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Insights on business metrics, analytics, and data strategy.
How to Define CAC: The 12 Hidden Decisions in Customer Acquisition Cost
CAC seems simple: total spend divided by new customers. But 12 hidden decisions determine your number — from what counts as 'acquisition spend' to who qualifies as a 'new customer.'
How to Define MRR: 10 Decisions That Change Your Revenue Number
Monthly Recurring Revenue seems straightforward — until two teams report different numbers. Here are the 10 decisions hiding in your MRR definition and how to resolve them.
How to Define NRR: Why Your Net Revenue Retention Has 15 Blind Spots
Net Revenue Retention is the metric investors care about most — but it hides 15 decisions that can swing your number by 30+ percentage points. Here's every decision you need to make.
Churn Rate: The Complete Guide
A comprehensive breakdown of churn rate metrics—including logo churn, revenue churn, cohort analysis, predictive indicators, and reduction strategies with real-world examples.
Customer Lifetime Value (LTV/CLV): The Complete Guide
A comprehensive guide to calculating customer lifetime value—including multiple formulas, cohort analysis, segment-specific LTV, predictive models, and the relationship with CAC.
Gross Margin: The Complete Guide to Your Business's True Profitability
The definitive guide to gross margin—what to include in COGS, how to calculate it correctly for SaaS and e-commerce, industry benchmarks, and strategies to improve margins.
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