Everyone loves Customer LTV, but one of the major limitations is knowing the specific LTV and contribution of brands or product lines mixed within a single Seller or Vendor account (i.e. one catalog).
TLDR: With this release, the Brand Customer Dynamics reports of Report Center and Share Center now calculates LTV for a given 'Brand' label, utilizing the labeling from Data Manager. Note that this report is available for Seller merchants only, not Vendors.
A couple of key notes:
In October of 2024, we released Multi-Brand reporting, using the Brand label from our Item Labels to break out individual brand or product line reporting when ASINs are mixed within a single Seller Central or Vendor Central account. If you missed this release, check out the note here:
Prior to this December 2024 release, the Customer LTV value seen in the Brand Customer Dynamics reports was calculated for the whole catalog, regardless of Brand label. This has been updated to now calculate LTV for purchases of ASINs with the given Brand label.
How Brand level LTV is calculated: As an example, let's imagine you have 7 different 'Brands' labeled for a given merchant. Brand 1 has twenty different ASINs associated with its label. To calculate the LTV for Brand 1, we find all order items that include the twenty ASINs, sum the revenue, and divide by the number of unique customers that purchased those twenty ASINs. Our data goes back 25 months plus month to date, so it utilizes a longer lookback period than what you might find in Seller Central's brand analytics calculations.
Using 'Brand' as Product Line: Note that you could also utilize the 'Brand' label in Item Labels to differentiate product lines within a catalog for the same purpose. Said another way, if you'd like to know the LTV and New vs. Repeat Customer performance for a given product line or group within the catalog, simply populate the Brand label field with the product line of the the given ASIN, and Brand reporting will then come available for product line itself. You are essentially treating 'Brands' as product lines with this type of application.
We also added some optimizations for both Merchant-level and Brand-level data loading for the Customer Dynamics report, which was a known issue due to the large orders data size and calculations that need to occur to display LTV and New vs. Repeat customer data.
As always, we do extensive QA prior to the release but if you happen upon a bug or issue, please let us know at [email protected]. We'd also love to hear how you are using the Brand reports. If you have an awesome use case, we can show you off on our website!