100 questions to ask about your business

Excellent questions to ask about your business.

Marketing attribution

1. How many new customers am I acquiring each month?

2. What is my margin by channel?

3. How many orders did I receive by channel?

4. What percentages of my sales come from which channel?

5. Which channel gets us the most profitable customers?

6. Which channel gets us the most loyal customers?

7. How many shopping carts are being abandoned each month?

8. What is the value of the shopping carts being abandoned each month?

9. How does my abandoned cart value and conversion change over time?

10. How many web searches are being abandoned each month?

11. What is our true cost to acquire new customers?

12. How many different campaigns does a single customer touch?

13. Which are my high potential leads of people coming in?

14. What is the performance of my direct marketing campaigns?

15. What programs are giving me the best return?

16. Which promotions drive the most sales?

17. Does my catalogue add profits?

Business intelligence

18. What is my average daily revenue? How has it changed over time?

19. What is my revenue per customer? How is it trending?

20. How many orders did I have in the past 12 months (or other time frame)?

21. How many customers bought from me in the last 3/6/9/12 months?

22. How many active customers do I have (who bought in the past 12 months)?

23. How many individual households buy from me?

24. How many of my customers have lapsed?

25. How does my revenue breakdown by access device (mobile, tablet, etc.)?

26. How does my revenue breakdown by geography?

27. How does my revenue breakdown by store?

28. What is the revenue (and margin) impact of offering free shipping?

29. What is the total discount (dollars) given over the past 12 months?

30. Did discounts drive incremental sales?

31. Did discounts drive incremental margins outweighing the costs?

32. How much of my revenue come from non-marketable customers?

33. Should I charge a membership fee?

Customer intelligence

34. What payment method do my customers most frequently use?

35. Do my in-store customers behave differently than online customers?

36. What are the best incentives to give to each of our customers?

37. What product to recommend to each customer next?

38. What is the primary channel for each of my customers?

39. What is my share of wallet for each customer (by customer segment)?

40. What is my upside in each and every customer?

41. How many different products types (categories) does each customer buy from us?

42. Which customers are most likely to buy?

43. Which customers are at risk of churn?

44. What is the average time for customers to reorder?

45. Which accounts have a high potential lifetime value, but a low penetration?

46. What is the predicted lifetime value by gender?

47. How many new customers turn into repeat buyers?

48. Is the predicted lifetime value of bargain hunters lower?

49. Is the lifetime value of mobile shoppers higher or lower?

50. What brand preferences do my most valuable customers have?

51. What percentage of my customers are discount buyers?

52. What percentage of my customers are frequent buyers?

53. What is the profitability of a customer?

54. What is the profitability by size of customer (in business to business)?

55. What is my profitability by salesperson?

56. What is my profitability by sales person by vendor (or category)?

57. What is my average order value per customer segment?

58. What is the average order value by gender?

59. Is average order value (or revenue per customer) different in different locations?

60. How does average order value change over time?

61. How does first time to repeat buyer conversion change over time (cohort analysis)?

62. What percentage of my customers are full price (high margin) buyers?

63. What percentage of my customers are one time buyers?

64. Which of my customers are bargain hunters?

65. Who are my high return complainers?

66. Who are my seasonal customers? What is their lifetime value?

67. Who are my single channel customers?

68. What is the distance to my closest store for each customer (segment)?

69. Who are my gift card givers? And who are gift card users?

Email marketing

70. Which customers have never opened an email from me in the past year?

71. Which customers have not received any emails from me in the past year?

72. How many emails were opened/clicked in the past month? What is the trend?

73. How many emails converted to sales in the past month? Is this going up or down?

74. How do open/click/conversion rates differ by customer segment?

75. What percentage of customers cannot be reached via email?

76. Who are my most enthusiastic email subscribers?

77. How many new subscribers do I acquire to my email list every month?

78. How many engaged subscribers actually read my emails?

79. Is my number of engaged subscribers growing or declining?

80. What is the appropriate frequency to email people?

81. How often can I email people before they will unsubscribe?

82. What content gets people to open my emails?

83. What offers get people to click and convert from my emails?

84. Which of my offline sales can be attributed to email marketing?

85. How many people unsubscribe from my mailing list monthly? What is the trend?

86. How much of my email list will I lose this year if I keep doing what I’m doing now?

Loyalty and Lifetime value

87. How many of my customers participate in my loyalty program?

88. How many loyalty points does the average customer collect?

89. Is the average order value for loyalty program participants higher than average?

90. Is the lifetime value of loyalty program participants higher than average?

91. Is the order frequency for loyalty program participants higher than average?

92. Who are my most valuable customers?

93. Which of my valuable customers are at risk?

94. What is the (predicted) lifetime value of my top 10% of customers?

95. What % of revenues comes from my top 10% (or bottom 10%) of customers?

96. What is the order frequency of my top 10% (or bottom 10%) of customers?


97. What product categories are performing the best?

98. How’s my product mix changing over time?

99. What is the purchase frequency of certain product categories?

100. Which customers will be interested in this new product (story, concert, article, event, etc.)?

Omer ArtunFounder and CEO of Agilone