Executive Dashboard
Filters
Total Customers
2,240
all accounts
Response Rate
14.9%
gold membership
Total Revenue
$1.36M
2-yr spend
Avg Income
$52.2k
household
Avg Spend
$605
per customer
Avg Recency
49.1d
days since buy
Complaint Rate
0.94%
2-yr period
Campaign Response
Gold Membership acceptance
14.9%
Accepted
Accepted (334)
Declined (1,906)
Spend by Product Category
Total 2-year customer spend ($)
Purchase Channel Mix
Total transactions by channel
33.3k
Total
Store
Web
Catalog
Deals
Acceptance by Education
Response rate & avg spend
Acceptance by Marital Status
% accepted per group
Income Band Analysis
Acceptance rate & avg spend by bracket
Age Group Performance
Customer count & avg spend
Revenue Waterfall — Categories
Share of total spend
💡 Key Insight: Champions (43.4% acceptance, avg income $77k) and Loyal customers (26.5%, avg spend $1,526) are the most receptive segments.
Customers with Recency < 30 days and Total Spend > $900 convert at 3.2× the baseline rate.
At-Risk customers (1.0% acceptance) need re-engagement before campaign targeting.
Spend vs. Recency — by Segment
Point = customer · dot size ∝ income · hover for details · filtered in real-time
Segment Performance
Response rate & spend
| Segment | N | Rate | Avg $ |
|---|
Acceptance Rate by Income Band
Bar = acceptance rate · line = avg spend
Segment: Size vs. Conversion vs. Income
Bubble area ∝ customer count
Education × Response Breakdown
Accepted vs declined per education level
Segment: Avg Income vs. Avg Spend
Paired bar — income & spend by segment