Overview

New Customers Percent represents the percentage of orders placed by new customers within a specific period relative to the total number of orders.

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New Customers Percent = (New Customer Orders / Total Orders)

The calculation is based on data from the Orders table.

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Note

Triple Whale classifies all customers as either new or returning, while the main sales platform may leave some unclassified, potentially leading to discrepancies between the two.

Detailed Breakdown

The formula above is derived from the following components:

New Customer Orders = sum(if(is_new_customer, 1, 0)) --> Orders table
Total Orders = SUM(orders_quantity) --> Orders table

Insights and Actions

The Percentage of New Customers metric is crucial for assessing how effectively a business attracts first-time buyers. Efficiently leveraging this data can guide strategic business decisions:

• Marketing Strategy Evaluation: Use this metric to evaluate the effectiveness of marketing campaigns in attracting new customers and adjust strategies accordingly.
• Customer Experience Enhancement: Analyze feedback from new customers to identify areas for improvement in the shopping experience, aiming to increase customer retention.
• Target Audience Refinement: Refine your targeting by analyzing common characteristics among new customers to improve future marketing campaigns' efficiency.
• Product and Service Adaptation: Consider adapting your products or services based on the preferences and behaviors of new customers to better meet market demands.

Example Use

Prompt

Show me the percentage of new customers for the last quarter

Response

Query

WITH
  customer_counts AS (
    SELECT
      COUNT(
        DISTINCT CASE
          WHEN ot.is_new_customer = 1 THEN ot.customer_id
        END
      ) AS new_customers,
      COUNT(DISTINCT ot.customer_id) AS total_customers
    FROM
      orders_table AS ot
    WHERE
      ot.event_date BETWEEN toStartOfQuarter (CURRENT_DATE()) - INTERVAL 1 QUARTER AND toStartOfQuarter  (CURRENT_DATE()) - 1
  )
SELECT
  COALESCE(
    cc.new_customers / NULLIF(cc.total_customers, 0),
    0
  ) AS new_customers_percentage
FROM
  customer_counts AS cc;