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Data Source

Retentionizer expects csv data to have headers, with the first column named 't' representing time periods, starting at 0, counting up. Each additional column represents a cohort to model, as a survival percentage. The first cell (at t=0) for each cohort must be 1. Survival %s are expressed as decimal numbers. You can view a valid example csv file here , which contains the two cohorts from the original Fader & Hardie paper.


  • Future periods controls how many time periods into the future to show on the results charts.
  • Value/customer/period is how much revenue you expect a single active customer to generate per time period.
  • Discount rate is how much to discount future customer value per period to calculate discount customer lifetime value (dLTV). Enter as an integer (e.g. 10 = 10%, 0.5 = 0.5%).