Hands-On Data Science for Marketing

Repeat customers

Another important factor of a successful business is how well it is retaining customers and how many repeat purchases and customers it has. In this section, we are going to analyze the number of monthly repeat purchases and how much of the monthly revenue is attributable to these repeat purchases and customers. A typical strong and stable business has a steady stream of sales from existing customers. Let's see how much of the sales are from repeat and existing customers of the online retail business that we are currently analyzing in this chapter.

We are going to look at the number of monthly repeat purchases. This means a customer placed more than one order within a given month. Let's take a quick look at the data we have: ...