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Making sense of how your customers actually behave (with real templates)

Original: The Customer Behaviour Analysis Playbook

Tangi Gouez
May 29, 2025
13 min read
Framework
Intermediate
The Customer Behaviour Analysis Playbook

Summary

Techniques for measuring and forecasting the lifetime value of customers, including retention curves, discount rates, cohort LTV, and probabilistic vs. deterministic LTV models. Linking LTV to other key metrics like CAC and LTV:CAC ratio to assess the efficiency of the business model.

Who This Is For

Product Analysts
Product Managers
Growth Marketers

Key Takeaways

  • Map out B2B customer buying and adoption journeys with multiple personas and stakeholders
  • Connect product analytics directly to revenue generation through the bowtie model framework
  • Analyze user behavior patterns to identify what makes successful customers different from churners
  • Use structured customer lifecycle analysis to find optimization opportunities beyond basic funnel metrics
  • Apply open-source templates to extract meaningful insights from product usage tracking data

Tools & Technologies

Miro Product tracking events data Customer analytics platforms Open-source analysis templates

Topics Covered

customer-lifetime-value retention-analysis revenue-forecasting unit-economics

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Topics

customer-lifetime-value retention-analysis revenue-forecasting unit-economics