What's Inside / The customers
Group 02 of 4 · 2 of the thirteen sections
Know who your customers are, and what they are worth.
Not orders - people. Every buyer valued in margin terms, and a base you can finally name, segment and act on.
Margin-true value, not revenue value
Lifecycle migration
Margin-true RFM cube
Lifecycle board
Product screens from a live store. Client name withheld.
What you get
The two sections in this group.
S4
Customer Value & Segmentation Explore S4 →
Every customer valued over their whole life in margin terms: the lifecycle state they sit in today, who is drifting toward churn, what they are likely to be worth next - and any number drills to the actual customer list.
- You can watch customers move state to state and open any one's full profile
- You can rank what actually drives repeat purchase, from entry category to first-order value
- You can build cohorts and segments, or start from the ones it recommends
S8
Persona Analytics Explore S8 →
Your customers as nameable audiences - who they are demographically and psychographically, what to sell each one, and the acquisition levers that grow your best - each with a grounded creative brief.
- You can see where each audience over- and under-indexes, and the lookalike headroom left
- You can open the creative read behind every audience before you brief it
- You can drill the persona x product matrix down to real products
The vocabulary
The terms this group runs on.
Every one is defined in full, with the formula and a worked example, in the glossary. Free, no signup.
Customer lifetime value (LTV)Customer lifetime value (LTV) is the total value a customer generates across every order they place over their whole relationship. With a worked example.Margin LTVMargin LTV is customer lifetime value computed on contribution margin instead of revenue. Includes the formula. With the formula and a worked example.RFM segmentationRFM segmentation scores every customer on recency (days since last order), frequency (orders in a window) and monetary value (spend or margin.Cohort analysisCohort analysis groups customers by the month of their first purchase, then tracks each group's repeat orders. With the formula and a worked example in dollars.Customer lifecycleThe customer lifecycle is the sequence of states a customer moves through after their first order - typically new, active repeat, at-risk, lapsed and won back.Repeat purchase rateRepeat purchase rate is the percentage of a store's customers who have placed more than one order. Formula, a worked example in dollars, and common mistakes.Retention rateRetention rate is the percentage of customers from a defined starting group who are still buying after a set period. With the formula and a worked example.Win-backWin-back explained with the formula and a worked example. Includes the formula, a worked example in dollars and the mistakes operators make with it.
Who opens this
Built for these seats.
What it is for
The jobs it does.
Find and keep your best customersThe first sale is the expensive one. The money is made on the second, the third and the tenth. Blufire shows you which customers come back, how much margin they throw off over time, and where the lifecycle is quietly leaking the ones worth keeping.Reduce your cost to acquireYour average CAC hides the number that actually matters: what the next customer costs at the margin. Blufire separates blended, new-customer and marginal CAC, ties each one to contribution margin, and shows you where the next dollar of spend still pays back.
The rest of the stack
Thirteen sections. One number.
Every group reads the same CM1 math underneath, so the figures tie out across all four.
Group 01The moneyThe money group reads the business in CM1 terms: the executive read at the top, the unit economics underneath it, and the discounts quietly giving margin away.Group 03The marketingAttribution you can interrogate, channels read in CM1, audiences that land in the platforms and report back, and creative ranked by what it earns.Group 04The operationThe unglamorous work that decides the quarter: stock, plans, models and proof - all reading the same margin math.All fourThe full breakdownAll thirteen sections on one page, with the connectors they read from.