Programme Plan & Dashboard: Monthly Lapsing Pipeline, Incremental Reactivations, Total Cost, ROI and a Chart
This lesson is part of the course
In this lesson
You turn the monthly pipeline of newly lapsed customers into contacts, incremental reactivations, cost and second-life value, total the half-year with the set-up cost, calculate the programme ROI and chart the pipeline.
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Lessons in this course
- Defining Lapsed Customers: Days Since the Last Order, a Threshold per Category and the Size of the Lapsed Pool Locked
- Lapse Curves: Monthly Return Rates, the Cumulative Share Coming Back and the Point of No Return Locked
- Segments for Win-Back: Recency Bands × Past Value with COUNTIFS, Segment Labels and the Priority Segment Locked
- Offer Economics: Discount Cost per Order, Margin After the Offer, Break-Even Reactivation Rate and Profit per 1,000 Contacts Locked
- Holdout Tests: Incremental Reactivation Rate, Incremental Customers, Cost per Incremental Customer and Paid-Anyway Share Locked
- Channel Mix: Cost per Incremental Reactivation by Channel, Plan Cost, Blended Cost and a Reach Check Locked
- Second-Life Value: Retention of Reactivated vs New Customers, a Simple Decay with POWER and the Maximum Win-Back Cost Locked
- Programme Plan & Dashboard: Monthly Lapsing Pipeline, Incremental Reactivations, Total Cost, ROI and a Chart Locked