{"id":7025757,"date":"2026-08-03T21:43:12","date_gmt":"2026-08-03T21:43:12","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/kevin-hillstrom-minethatdata-top-12-analysis-the-life-table\/"},"modified":"2026-08-03T21:43:12","modified_gmt":"2026-08-03T21:43:12","slug":"kevin-hillstrom-minethatdata-top-12-analysis-the-life-table","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=7025757","title":{"rendered":"Kevin Hillstrom: MineThatData: Top 12 Analysis: The Life Table"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"post-body-2551309791792855748\" itemprop=\"description articleBody\">\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">Recall that I&#8217;ve collected the twelve analyses that you consistently get the most use out of &#8230; these are the analytics you take action on, they are the analytics that you ask the most questions about on video conferences.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">We&#8217;ll start with the Life Table. The Life Table measures how customers convert from a first purchase to a second purchase &#8230; 2nd to 3rd purchase &#8230; 3rd to 4th purchase &#8230; 4th to 5th purchase.<\/span><\/p>\n<div class=\"separator\" style=\"clear: both; text-align: center;\"><span style=\"font-family: arial;\"><a href=\"https:\/\/blogger.googleusercontent.com\/img\/a\/AVvXsEhCo3Kcv0N1sn68ufOv0x6v1ayZ8DOCCPKVpXfTi4es1bxoI_DQmSwuGhwXvNg4mJMVZ7LcolAJYPTN6Ff2IJ_eZfkHz0GXGNc09SsR6rnGbIhcIG-o00qMjc16HNswI8HxEfWQvZhKBo2PptG7b5iHkFcr6Xl6ftqa4hHUSwz9nlYNHmP3thXR_g\" style=\"margin-left: 1em; margin-right: 1em;\"><img loading=\"lazy\" decoding=\"async\" alt=\"\" data-original-height=\"613\" data-original-width=\"580\" height=\"400\" src=\"https:\/\/blogger.googleusercontent.com\/img\/a\/AVvXsEhCo3Kcv0N1sn68ufOv0x6v1ayZ8DOCCPKVpXfTi4es1bxoI_DQmSwuGhwXvNg4mJMVZ7LcolAJYPTN6Ff2IJ_eZfkHz0GXGNc09SsR6rnGbIhcIG-o00qMjc16HNswI8HxEfWQvZhKBo2PptG7b5iHkFcr6Xl6ftqa4hHUSwz9nlYNHmP3thXR_g=w378-h400\" width=\"378\"\/><\/a><\/span><\/div>\n<p><span style=\"font-family: arial;\"\/><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">It can be hard to interpret a nerdy table &#8230; so let&#8217;s look at a graph that measures when this brand (Beans &#8211; The Internet&#8217;s Only Variety Store) converts a first-time buyer to a second purchase. Tell me what you observe.<\/span><\/p>\n<div class=\"separator\" style=\"clear: both; text-align: center;\"><span style=\"font-family: arial;\"><a href=\"https:\/\/blogger.googleusercontent.com\/img\/a\/AVvXsEgllLhFRyYxe9s2XP4GvDx_DiGn5z-mwI0fO4BGwqamwGv4i2SXOislSGmw5pBqKyb1isXYU8qI4th-v-bI3SIi2VskOjSfrOqWQVBNIsjQD67M-OkM4gze_JtQOaMP-RBK69I8OJSGAYhSlmOr74ILgC_5CcMGKixOXdUVpSIxtU_hED0j5FO0IQ\" style=\"margin-left: 1em; margin-right: 1em;\"><img loading=\"lazy\" decoding=\"async\" alt=\"\" data-original-height=\"452\" data-original-width=\"752\" height=\"240\" src=\"https:\/\/blogger.googleusercontent.com\/img\/a\/AVvXsEgllLhFRyYxe9s2XP4GvDx_DiGn5z-mwI0fO4BGwqamwGv4i2SXOislSGmw5pBqKyb1isXYU8qI4th-v-bI3SIi2VskOjSfrOqWQVBNIsjQD67M-OkM4gze_JtQOaMP-RBK69I8OJSGAYhSlmOr74ILgC_5CcMGKixOXdUVpSIxtU_hED0j5FO0IQ=w400-h240\" width=\"400\"\/><\/a><\/span><\/div>\n<p><span style=\"font-family: arial;\"\/><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">Do you see the problem?\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">I sure do!<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">Anytime incremental monthly rebuy rates (i.e. chance of buying in month six given the customer has not purchased in months 0\/1\/2\/3\/4\/5) dips below 1.0%, the customer is unresponsive\/dormant.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">When does a first-time buyer become unresponsive?<\/span><\/p>\n<ul>\n<li><span style=\"font-family: arial;\">Three Months After a First Purchase!<\/span><\/li>\n<\/ul>\n<p><span style=\"font-family: arial;\">That&#8217;s unacceptable!<\/span><\/p>\n<p><span style=\"font-family: arial;\">There are two reasons for this &#8230; both can happen at the same time.<\/span><\/p>\n<div>\n<ol>\n<li><span style=\"font-family: arial;\">The brand sells merchandise that is repurchased seasonally, negating timeframes when other brands are able to convert the customer to a second purchase.<\/span><\/li>\n<li><span style=\"font-family: arial;\">The marketing team does not implement the right tools to convert the customer to a second purchase (i.e. batch-and-blast campaigns with the same presentation to all customers, poor paid search campaigns, poor organic social efforts).<\/span><\/li>\n<\/ol>\n<\/div>\n<p><span style=\"font-family: arial;\">We can also see that this brand fails to push customers to loyal status. Look at the original table at the top of the post, measuring rebuy rates after a year.<\/span><\/p>\n<div>\n<ul>\n<li><span style=\"font-family: arial;\">1x Buyer:\u00a0 15.5% Rebuy Rate.<\/span><\/li>\n<li><span style=\"font-family: arial;\">2x Buyer:\u00a0 25.5% Rebuy Rate.<\/span><\/li>\n<li><span style=\"font-family: arial;\">3x Buyer:\u00a0 34.8% Rebuy Rate.<\/span><\/li>\n<li><span style=\"font-family: arial;\">4x Buyer:\u00a0 44.7% Rebuy Rate.<\/span><\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-family: arial;\">Rebuy rates need to exceed 60% after four purchases.<\/span><\/p>\n<p><span style=\"font-family: arial;\">The Life Table quickly points out problem spots in the customer development process. Is it any wonder this is one of your favorite analyses??<\/span><\/p>\n<p><span style=\"font-family: arial;\">Contact me (kevinh@minethatdata.com) for your own Top 12 Analysis (introductory offer of $12,000 lasts through August 15).<\/span><\/p>\n<div><span style=\"font-family: arial;\"><\/p>\n<div class=\"separator\" style=\"clear: both; text-align: center;\"><a href=\"https:\/\/blogger.googleusercontent.com\/img\/a\/AVvXsEjTFMlpj2SJlVn-wyVPwsH0SoRJxgA2uSzXk-u1tkgD8Oc4-PTAljyyBbOPfUzoGWr22gQPNmOxe6wqoMOf43QfQn0b8h31LX2Nv8bSFYDNzYZ1btpw3AnLmgmafizN5yEYyiendXSm--yyrAAp9RiiLLbnUypDUm-rRC8pHjzNULydq58b1H9arg\" style=\"margin-left: 1em; margin-right: 1em;\"><img loading=\"lazy\" decoding=\"async\" alt=\"\" data-original-height=\"750\" data-original-width=\"1336\" height=\"225\" src=\"https:\/\/blogger.googleusercontent.com\/img\/a\/AVvXsEjTFMlpj2SJlVn-wyVPwsH0SoRJxgA2uSzXk-u1tkgD8Oc4-PTAljyyBbOPfUzoGWr22gQPNmOxe6wqoMOf43QfQn0b8h31LX2Nv8bSFYDNzYZ1btpw3AnLmgmafizN5yEYyiendXSm--yyrAAp9RiiLLbnUypDUm-rRC8pHjzNULydq58b1H9arg=w400-h225\" width=\"400\"\/><\/a><\/div>\n<p><\/span><\/div>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Recall that I&#8217;ve collected the twelve analyses that you consistently get the most use out of &#8230; these are the analytics you take action on, they are the analytics that you ask the most questions about on video conferences. We&#8217;ll start with the Life Table. The Life Table measures how customers convert from a first [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7025758,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[10990,13773,13772,3333,13774,893,213],"dealstore":[],"offerexpiration":[],"class_list":["post-7025757","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-analysis","tag-hillstrom","tag-kevin","tag-life","tag-minethatdata","tag-table","tag-top"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Kevin Hillstrom: MineThatData: Top 12 Analysis: The Life Table - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=7025757\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kevin Hillstrom: MineThatData: Top 12 Analysis: The Life Table - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Recall that I&#8217;ve collected the twelve analyses that you consistently get the most use out of &#8230; these are the analytics you take action on, they are the analytics that you ask the most questions about on video conferences. 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We&#8217;ll start with the Life Table. 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