What transactions reveal.
WHAT THE DATA CONTAINS
When people buy What they buy together Which methods they use Which fail Repeat purchase patterns Geographic distribution
WHAT TO MEASURE
Conversion by method and device Average transaction value, over time Repeat purchase rate Time between purchases Revenue concentration by customer
WHY CONCENTRATION MATTERS
Dependence on few customers is a risk that transaction data makes visible.
WHAT DECLINE ANALYSIS REVEALS
Whether losses are customer-side or configuration.
WHAT COHORT ANALYSIS REVEALS
Whether newer customers behave differently from older ones.
WHY THAT MATTERS
It shows whether the business is improving or coasting on early customers.
WHAT SEASONALITY REVEALS
When to hold stock, staff, and cash.
WHAT TO BE CAREFUL WITH
Reading patterns from small numbers Confusing correlation with cause Acting on a single period
WHAT TO COMBINE IT WITH
Support contacts and refund reasons.
WHY
Together they explain why numbers moved.
WHAT TO REVIEW MONTHLY
Conversion, decline reasons, refund reasons, and effective cost.
WHAT TO ACT ON
The largest recoverable loss, whatever it is.
