Ramia Ahmed
E-commerce Data & Insights Analyst
New to Contra
Ramia is ready for their next project!
RFM Segmentation & Cohort Retention Analysis
Paired RFM segmentation with month-over-month cohort retention. 265 “Champion” customers generate $5.7M — more than every other segment combined — and retention drops off a cliff after month 1 but stabilizes into a distinct “core repeat” base afterward.
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CAC & LTV Ratio Analysis
Compared acquisition cost against customer lifetime value by channel. Blended LTV:CAC sits at 0.67 — the business spends more acquiring customers than they’re worth on average — driven almost entirely by paid channels acquiring at a loss while churning customers twice as fast as organic/email/referral.
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Built session and funnel logic from scratch on raw event data to measure cart abandonment. Overall rate (72.8%) is in line with industry norms and flat over time — but abandonment by product category ranges from 47% to 97%, the strongest lever in the data.
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RFM segmentation combined with AOV, GMV, retention, and CSAT analysis in one connected story. Found that only 3% of customers ever place a second order, and that satisfaction (4.09/5 average) collapses sharply — not gradually — the moment a delivery runs late.
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