Customer Analysis — Acquisition Due Diligence
Pre-Evaluation Report
This assessment evaluates the customer base of a British wholesale gift retailer to inform a prospective acquisition. Built entirely from a 13-month transaction log (December 2010 to December 2011) covering roughly 542,000 individual purchases, this analysis looks past the headline revenue. It examines how customers actually behave, how long they stay, and how much future value the current base realistically holds.
The report spans 22 chapters across five parts: Customer Base Profile (segmentation, UK and international landscapes), Retention & Growth (cohort analysis, order cadence, wallet trajectory), Customer Lifetime Value (methodology, portfolio valuation, scenarios, CAC), Risk Assessment (concentration, cancellations, data quality), and a Post-Close Action Plan with segment-specific programs and projected ROI.
Three buyer segments are tracked throughout: UK Identified, International Identified, and Anonymous/Unclassified — each with distinct behavioral signatures and risk profiles.
The analytical current date is December 9, 2011. All currency is in British pounds.
This report is a portfolio case study reframing the UCI Online Retail II dataset as a commercial due diligence engagement. No actual acquisition is contemplated.