Cheat sheet
Set a goal, coordinate the mix, assign owners and review results.
What to check first
Define repeat as a second completed purchase within 60 days and compare cohorts by acquisition channel.
How to make the call
Give product and CRM separate tests for quality issues and reminders. Compare against a holdout.
AMA · What is marketing? · further reading for marketing foundations
Indian practice case
Fictional scenario
A Mysuru soap brand has high trial but low repeat. A 500-buyer cohort produced 75 repeat buyers in 60 days.
Reveal the step-by-step solution
- Diagnose the problem.
Define repeat as a second completed purchase within 60 days and compare cohorts by acquisition channel.
- Work through the evidence.
Repeat is 15%. A 20% goal requires 25 additional repeat buyers at the same cohort size.
- Recommend and validate.
Give product and CRM separate tests for quality issues and reminders. Compare against a holdout.
More Indian cases
Interview question
How would you use marketing management to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Repeat is 15%. A 20% goal requires 25 additional repeat buyers at the same cohort size. Give product and CRM separate tests for quality issues and reminders. Compare against a holdout.