Analyze customer purchase behavior

I need a breakdown of repeat versus new customers for the last 90 days to decide whether to fund a retention campaign. Show number of unique customers, repeat purchase rate, revenue from repeat customers, average days between first and second purchase, and top three products by repeat purchase share.

Before I brief marketing, transform the customer behavior data so the retention story is obvious: lead with repeat-purchase rate and lifetime value of repeat customers, show cohort charts by acquisition month for second-purchase timing, and flag any product with a high first-purchase but low repeat conversion. Add one line on what would make customers hesitate to buy again (returns, shipping, product quality) based on complaint or refund rates.

Customers acquired in April are not returning for a second purchase at the rate previous months did and I don't know if it's a product issue, a shipping change, or a promotion that attracted one-time buyers. I'm preparing a retention test but don't want to waste ad dollars. Check changes in shipping times, return rates, promo codes used by that cohort, and product listings. Tell me the most likely diagnosis and the best next action to recover that cohort.

Over many months we see spikes in acquisition that generate lots of first orders but the lifetime value stays low because those buyers never return. This wastes acquisition budget and hurts forecasts. Recommend one habit to change in campaign targeting or onboarding, and one tracking metric I should monitor weekly to stop spending on one-time buyers.