitative Data tell you that there is a problem
Qualitative data tells you what that problem is and why it exists
</aside>
LTV/CAC measures the relationship between the lifetime value of a customer and the cost incurred to acquire that customer. The customer lifetime value (LTV) refers to the profit brought in by a customer, whereas the customer acquisition cost (CAC) is the expense incurred in the process of convincing the customer to purchase the product.
Net Promoter Score (NPS) is a measure used to gauge customer loyalty, satisfaction, and enthusiasm with a company that’s calculated by asking customers one question: “On a scale from 0 to 10, how likely are you to recommend this product/company to a friend or colleague?” Aggregate NPS scores help businesses improve upon service, customer support, delivery, etc. for increased customer loyalty.
Customer churn, or customer turnover, refers to the number of customers you’re losing in a predetermined time period.
Time to Purchase shows you how long it took for visitors to your site to convert into customers. This can be measured in time as days to transaction or as number of sessions.
Acquisition (or awareness) – How are people discovering our product or company?
Activation – Are these people taking the actions we want them to?
Retention – Are our activated users continuing to engage with the product?
Referral – Do users like the product enough to tell others about it?
Revenue – Are our personas willing to pay for this product?)
