Decisions from data: the numbers they'd never seen
A genealogy education company had years of data and none of the answers. It could not say which customers were worth keeping, which webinars actually sold, or when buyers convert. The work here is the analysis layer that turns a warehouse into decisions, run over 45,000 orders re-sequenced into buyer journeys.
From transaction log to buyer journeys
The genealogy education company's CRM held 45,050 orders, 5,192 deals, and 55,127 contacts, but only as disconnected records. The build interleaved every order and webinar signup into a chronological journey per person, classified every product into price tiers and categories, and enforced strict attribution: a webinar only gets credit for purchases that happen after the signup. That rule alone eliminated 3,601 false conversions from people who were already customers.
The $100 door is the good door
For this business, buyers who enter at $100+ repeat at 50.8% and carry $348 of lifetime value, against $51 for the cheapest-entry cohort, a gap of roughly $296 per customer. The upgrade path barely exists: only 13.5% of low-tier entrants ever reach a $100+ purchase. This runs counter to the usual playbook of hooking buyers cheap and upgrading them later. It is specific to this company's situation and atypical of what most marketers would expect, which is exactly why it was worth surfacing.
Lifetime value by entry price tier
Average LTV of buyers grouped by the price of their first purchase. The first four tiers sit near $51 to $104; premium entry (yellow) jumps to $348.
Repeat rate by entry price tier
Share of each cohort that ever buys again. The mid-tiers sag, and premium entrants (yellow) come back at roughly half again the rate of any other tier.
Where the revenue actually is
Share of orders vs share of revenue by order size. $100+ orders are 17.6% of transactions and 67.6% of revenue. The business is premium whether it markets that way or not.
Specific beats broad, six to one
Webinars were the company's main funnel, run on instinct. Attribution across 13,746 signups and 13 webinars made the pattern unmissable: topic-specific sessions convert up to 36.8% of signups into buyers, broad seasonal ones as little as 5.6%, and the paid-traffic capture form a rounding-error 0.3%. Attending twice is the real intent signal: multi-webinar attendees convert at 39.3%, versus 10.8% for one-timers.
Signup → purchase conversion by webinar type
Topic-specific webinars (red) convert 4 to 6 times the broad seasonal ones (gray). The paid-capture form converted almost nobody, since those signups were names without intent.
When webinar signups become buyers
Share of conversions by time since signup. Only 11.6% buy same-day; the modal buyer converts one to three months out (yellow). Nurture length was calibrated to this curve.