// data dashboard · 1M+ invoice lines
Online retail dashboard
Two years of a UK online gift retailer’s orders, about a million invoice lines, aggregated on the server so every filter stays fast. Explore revenue, products, baskets, customer retention and returns.
Dec 2009 – Dec 2011 · GBPData source: snapshot
Cohorts that first ordered in Dec 2009 – Dec 2011, followed to the end of the range. Customer views count every category, and segments are scored over the whole period.
Cohort retention
Each row is the month customers first ordered; each column is months since. Darker means more of them came back.
| Cohort | Customers | 1 month later | 2 months later | 3 months later | 4 months later | 5 months later | 6 months later | 7 months later | 8 months later | 9 months later | 10 months later | 11 months later | 12 months later |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dec 2009 | 951 | 35% | 33% | 42% | 38% | 36% | 38% | 34% | 34% | 36% | 42% | 50% | 38% |
| Jan 2010 | 368 | 21% | 32% | 32% | 27% | 31% | 27% | 23% | 29% | 33% | 31% | 18% | 23% |
| Feb 2010 | 375 | 23% | 23% | 29% | 25% | 20% | 19% | 29% | 26% | 28% | 11% | 13% | 15% |
| Mar 2010 | 441 | 19% | 23% | 24% | 23% | 20% | 25% | 31% | 28% | 11% | 11% | 15% | 20% |
| Apr 2010 | 294 | 19% | 19% | 16% | 18% | 22% | 28% | 27% | 11% | 11% | 7% | 14% | 14% |
| May 2010 | 255 | 16% | 17% | 18% | 18% | 25% | 21% | 13% | 6% | 8% | 11% | 13% | 15% |
| Jun 2010 | 267 | 18% | 19% | 21% | 23% | 28% | 13% | 9% | 8% | 11% | 10% | 14% | 15% |
| Jul 2010 | 185 | 16% | 18% | 30% | 29% | 14% | 11% | 15% | 15% | 11% | 14% | 15% | 13% |
| Aug 2010 | 163 | 20% | 29% | 33% | 17% | 12% | 10% | 13% | 14% | 13% | 13% | 12% | 15% |
| Sept 2010 | 239 | 23% | 23% | 13% | 9% | 10% | 14% | 10% | 13% | 13% | 12% | 10% | 23% |
| Oct 2010 | 375 | 26% | 15% | 13% | 9% | 8% | 13% | 14% | 11% | 9% | 11% | 13% | 19% |
| Nov 2010 | 326 | 17% | 10% | 10% | 8% | 9% | 13% | 10% | 9% | 9% | 11% | 15% | 25% |
| Dec 2010 | 76 | 9% | 5% | 9% | 12% | 7% | 5% | 9% | 5% | 3% | 9% | 20% | 3% |
| Jan 2011 | 72 | 17% | 22% | 19% | 22% | 15% | 15% | 13% | 11% | 21% | 25% | 11% | no data |
| Feb 2011 | 125 | 16% | 16% | 18% | 22% | 16% | 16% | 15% | 15% | 18% | 6% | no data | no data |
| Mar 2011 | 179 | 18% | 22% | 20% | 22% | 15% | 21% | 20% | 24% | 10% | no data | no data | no data |
| Apr 2011 | 106 | 25% | 20% | 20% | 18% | 24% | 18% | 25% | 11% | no data | no data | no data | no data |
| May 2011 | 111 | 23% | 24% | 16% | 22% | 21% | 26% | 11% | no data | no data | no data | no data | no data |
| Jun 2011 | 108 | 23% | 21% | 27% | 20% | 28% | 8% | no data | no data | no data | no data | no data | no data |
| Jul 2011 | 101 | 21% | 30% | 28% | 35% | 16% | no data | no data | no data | no data | no data | no data | no data |
| Aug 2011 | 107 | 26% | 30% | 26% | 17% | no data | no data | no data | no data | no data | no data | no data | no data |
| Sept 2011 | 188 | 27% | 38% | 15% | no data | no data | no data | no data | no data | no data | no data | no data | no data |
| Oct 2011 | 221 | 32% | 16% | no data | no data | no data | no data | no data | no data | no data | no data | no data | no data |
| Nov 2011 | 191 | 14% | no data | no data | no data | no data | no data | no data | no data | no data | no data | no data | no data |
| Dec 2011 | 28 | no data | no data | no data | no data | no data | no data | no data | no data | no data | no data | no data | no data |
Blank cells are after the selected range or the end of the data. Customers without an ID (guest orders) aren’t in cohorts.
Customer segments
Scored on recency, frequency and spend over the whole period. 5,852 customers, all countries.
Averages per customer. Recency counts days to 2011-12-10, the day after the last order in the data. Customers without an ID aren’t scored.
Data: Online Retail II, UCI Machine Learning Repository (CC BY 4.0). Cleaned and aggregated; cancellations kept as returns.