Tableau Desktop Certified Associate: Exam Guide

Example 1 – average customer lifetime value

Using the Global Superstore dataset, for the Technology category, we want to see the average lifetime sales value of customers, split by Segment and Market.

If we just calculate a straight AVG([Sales]), we get the following:

However, that is representing the average sales to customers at the line item level, not the lifetime value. If customer A has two orders for $100 and $200 and customer B has a sale for $300, the average sale is $200, but the average lifetime sales value is $300, as both customers have a lifetime value of $300. Here, we need to first compute the sales at customer level, and then ...