User Lifecycle Status Analysis

Definition

You can classify and analyze the lifecycle status of existing customers. Customers can be classified into four simple categories based on the two dimensions: the time since the last login and the time since the first login.

New users: customers who logged in/purchased a product within a short period at the beginning.

One-time users: customers who logged in/purchased a product within a short period but have not continued to purchase recently.

Loyal users: customers who have consistently logged in/purchased a product over a long period and continued to purchase recently.

Churned users: customers who have consistently logged in/purchased a product over a long period but have not continued to purchase recently.

Application

You can assess the current market competitiveness of the enterprise and implement different marketing actions for customers of various categories.

You can download the sample data: User Retention Data.xlsx.

Data Preparation

1. Create an analysis subject named User Lifecycle Status Analysis and upload the sample data User Retention Data, as shown in the following figure.

2. Add data, click Field Settings, and select the fields Mobile, Login Time, and Earliest Activation Time, as shown in the following figure.

3. Click Group Summary, drag Mobile into the Group bar, and drag Login Time and Earliest Activation Time into the Summary bar.

Click the  icon next to Earliest Activation Time and select Earliest Time from the drop-down list. Click the  icon next to Login Time and select Latest Time from the drop-down list.

In this way, you can find out the most recent purchase time and activation time for each user (namely, each mobile number).

4. Click Formula Column and enter the formula: TODATE("2020-10-21"). (Since the sample data contains data only up to "2020-10-21", "2020-10-21" is considered as the current date.)

5. Add two time interval columns named Time Since the Last Login and Time Since the Last Activation and calculate the number of days respectively, as shown in the following figure.

6. Click Formula Column, name the to-be-added column User Classification, and enter the formula: IF(AND(${Time Since the Last Activation}<=180,${Time Since the Last Login}<=60),"New User",IF(AND(${Time Since the Last Activation}<=180,${Time Since the Last Login}>60),"One-Time User",IF(AND(${Time Since the Last Activation}>180,${Time Since the Last Login}<=60),"Loyal User","Churned User"))), as shown in the following figure.

Activation time within 180 days and last login within 60 days: New User

Activation time within 180 days and last login more than 60 days: One-Time User

Activation time more than 180 days and last login more than 60 days: Churned User

Activation time more than 180 days and last login within 60 days: Loyal User

7. Save and update the subject.

Component Creation

Creating a Pie Chart of User Classification

1. Set Chart Type to Pie Chart, drag the field User Classification into the bars Color and Label, drag the field Count into the bar Angle, and set Quick Calculation of the field Count to Percentage, as shown in the following figure.

2. Rename the field Count as Percentage, copy the field Percentage, and drag the copied field into the bar Label, as shown in the following figure.

Creating a Group Table of User Classification

You can create a group table to view the number of users of various classifications, as shown in the following figure.

Dashboard Creation

Drag the two created components into the dashboard, as shown in the following figure.

One-time users and churned users make up a significant portion, with churned users far outnumbering new users, indicating declining competitiveness.

Loyal users constitute a small proportion, suggesting a weak