Find below the list of KPI definitions:

 

KPIs       Definitions
Customers StickinessThe count of customers whose stickiness is 80% or more.
ABS / Customer ABSAverage Basket Size is the ratio of the total quantities of line-items sold to the total number of transactions involved. This does not exclude returned transactions.
Loyalty ABSThe ratio of the total quantity of items purchased by loyalty customers to the total number of loyalty transactions. This does not exclude returned transactions.
Repeat ABSThe ratio of the total number of the total quantity of items (SKUs) purchased during repeat visits (bill date > first bill date) to the total number of repeat transactions.
*Transactions of customers excluding their first transaction (or first transaction day) are considered as Repeat transactions.
Non Loyalty ABSThe ratio of the total quantity of items (SKUs) purchased by non-loyalty customers to the total number of non-loyalty transactions.
Non Member ABSNon-member Average Basket Size is the ratio of the total quantity of items purchased by non-members to the total number of non-member transactions.  Return transactions are not excluded while calculating.
Non-member ABS = Total item quantity of non-member transactions /Total number of non-member transactions
ATVIn the specified duration, the ratio of total sales generated to the total number of transactions. This does not include transactions returned.
Customer ATVThe ratio of the total purchases amount (lifetime) of the loyalty customers to the total number of loyalty transactions to date.
Responder ATVResponder Average Transaction Value is the ratio of the Response Product Sales to the Responder Transactions excluding returns.
Loyalty ATVThe ratio of the total sales generated by loyalty customers to the total number of loyalty transactions (in a specific duration).
Non Loyalty ATVThe ratio of the total sales generated by non-loyalty customers to the total number of non-loyalty transactions (in a specific duration).
Repeat ATVThe ratio of total purchases of repeat visits (bill date > first bill date) to the total number of repeat transactions.
Non Member ATVIn the specified duration, the ratio of purchases amount of non-members to the total number of non-member transactions.
Test ATVThe ratio of total purchases amount of test group customers over the total number of transactions made by test group customers.
Txns / Total TxnsThe total number of transactions generated in a given duration (includes both member and non-member transactions).
Customer TxnsTotal Transactions made by the loyalty customers to date.
Non Member TxnsThe total number of transactions made by anonymous customers (who did not provide their contact details). This does not include return transactions.
Member TxnsThe total number of transactions made by customers who provided their contact details. This does not include return transactions.
Txns Per CustomerThe ratio of the total number of member transactions to the total members.
One Timer TxnsThe total number of transactions of customers with only one transaction visit.
Avg Txns per repeat customersThe ratio of the total number of transactions made by repeat customers to the total number of repeat customers.
Response Txns TestThe total number of transactions made by test Contacted Customers in the campaign period
Responder TxnsThe total number of transactions made by Contacted Customers in the campaign period
Loyalty TxnsThe total number of transactions made by loyalty customers.
Repeat TxnsThe total number of transactions made by loyslty customers during repeat visits (transaction date > first transaction date).
% Loyalty TxnsIn the specified duration, the percentage ratio of the total number of loyalty transactions to the total number of transactions.
% Repeat TxnsIn the specified duration, the percentage ratio of the total number of repeat transactions to the total number of member transactions.
% One Timer TxnsThe percentage ratio of total transactions of members with only one transaction to the total member transactions.
Avg Txns per repeat customersThe ratio of the total number of repeat transactions to the total number of repeat customers.
Spend per CustomerThe ratio of the total purchases amount of all customers to the total customers shopped in a specific date range.
Visits per CustomerThe ratio of total customer visits to the number of unique customers visited in a specific date range.
StickinessThe percentage ratio of transactions made in the selected dimension to the lifetime transactions.
Stickiness NumeratorThe loyalty transactions for which visit count is greater than 0 in the transaction range.
Active Customers ShoppedThe total number of loyalty customers who purchased in the given date range.
One Timer Customers ShoppedThe total number of customers who made only one transaction visit (unique day transactions) - lifetime transaction.
One Timer ShoppedIn a given duration, the total members (provided their contact details like email, phone number) with only one transaction visit.
% One timer CustomersThe ratio of the total number of members who shopped only once to the total member count.
% New CustomersThe percentage ratio of the number of customers who purchased for the first time to the total number of customers shopped.
SalesThe total sales (sum of all final transaction amount including taxes and discounts) generated in the given time period. Returns not included. This includes transactions by both Loyalty and Non Loyalty customers.
Loyalty SalesThe total purchases amount (final bill amount after taxes, and discounts) generated by loyalty customers. This does not exclude transactions returned.
Non Loyalty SalesThe total purchases amount (final bill amount including taxes, and discounts) of non-loyalty customers in the given duration. This does not exclude transactions returned.
Repeat SalesThe total purchases amount of loyalty customers through repeat visits (transaction date > first transaction date). This does not exclude transactions returned.
% Repeat SalesIn the specified duration, the percentage ratio of total sales generated by repeat customers to the total sales generated by members.
First Timer SalesIn the specified time period, the total purchases amount (after taxes and discounts) of loyalty customers on their first transaction day. This does not exclude transactions returned.
Net SalesThe sum of the final amount (after taxes and discounts) of all transactions in the specified duration.
% Responder SalesThe percentage ratio of the sum of all transaction amount (after taxes and discount) of customers targetted for a campaign to the total sales (during the campaign period). This does not exclude transactions that are returned.
Responder Sales / Sales *100
Avg Active Member SalesThe ratio of total purchases of members to the total number of member transactions.
Active Member SalesThe total sales generated by customers who are currently active.
% Extra SalesThe percentage ratio of total sales (after discounts and taxes) generated by customers against redeeming points. to the total member sales.
One Timer SalesIn the specified time period, the total purchases amount (after taxes and discounts) of loyalty customers who made only one transaction visit (transaction date = first transaction date). This does not exclude transactions returned.
% One Timer SalesThe percentage ratio of total one-timer purchases amount to total member sales.
Sales per Active StoreThe ratio of the sum of total sales generated to the total number of active stores.
Incremental Sales(Test Hit Rate - Control Hit Rate) * Test Contacted * Responder avg Spend
Product SalesThe sum of line-items amount of transactions (excluding taxes, discounts and coupon redemptions) in a specified duration.
Product Sales without DiscountThe sum of the line items amount of transactions excluding taxes and discounts/vouchers.
Repeat Product SalesThe sum of transactions amount of all repeat transactions including taxes, and discounts. This does not exclude returns of repeat customers.
Loyalty Product SalesThe sum of purchases amount of all loyalty line-items excluding returns.
Non Loyalty Prod SalesThe sum of purchases amount of all non-loyalty line-items excluding returns.
Product Return SalesThe sum of the line-items amount of all return products.
Return SalesThe total amount of all return transactions in the specified duration
Customer Return SalesThe sum of all return transactions amount of loyalty customers to date.
First Timer SalesThe sum of the final bill amount (after taxes, and discounts) of members on their first transaction day.
Loyalty SalesThe purchases amount (after taxes and discounts) of all loyalty customers. This does not exclude transactions returned.
Non Loyalty SalesThe purchases amount (after taxes and discounts) of non-loyalty customers. This does not exclude transactions returned.This does not exclude transactions returned.
Member SalesThe purchases amount (after taxes and discounts) of members (registered contact details such as mobile number and email ID). This does not exclude transactions returned.
Non Member SalesThe purchases amount (after taxes and discounts) of non-members (not-interested customers). This does not exclude transactions returned.
% Loyalty SalesIn the specified duration, the percentage ratio of total sales generated by loyalty customers to the total sales generated
Incremental Sales((Test Hit Rate - Control Hit Rate) * Test Contacted * Test Responder ATV)/100
NPSNet promoter score is the ratio of the difference between promoters and detractors by the NPS response.
NPS=Promoters-Detractors/ Total NPS response.
NPS ResponsesThe total number of transactions where the NPS score is provided.
DetractorsThe transactions in which the NPS score is 0 to 6.
PassivesThe transactions in which the NPS score is 7 to 8.
PromotersThe transactions in which the NPS score is 9 or 10.
LiabilityIt is the total number of active points of loyalty customers.
Liability= Points issued- (points redeemed + points expired)
% RegistrationsIt is the ratio between new registrations and the total number of transactions in a particular duration.
% Registrations= New registrations/ Total transactions
Multi Txns CustomersThe customer whose number of transactions is more than 1.
Multi Txns Customer TxnsThe number of transactions made by multi transaction customers.
Multi Txns Customer SalesThe total sales generated by multi transaction customers.
Multi Visit Customer TxnsThe number of transactions made by customers whose visit count is more than one.
Multi Visit Customer SalesThe total sales generated by customers for which visit count is more than one.
Avg Group SizeThe sum of total group size for all transactions.
The ratio of total customers served food to the total number of transactions.,
Total Transactions with non zero gsIt is the transactions that includes non-zero group size.
Test Active CustomerThe total number of customers in the test group who made repeat transactions with the brand and joined in the specified period.
% Multi Visit CustomersIt is the ratio between total multi-visit customers and total shopping customers.
% Multi visit customers=Total multi-visit customers/ Total shopping customers
Multi Visit CustomersThe total number of customers whose visit count is more than 1 (more than one purchase).
Campaign Extra Sales
The total transaction amount for which points are redeemed.
Campaign Points Redemption SalesTotal sales generated by redeeming points while responding to the campaign.
Redemption SalesThe sum of all transaction amount (after taxes and discounts) that involved coupon redemption. This will not exclude return transactions. 
Campaign Points RedeemerThe total number of customers who redeemed points while responding to the campaign.
Campaign Points RedeemedThe total number of points redeemed by the loyalty customers while responding to the campaign.
Avg LatencyThe average number of days between consecutive visits.
Total LT
Sum of all latency of customers.
Total LT demon
Total count of customers whose latency is more than 0.
Customers VisitsThe total visitor count to date.
Out Footfall Count
The total count of visitors that exited the store.
In Footfall CountThe total count of visitors that entered the store.
Customers with billsThe total number of registered customers who made at least one transaction to date.
Total open countThe total number of times the emails are opened by customers.
Total open rateThe ratio of the total number of times recipients opened campaign messages to the total number of campaign messages delivereds.
Total click countThe total number of times recipients clicked on the link sent through campaign.
Total click rateThe ratio of the total number of times recipients clicked on a link sent through campaign to the total number of the campaign messages delivered.
Unique click rateThe ratio of the total number of unique recipients that clicked on the link sent through campaign to the total number of campaign messages delivered.
unique click customer countThe total number of recipients that clicked on links sent through campaign.
Unique open rateThe ratio of the total number of unique recipients that opened an email sent through a campaign to the total number of customers contacted for that campaign.
Unique open customer countThe total number of unique recipients who opened the email sent through a campaign.
Extra Sales per points redeemedThe ratio of the total purchases amount of transactions in which points are redeemed to the total number of points redeemed.
Customer CountThe total number of customers registered in the loyalty program.
ROIThe ratio of the total incremental sales to the number of test customers contacted and SMS cost.
Total incremental sales/(Cost per SMS)(Customers contacted)
SMS costTotal SMS sent multiplied by the cost per SMS.
NonLoyalty Lineitem CountThe total number of line items of all non-loyalty transactions.
Loyalty Lineitem CountThe total number of line items in all loyalty transactions.
Customers without billsThe total number of registered customers who did not make any transaction to date.
Avg Lineitem PriceThe ratio of sum of the line item amount of all transactions to the total number of lineitems purchased. This does not consider returns
Product Per TransactionThe ratio of the line items count of all transactions to the total number of transactions. This does not exclude returns.
UpLiftThe ratio of the total customers responded to the total customers contacted.
Contacted Customers ControlThe total number of customers in the Control group among the customers contacted for the campaign.
Test Contacted Customers TestThe total number of customers in the Test group among the customers contacted for the campaign.
Control Responding Customers ControlNumber of customers of the control group that purchased during the campaign period.
Test Responding Customers TestNumber of customers of the test group that purchased during the campaign period.
Control Hit RateThe ratio of the number of customers of the control group that purchased during the campaign period to the total number of control group customers contacted.
Test Hit RateThe ratio of the number of customers of the test group that purchased during the campaign period to the total number of test group customers contacted.
Responder QtyThe total quantity of items purchased in all transactions by campaign recipients.
Customer Voucher RedeemedThe total number of coupons redeemed by customers to date.
Customer Redeemed PointsThe total number of points redeemed by customers to date.
Customer ReturnsThe total number who have returned product at least once
Customer SkusTotal SKUs purchased by the customers
Customer PurchaseTotal purchase made by the customers
Repeat CustomersThe total number who are repeat for the brand and joined in the specified time
First Timer CustomersThe total number of Loyalty customers who transacted for the first time with the brand
Response Product SalesThe sum of transaction amount of all Response Transactions including taxes, discounts and excluding returns
Hit RateThe ratio of the total Customer Responded and the total Customer Contacted
Response Prod SalesThe sum of line item amount of all Response Transactions excluding returns
% Product DiscountThe ratio of discounts given in the line-items and the line item Sales
Product DiscountThe sum of discounts given in all line-items
% Mobile CaptureMobile capture by registration
% Email CaptureEmail capture by registration
Mobile Capture CountMobile Capture Count
Email Capture CountEmail Capture Count
Non Loyalty TransactionCount of bill amount for non loyalty customers
Non Loyalty QtyNon Loyalty Qty
New CustomersThe total number of customers who are purchasing for the first time
Active CustomersThe total number of customer who are still active (purchasing in recent months) among the customers who have registered in given time-frame
Lapsed CustomersThe total number of customers whose recency has exceeded the lapsation threshold in the loyalty program
Points ReturnThe sum of points adjusted due to Return Transactions
Loyalty QtyThe total number of product quantity in the Loyalty Transactions
% Repeat CustomersThe ratio of total number of Repeat customers and the total number of Members
Active StoresThe total number of stores which are transacted in a given time frame
Lifetime Spend Per VisitCustomer purchase divided by their visit on their lifetime data
Avg VisitCustomer purchase divided by their visit
Lifetime Spend Per CustomerCustomer purchase divided by their count on their lifetime data
ReturnsThe total number of transactions return by Customers
Delivery RateThe ratio of the total Messages Delivered and the total Messages Sent
Msg DeliveredThe total number of messages delivered to the Customers during the campaign
Msg SentThe total number of messages sent to the gateway during the campaign
Current PointsThe total number of active points (neither redeemed nor expired ) of the c
Points RedeemersThe number of loyalty customers who have redeemed their loyalty points
Customers ShoppedThe total number of Customers who have made a transaction with us and provided their contact details like email, phone number, etc
Repeat Customers ShoppedThe total number of Loyalty customers who transacted more than once with the brand, customer once repeat will be repeat forever for all future purchas [...]
Coupon RedeemerThe total number of Customers redeemed coupons
Click CountThe total number of email links opened by customers during the campaign
Open CountThe total number of times email is opened by customer during a observation window
UnsubscribedThe total number of Customers who are unsubscribed from the channel
Responding CustomersThe total number of Customers who responded to the campaign and came back and made a transaction
Contacted CustomersThe total number of Customers whose communication hit the gateway during the campaign
Extra SalesThe sales generated by customers against redeeming points including taxes, discounts and not including returns
Responder SalesThe sum of transaction amount of all Response Transactions including taxes, discounts and not including returns
Coupon IssuedTotal number of coupons issued during the campaign
Coupon RedeemedTotal number of coupons redeemed during the campaign
% ReturnThe ration of Return Transactions and the Transactions
Earn To Burn RatioThe ratio of total points earned and the total points redeemed by loyalty customers
% DiscountThe ratio of discounts given in the Transactions and the Sales
Loyalty ConversionThe ratio of number of Loyalty transactions and the total number of transactions
APPThe ratio of sum of line item amount and the total quantity of products purchased
DiscountsThe sum of discounts given in all transactions
Avg Points IssuedThe ratio of sum of Points Issued and the total number of Customers who got the points
Avg Points RedeemedThe ratio of sum of Points redeemed and the total Customers Redeemed points
RegistrationsThe total number of customers registered in loyalty program
Total QtyThe total quantity of items sold in all transactions. This also includes items returned
Total Lineitem AmountThe sum of line item amount in both loyalty and non-loyalty transactions including taxes, discounts and not including returns
Total Lineitem CountThe total number of line items present in all the bills for both Loyalty and Non Loyalty transactions
Voucher RedeemedTotal number of vouchers redeemed during the campaign
Voucher IssuedTotal number of vouchers issued during the campaign
Points ExpiredTotal number of points expired for the Loyalty Customers
Points RedeemedTotal number of points redeemed by the Loyalty customers
Points IssuedThe total number of points issued to loyalty customers
Points IssuedThe total number of points issued to the loyalty customers
Points RedeemedThe total number of points redeemed by the loyalty customers
Points ExpiredThe total number of points that are expired for meeting the expiry conditions
Avg Points RedeemedThe ratio of total points redeemed to the the number of customers who redeemed those points
Avg Points IssuedThe ratio of total points issued to the total number of customers who received those points
Earn To Burn RatioThe ratio of total points issued to the total points redeemed
Points RedeemersThe total number of loyalty customers who redeemed their loyalty points.
Current PointsThe points that are available in a loyalty customer's account for redemption.
Customer Loyalty PointsTotal number of active points of all loyalty customers to date.
Points ReturnThe total number of points reverted due to transaction returns.
RegistrationsThe total number of customers registered in the loyalty program
Repeat Customers ShoppedThe total number of loyalty customers who made more than one transaction from the registered date. 
Customers ShoppedThe total number of customers with a registered identifier (mobile no, email id etc.) who shopped with the brand (loyalty customers + non loyalty customers)
Lapsed CustomersThe total number of loyalty customers who are inactive for a specified duration (lapsation threshold)
Active CustomersThe total number of loyalty customers who made at least one transaction in recent months (within the lapsation period)
New CustomersThe total number of customers who made their first transaction in the given date range
Email Capture CountThe total number of customers whose email ids are registered with the brand 
Mobile Capture CountThe total number of customers whose mobile numbers are registered with the brand
% Email CaptureThe percentage ratio of the total number of customers with email ids to the total number of registered customers
% Mobile CaptureThe percentage ratio of the total number of customers with mobile numbers registered to the total number of registered customers
First Timer CustomersThe total number of loyalty customers who shopped for the first time with the brand
Repeat CustomersIn the specified time period, the total number of customers registered with the brand and made more than one transaction
Repeat lineitemsThe total count of item codes (not the quantity of items) purchased during repeat visits. A visit is a unique transaction day and repeat visit is if visit greater than 1.
Customer PurchaseThe total sales generated by members (registered members and non-registered members with contact details) in the specified time period
Customer SkusThe total number of SKUs purchased by customers
Customer ReturnsThe total number of registered customers who have returned a product at least once
Customer Loyalty PointsThe total number of active points of the loyalty customers (available for redemption)
Customer Redeemed PointsThe total number of points redeemed by loyalty customers in the specified time period
Customer Voucher RedeemedThe total number of coupons redeemed by loyalty customers till date
Customers without billsThe total number of registered customers who have not made any transaction in the specified duration
Customer CountThe total number of customers registered in the specified time period (registered either in loyalty or just contact details)
Customers with billsThe total number of loyalty customers who have made at least one transaction till date
Customers VisitsUnique number of days a customer has visited the brand stores and made transaction. Even if a customer has made more than one transaction in a day, it is considered as one visit.
Loyalty TxnsThe total number of transactions made by Loyalty customers
Repeat TxnsThe total number of transactions made by repeat customers
Total Lineitem CountThe total number of line items sold in the specified duration. This includes transactions of both members and non-members
Total Lineitem AmountThe total final value (including taxes and discounts) of all line items sold in the specified duration. Return transactions not included
Total QtyThe total quantity of items sold in all transactions of a specified duration. Return items not included
Total TransactionsThe total number of transactions made by both members and non-members in the specified time period
DiscountsThe sum of the total discount amount of all transactions in the specified time period
APPIn the specified duration, the ratio of the price of all line items sold to the total quantity of items sold
Loyalty ConversionIn the specified duration, the ratio of total number of loyalty transactions to the total number of transactions
% DiscountThe ratio of discounts given in the Transactions and the Sales
% ReturnIn the specified time period, the percentage ratio of total number of return transactions to the total number of transactions
Extra SalesThe total amount (including taxes, and discounts) of loyalty transactions in which points are redeemed. This does not include return transactions
ReturnsThe total number of transactions returned by customers partially or completely in the specified duration
Spend Per CustomerThe ratio of total purchase amount of member customers in the specified duration to the number of unique customers who shopped in that duration
Spend Per VisitCustomer purchase divided by their visit
% Loyalty TxnsIn the specified duration, the percentage ratio of total number of loyalty transactions to the total number of transactions 
Loyalty QtyThe total quantity of all items of loyalty transactions in the specified duration
Active StoresThe total number of stores in which transactions are captured through InStore in the specified duration
Non Loyalty QtyThe total quantity of all items of non-loyalty transactions in the specified duration
Non Loyalty TransactionThe total number of Count of bill amount for non loyalty customers
Product Return SalesThe total price of lineitems returned in the specified duration
Product DiscountThe sum of discounts given in all lineitems
% Product DiscountThe ratio of discounts given in the lineitems and the line item Sales
Contacted Customers ControlCount of Contacted Customers in control group
Responding Customers ControlThe total count of responding customers
Contacted Customers TestThe total count of test contacted customers
Responding Customers TestThe total count of test responding customers
Product Per TransactionTotal line item count / total transaction count Here 2 shirt and 3 pants is 2 lineitem and 5 qty. Product per transaction you can think like items per transaction
Non Member QtyThe total quantity of line items purchased by non loyalty members excluding returns
Extra Sales per points redeemedTotal purchase per transaction redemption over total points redeemed
Sales per Active StoreTotal purchase per transaction , obtained by dividing sum total of purchase sales over total active store count
Non-loyalty Lineitem CountThe total number of line items present in all loyalty bills for Non Loyalty transactions
Loyalty Lineitem CountThe total number of line items present in all loyalty bills for loyalty transactions
Product Per CustomerThe ratio of sum of line item count to the the total number of customers shopped. This does not consider returns
Response TxnsThe total number of transactions made by Contacted Customers in the campaign period
Responder SalesThe sum of transaction amount of all Response Transactions including taxes, discounts and not including returns
Contacted CustomersThe total number of Customers whose communication hit the gateway during the campaign
Responding CustomersThe total number of Customers who responded to the campaign and came back and made a transaction
UnsubscribedThe total number of Customers who are unsubscribed from the channel
Open CountThe total number of times email is opened by customer during a observation window
Msg SentThe total number of messages sent to the gateway during the campaign
Msg DeliveredThe total number of messages delivered to the customers during the campaign
Delivery RateThe ratio of the total Messages Delivered and the total Messages Sent
Response Prod SalesThe sum of line item amount of all Response Transactions excluding returns
Hit RateThe ratio of the total number of customers that responded to the campaign to the total number of customers targeted for the campaign. 
Response Product SalesThe sum of transactions amount (after taxes, discounts) of all customers who were targetted for a campaign during the campaign period. This does not exclude return transactions.
Responder QtyThe sum of the quantity of all transactions of customers who were targetted for a campaign during the campaign period. This does not exclude return transactions.
UpLiftUplift = (Test Hit Rate - Control Hit Rate)/Control Hit Rate
Test Hit RateThe ratio of the total number of customers of the test group that responded to the total number of test group customers contacted.
Control Hit RateThe ratio of the total number of customers of the control group that responded to the total number of control group customers contacted.
Responder Sales TestThe sum of the transaction amount (after taxes and discounts) of all customers of the test group during the campaign period. This does not exclude returns.
Response Txns TestThe total number of transactions made by the customers of the test group among the customers contacted for the campaign.
SMS cost
unique open customer countThe total number of customers who opened the email sent through the campaign.
Unique open rateThe ratio of the total number of customers that opened the email sent through a campaign to the total number of customers contacted for the campaign.
Unique click customer countThe total number of unique customers that clicked on a link sent through a campaign.
Unique click rateThe ratio of the total number of times a link sent through campaign messages was clicked at least once to the total number of messages delivered. 
Total click countThe total number of times a link sent through a campaign was clicked.
Total click rateThe ratio of the total number of times a link sent through a campaign was clicked to the total number of messages delivered.
Voucher IssuedThe total number of coupons issued during the campaign period.
Voucher RedeemedThe total number of coupons redeemed during the campaign period.
Coupon RedeemerThe total number of customers that redeemed coupons.