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Create: 2024-06-26 Update: 2025-07-06 05:08:17

Считаем Net Dollar Retention Rate правильно

Net Retention - это показатель того, насколько выросла (или снизилась) выручка от ваших существующих клиентов за определенный период, за вычетом оттока или снижения продаж. По сути, это показатель, который собирает все данные о динамике ваших существующих клиентов, перемешивает их и выплевывает обратно, насколько вырастет или уменьшится ваш бизнес, если не будет никакой новой деловой активности.

CJ GUSTAFSON: "Думайте о клиентах как о "когорте" или группе, представляющей тех, кто существовал в начале периода, который вы измеряете".

Повлиять на показатель чистого удержания можно следующим образом:

- Уменьшить отток
- Продавать больше одного и того же продукта клиентам
- Продавать клиентам новые продукты
- Увеличить использование продуктов существующими клиентами

Как правило, все, что превышает 110% - это хорошо, а все, что превышает 130% - замечательно.

В оригинальной статье вы увидите простую формулу расчета NDR, я же обращаю ваше внимание на то, что компании часто по-разному рассчитывают эту метрику.

https://www.mostlymetrics.com/p/how-to-calculate-net-dollar-retention

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Считаем Net Dollar Retention Rate правильно

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