Top-Level KPIs
Track four headline metrics to monitor Reelevant’s overall impact at a glance.
| KPI | Example value | Description |
|---|
| Total Incremental Value | €378,800 | Sum of all Incremental Value across levers (vs previous period) |
| One-timer → Repeat conversion | 18.3% | Uplift vs Non-Exposed Population |
| Incremental retention | €94,200 | Preserved customers × LTV |
| Average LTV gain / customer | +€47 | Additional lifetime value per exposed customer |
Segment Analysis
Break down the Incremental Value by customer segment to identify where Reelevant creates the most impact.
| Segment | Incremental Value | Population | Uplift |
|---|
| Consolidated | €378,800 | 125,000 customers | +2.8 pts |
| One-timers | €97,200 | 42,000 customers | +5.4 pts |
| Repeat buyers | €164,900 | 58,000 customers | +2.1 pts |
| Inactive | €116,700 | 25,000 customers | +3.6 pts |
Key indicators (consolidated view)
| Indicator | Value |
|---|
| Total population | 125,000 |
| Exposed (90%) | 112,500 |
| Non-Exposed (10%) | 12,500 |
| Churn risk | 12% |
| Orders/year | 2.4 |
| Annual Spend | €187 |
Exposed vs Non-Exposed comparison
| Metric | Exposed | Non-Exposed | Uplift |
|---|
| Second-purchase rate | 18.3% | 15.2% | +3.1 pts |
| Purchase frequency/year | 2.4 | 2.1 | +0.3 |
| Average basket (AOV) | €81 | €76 | +€5 |
| Annual Spend | €194 | €160 | +€34 |
| Retention rate | 71% | 66% | +5 pts |
Impact on Customer Lifetime Value (CLV)
| Stage | Value |
|---|
| Before Reelevant (CLV initial) | €310 |
| After Reelevant | €357 |
| Incremental CLV | +€47 |
Customer Value Journey
CLV increases exponentially with each additional purchase. The critical leap is from the 1st to the 2nd purchase — this is where Reelevant has the strongest impact lever.
| Stage | CLV | Purchases |
|---|
| One-timer | €78 | 1 |
| Second purchase | €210 | 2 |
| Repeat buyer | €420 | 3–5 |
| Loyal customer | €680 | 6–10 |
| VIP | €1,200 | 10+ |
A one-timer has a CLV of ~€78. A customer who made their second purchase has a CLV of ~€210 (+169%). Reelevant increases the second-purchase rate by +5.4 pts on exposed one-timers, generating on average +€117 of incremental CLV per converted customer. Beyond the immediate revenue, this conversion structurally reduces churn risk from 58% to 42%.
Consolidated Lever Summary
The consolidation table shows all CRM levers on disjoint segments (no population overlap) at the same metric level (N2 — intermediate) to avoid double-counting.
| CRM lever | Segment | Exposed pop. | Uplift | Unit value | Incremental Value | Level |
|---|
| One-timer → Repeat | One-timers | 37,800 | +5.4 pts | €117 | €97,200 | N2 |
| Loyalty enrolment | Active customers | 50,000 | +2.5 pts | €30/year | €37,500 | N2 |
| Status upgrade | Silver members | 30,000 | +3.3 pts | €80/year | €79,200 | N2 |
| Reactivation | Inactive 90d+ | 15,000 | +3.6 pts | €180 | €97,200 | N2 |
| Churn reduction | High-risk | 10,000 | −4.5 pts | €300 | €135,000 | N2 |
| TOTAL | 5 disjoint segments | 142,800 | | | €446,100 | |
| Summary metric | Value |
|---|
| Total consolidated value | €446,100 |
| Value / exposed customer | €3.12 |
| Highest-impact lever | Churn reduction — €135,000 (preserved LTV) |
Assignment Integrity
The Exposed (90%) and Non-Exposed (10%) populations are formed by strictly random on-the-fly assignment at the moment of email content generation. The law of large numbers guarantees equivalent behavioural profiles without any ex-post adjustment.
| Property | Value |
|---|
| Split | 90% / 10% — Exposed / Non-Exposed |
| Method | Pure random — on the fly, at open |
| Guarantee | Law of large numbers — automatic equivalence |
Building Your Dashboard
Short term
Set up a permanent 10% Non-Exposed Population on the main email communications. Choose 1–2 priority Use Cases for a first measurement.
Medium term
Calculate reference unit values (member/non-member annual value, post-reactivation revenue, etc.) from historical data. Establish a standard measurement framework.
Long term
Automate incrementality tracking. Develop a consolidated Incremental Value dashboard. Consider omnichannel extension.
