Q: We are going to start measuring our return customer rate. I looked through my LERN materials to find out how you recommend we measure it. I found it and it's based on going 1 year back.
What's the rationale for going back 1 year rather than say 2 or 3 years back?
A: Thanks for your great question. You can actually go back more than one year, and get a much better idea of whether people are "engaged" customers who repeat over time. When I ran a program, I went back three years. Our experience is that many people have difficulty coming up with data more than a year old, so we established one year as the basic benchmark. I recommend that you look at the patterns over one year and multiple years for the most detailed data about member behavior. Thanks for asking. Let me know if I can answer further questions.