Grouped customers by first purchase month and tracked retention, repeat rate and churn over 8 months using SQL. Findings: about 56% of customers don't return in Month 1, retention stabilises around Month 4-5, and newer cohorts retain better (49% vs 42% for January). This points to early-lifecycle engagement as the biggest lever. (Sample data.)
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SQL cohort analysis of repeat purchase, retention and churn across 24.9K customers
