There is nothing more powerful than getting to know your customer base, and how it evolves over time. So let's take a look at your Customer Development over time:
Definitions
| Date | Time under consideration. |
| Active Customers | Number of customers who have made purchases within the last 12 months. |
| PoP/YoY | Growth rate of your active customers either against last year (YoY) or against the previous period (PoP). |
| New Customers | Number of customers who placed their first order at this time. |
| PoP/YoY | Growth rate of your new customers either against last year (YoY) or against the previous period (PoP). |
| Total Customers | Aggregated number of all your customers. |
| PoP/YoY | Growth rate of your total customers against last year (YoY) or against the previous period (PoP). |
The Customer Development report is shown as a color-coded column chart followed by absolute figures. Trends get even more clear comparing each data point with the previous period.
In addition, with the activation of RX Forecast™ you will additionally get access to three forecast scenarios for your new and total customer development. To enable predictions, simply book the add-on Forecast Plus.
Use Cases
Knowing how much your customer base has grown is relevant for Marketing budget allocation, but also for understanding how healthy your company is. If your customer base is growing and your acquisition efforts are working, then are you getting a parallel effect on revenue? And on retention?
Also, while understanding the health of your business, take a look at your Active Customers and understand how many of your customers have engaged recently with your brand and target them on your Marketing efforts to optimize the performance of your campaigns.
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