Retail models and methods
Short educational explainers on the analytical models and methods behind retail planning, customer analysis and marketing measurement.
Inventory and product models
Classifying items, finding what sells together and keeping shelves stocked.
- ABC analysisRanks the items in a portfolio from most to least valuable so the important ones are prioritized.
- XYZ analysisMeasures how forecastable items or customers are.
- ABC-XYZ analysisCombines value ranking with predictability to segment items.
- Market basket analysisStatistical affinity calculations that show which products are bought together.
- Product catalog classificationOrganizing product attributes without defining each one by hand.
- Replenishment campaignsReminding customers to reorder replaceable or consumable products.
Customer models
Segmenting, valuing and retaining customers, and encouraging repeat orders.
- Loyalty campaignsRewards in exchange for purchases to encourage higher-value customers to buy more.
- Customer lifetime valueProjected revenue a customer brings over their lifetime.
- RFM(E) segmentationSegments customers by recency and frequency plus monetary value or engagement.
- Types of customersFive main customer types, starting with loyal customers.
- Customer journey and conversion funnelThe decision-making stages that lead a buyer to convert.
- Customer churn modelsWhat churn is, where it is used and how a predictive churn model supports retention.
- Customer retention modelsModels that help brands target existing customers toward a desired outcome.
- Buyer typesCategories describing consumer spending habits and how to appeal to each.
- Propensity to buyThe likelihood that a potential customer will purchase, and how to predict it.
- Customer profitability analysisA managerial accounting tool that shifts focus from product lines to individual customers.
- Repeat purchase campaignsCampaigns, from thank-you messages to cart abandonment emails, that bring customers back.
- Cross-selling campaignsPointing customers to related products to make additional purchases more likely.
Marketing measurement models
Crediting conversions, judging ad spend and understanding how users attract users.
- Attribution modelsFrameworks for deciding which touchpoints earn credit for a conversion.
- AIDA modelThe advertising effect model of the stages a person goes through.
- Network effectExisting users benefit when a product or service is adopted by additional users.
- ROASA digital marketing metric, similar to ROI, of revenue earned per unit of ad spend.
Collections
- Leads cultivationResources on attracting and qualifying prospective customers: who is likely to buy, how buyers differ and how attention turns into action.
- Traffic managementResources on measuring marketing channels: which touchpoints earn credit, what ad spend returns and how adoption compounds.