2min chapter

The Marketing Book Podcast cover image

410 The Customer Base Audit by Peter Fader

The Marketing Book Podcast

CHAPTER

The Five Lenses of the Audit

The five lenses in the book are really the backbone of the audit. And lens one is a single period analysis focusing on all those customers active in that period. Let's just cut across the whole customer base and basically say, how many customers made zero purchases this period versus one versus 10 or 20? So just a lot of fairly basic questions that we should want to know.

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