Every lever, mapped to a KPI
Five headline KPIs make up the growth scorecard. Every segment is tied to the one it moves most, so strategy and measurement stay in step.
First-purchase conversion
Share of new registrations that complete a first purchase.
RFM+BT signal
Registered with zero or one lifetime purchases inside the onboarding window.
Segments that move it
The move
Day-0 activation, best-first-product recommendation, friction removal.
Active customers
Customers with a purchase inside the active window.
RFM+BT signal
Recency slipping against personal rhythm, or a return after silence.
Segments that move it
The move
Win-back, reactivation and subscription-health protection.
Purchase frequency
Average purchases per active customer per period.
RFM+BT signal
A repeatable cadence forming, stalling or absent.
Segments that move it
The move
Habit-building nudges and a second purchase occasion.
Spend per active
Average spend per active customer per period.
RFM+BT signal
High decayed value, or spend that co-moves with seasonal events.
Segments that move it
The move
Protect top value, and concentrate budget on sale moments for the deal-driven.
Category breadth
Number of distinct categories purchased per customer.
RFM+BT signal
High recency and frequency, but narrow category coverage.
Segments that move it
The move
Cross-sell into the complementary range once the core habit is secure.
Same segment, more than one KPI
A customer rarely sits under a single number. Most segments move more than one at once, and one steady behaviour can protect a KPI while gently lifting another. That is the point of one shared model: every KPI is being worked at once, from the same view of the customer. Proving each move is real, and not just the tide, is the job of Next Steps.