To segment your referrers by ECR, navigate to the ‘Breakdown of your referrers by ECR value’ section of the ‘Customer Revenue’ page in the performance section of the Mention Me platform.
How do you calculate high/medium/low ECR?
We segment your customers and your brand’s referrers into three buckets: Low, Medium and High Value customers based on their Extended Customer Revenue (ECR).
High ECR Customers
This threshold is calculated using the revenue brought by your ‘top 5% non-referring customers’.
Medium ECR Customers
We use the revenue brought by your ‘top 25% non-referring customers’ to determine the lower threshold, and the ‘top 5% non-referring customers’ for the upper threshold.
Low ECR Customers
This threshold is calculated using the revenue brought by your ‘top 25% non-referring customers’.
What is my high/medium/low ECR value?
The tooltip on the tile will tell you your ECR value - see the screenshot below
How do I download customer data for high/medium/low ECR?
N.B This feature is only available for clients on the Optimise/Advanced/Ultimate package
- Click the ‘Download customer segments’ dropdown in the 'Breakdown of your referrers by ECR' section
- Select the segments you want to download and select 'Generate'
- As CSV file with the relevant data will be emailed to you within 15 minutes
What are the active/dormant/lapsed time periods?
The active/dormant/lapsed time periods are unique for you as a business. We base the time frames on your customers' purchase cycles.
You can see the exact values in the ‘How we’ve defined Active, Dormant and Lapsed’ table at the bottom of the page
For a customer to fall into active, dormant or lapsed they have to make either a purchase or a referral within the specified time period.
How do you calculate these time periods?
We calculate the cumulative sum of subsequent orders made in relation to the time since the previous order We use this as a proxy for the average probability of repeat purchases. The Dormant and Lapsed states are found at the intersection of the probability curves with 100x(1-(1/e)) and 100x(1-(1/(2e))) horizontal lines.
Watch this video about Introducing Customer Revenue: