What would you ask your customer data?

What does my customer base look like right now, split by active, lapsing, inactive and churned? How has that mix shifted against this time last year?

How much of this year's revenue came from customers I already had, against customers I acquired?

Am I becoming more dependent on discounting to hold revenue? Show me discount penetration and depth over the last three years.

Which of my top 20 revenue lines are actually losing money once discount and returns come off the cost price?

Compare customers who shop both online and in store against single channel customers. How many of each, and what is the annual spend difference?

Rank my categories by margin contribution rather than revenue. Where am I busy but not profitable?

Which states and catchments are growing in customers and revenue, and which are quietly declining?

How many people in my paid acquisition audiences are already my customers?

How much working capital is tied up in stock that has not sold in six months, and who would buy it?

Are we tracking to budget this quarter? If not, where is the gap coming from?

We are ahead of plan. Is that real demand, or is discount pulling sales forward?

If churn continues at the current rate, what does my active customer base look like in 12 months?

Which acquisition source produces customers who come back, not just customers who convert?

Estimate gross margin by category using product cost against the price customers actually paid.

What share of units in each category sold at full price over the last 12 months?

Which categories are growing in revenue but shrinking in margin?

Show me revenue by financial quarter for the last two financial years, on our financial year, not calendar.

What is the value of stock sitting in lines that have not sold in six months, and which customers would buy them?

What was the average discount depth by department during Boxing Day compared with the rest of the quarter?

What is my average order value by channel over the last 12 months, and which way is it moving?

What is net revenue per customer segment after discount and returns, not gross?

Which stores are holding the most stock in my lowest margin lines?

Which lines have a return rate above 20% and a margin below 30%? Every one of those sales costs me twice.

What does a new customer spend in their first 12 months, by the channel they first bought through?

Based on how last year's cohort behaved, what will the customers I acquired this quarter spend over the next 12 months?

What is my realised price against list price by category, and where is the biggest leak?

What happens to revenue and margin if I hold the promotional calendar flat next year?

Which of my VIPs are going quiet before they churn, and what are they worth over the next 12 months?

Build a winback audience: lapsing loyalty members who opened an email in the last six months, excluding anyone I have already sent a winback to this quarter. How many people is that?

How big is my discount seeking segment, what share of revenue do they represent, and what is their margin against everyone else?

Of the customers I acquired in the first half of last year, what share came back for a second purchase within six months?

Which existing customers are sitting in my paid acquisition audiences? Build me a suppression list.

Which campaigns in the last 90 days drove the most attributed revenue, and which attribution method did you use?

Which campaigns drove revenue but destroyed margin once the discount was applied?

If I cut one sale period from the calendar, which one contributes the least new customer activity?

How many people on my named email list are not actually subscribed?

Plan my end of season sale: who to target, in what order, on which channels, and at what discount.

Push my Champions segment to Klaviyo, Meta and Google Ads.

Which of the customers I acquired this quarter are least likely to come back, and what did they buy first?

Rank my lapsing customers by how likely they are to respond, ahead of how much they used to spend.

Which one-time buyers are most likely to buy again if I reach them now?

Build a lookalike seed from my highest value customers, seeded on value rather than recency.

Which customers will buy at full price, and which will wait for the sale?

Which discount level acquires customers who go on to buy at full price?

Which first-purchase category predicts the highest lifetime value?

Which categories over-index online against in store, and where is the biggest channel skew?

Of customers whose first purchase was online, what share have since bought in a store?

The customers I acquired through my highest volume campaigns are not coming back. What did they buy first, and did they buy on discount?

What is my online return rate against store return rate by category, and where is returns cost eating the margin?

Of the people who clicked an email in the last 90 days, what share bought within seven days and what did they buy?

Which products have high stock on hand and low online sell-through? Who would buy them at full price?

What is the average order value difference between orders placed during sale periods and outside them?

Which products are my high value customers likely to buy next season?

Do customers in high density postcodes buy differently to low density ones?

What is this customer likely to buy next, and when?

Which categories do my customers never cross into, and what is that worth?

Which acquisition channel produces the highest repeat purchase rate in the first six months?

Which of my single category customers look most like my multi-category customers?

What are the most common product categories that are purchased together in a single order?

Rank my top 15 brands by margin per unit against average discount depth. Which brands am I subsidising?

I need to clear a set dollar value of aged stock. Which customer segment should I target, and what is the smallest discount that will move it?

What do customers buy next after a first purchase in my biggest category, and how long after?

Which products have the highest return rate, and does it correlate with buying unseen online?

Which subcategories rely on sale periods for more than half their annual volume?

Which lines are overstocked in one region and selling out in another?

What depth should I buy this category at next season, based on demand and sell-through?

Where are the gaps in my price ladder, and where is demand actually concentrated?

Which products could I hold at full price without losing volume?

Which categories are trending down early enough for me to act before the season lands?

Which products should I stop selling, and what would I lose in customers and margin if I did?

Which of my low volume products are worth keeping because of who buys them or what they buy alongside?

Which products acquire customers who go on to become high value, even though the product itself barely makes money?

If I cut the bottom 20% of my range, what happens to revenue, margin and working capital?

Which products am I carrying only because they have always been there?

Rank stores in my state by revenue over the last 12 months, and separately by new customer acquisition.

We closed a store. What happened to its customers? Did they shift to the nearest store, move online, or stop buying?

Which stores are discounting hardest, and what is that costing me in margin per transaction?

Which stores are holding stock that is not selling in their catchment but is selling elsewhere?

Give me a sales assistant leaderboard for my store: revenue, average order value and units per transaction this quarter.

Which catchments have the lowest customer penetration relative to purchase activity? Where am I underweight?

How many customers in my catchment have not shopped in 12 months but are still opening our emails?

Which of my sales assistants convert the most single item baskets into multi item baskets?

Compare the new store against the network average for its first six months: revenue ramp, average order value and repeat rate.

Which stores have the most customers at risk of lapsing next quarter?

What is my average units per transaction by store, and where is the upside?

Give me a demand forecast by state for next quarter.

Which add-on has the highest attach rate, and which stores are missing it?

Members against non-members: average order value, purchase frequency and 12 month retention. What is the actual value gap?

What is the overlap between my members and my discount seekers? Am I rewarding loyalty or subsidising discount?

What is the margin cost of my member discount, and which tier earns it back?

How many members joined in the last six months, and through which store or channel?

How many members have joined but never made a qualifying purchase?

Do members buy across more categories than non-members?

Of members whose email engagement has gone dormant, how many are still actively buying?

Which member segment is most likely to buy full price stock I need to move?

Which members are most likely to lapse before they next earn a reward?

What is a new member worth over time, and how long until they earn back the cost of the joining offer?

For members who only ever buy one category, which second category should I lead with?

How many orders are sitting unfulfilled right now, and what is the age distribution?

Which customers have had multiple delayed or unfulfilled orders in the last six months? Build the outreach list.

Who are my serial returners, returning more than 30% of what they buy, and what is their net revenue after returns?

What is my return rate by fulfilment type? Is delivery driving more returns than click and collect?

Are customers who hit a fulfilment problem less likely to buy again in the following six months?

Which product lines have the highest return rate, and what is the cost of goods tied up in returned stock?

Which orders are most likely to be returned, based on what is in the basket?

Which of my at-risk customers had a service problem, and what is saving them worth?

Marketing has asked me for a customer list segmented by purchase frequency and average spend. Can they just do this themselves?

Show me the definition and the calculation behind our active customer count so I can check it.

Which of my recurring reports can be replaced by a standing question?

What is our average order value this financial year, excluding staff purchases and test transactions?

Split my customers into intent segments and show me where they overlap.

What did last week's email actually drive in sales, and which attribution method did you use?

What is our net promoter score by store, and does it show up in repeat purchase rate?

How was the demand forecast produced, and what assumptions does it rest on?