Customer, Revenue and Sales Analytics
Follow customer and sales decisions at Raket Parts, a fictional maker of rocket parts. Build careful funnels, customer measures and evidence-based reviews from the supplied records.
You will be able to
- build an enquiry-to-order funnel
- compare invoiced revenue over fair windows
- define and challenge customer segments
- qualify deals from traceable evidence
Enquiry to order
Build an enquiry-to-order funnel from the right base and show where deals stall.
What is a customer worth?
State revenue per customer over a fair window and say what it cannot show about value.
Segments that work
Build segments that fit a decision, place every customer once and avoid segments built from the outcome.
What did we know then?
Rebuild what a record showed on a past date and avoid applying today's values to old decisions.
Is this deal real?
Qualify open deals with traceable evidence and set the stage the evidence supports.
Customer and sales / Module 1
Enquiry to order
Bram wants to know how recorded enquiries become orders. Follow the stages with a fair starting group and spot where enquiries stop.
Sections
Customer and sales / Module 1 / Free practice
Try it on your own question
Run it in the practice editor
The practice editors have the Raket Parts tables loaded. Type a query or a formula, run it and change it as often as you like. Nothing is marked.
Customer and sales / Module 2
What is a customer worth?
Bram wants to know what a customer in each segment is worth. Measure revenue per customer over a stated window, compare groups over the same months, and say plainly what invoices cannot show.
This module builds on module 1. If you are new to this, start with module 1.
Sections
Customer and sales / Module 2 / Free practice
Try it on your own question
Run it in the practice editor
The practice editors have the Raket Parts tables loaded. Type a query or a formula, run it and change it as often as you like. Nothing is marked.
Customer and sales / Module 3
Segments that work
Esmee wants to choose customers for her next campaign. Build groups that suit the decision, check that every customer lands in exactly one, and test a group on a period that did not choose it.
This module builds on module 2. If you are new to this, start with module 2.
Sections
Customer and sales / Module 3 / Free practice
Try it on your own question
Run it in the practice editor
The practice editors have the Raket Parts tables loaded. Type a query or a formula, run it and change it as often as you like. Nothing is marked.
Customer and sales / Module 4
What did we know then?
Teun asks why the end-of-June pipeline looked so strong. Bram rebuilds what the open quotes looked like on 30th June 2025, using only what was known on that date, and names what the records have forgotten.
This module builds on module 3. If you are new to this, start with module 3.
Sections
Customer and sales / Module 4 / Free practice
Try it on your own question
Run it in the practice editor
The practice editors have the Raket Parts tables loaded. Type a query or a formula, run it and change it as often as you like. Nothing is marked.
Customer and sales / Module 5
Is this deal real?
Bram's open quotes for Q4 2025 add up to a strong pipeline, and most of the value sits with one customer. Teun asks which of them the evidence supports. Build an evidence card per deal, flag what is unsupported or contradicted, and set the weight the evidence allows.
This module builds on module 4. If you are new to this, start with module 4.
Sections
Customer and sales / Module 5 / Free practice
Try it on your own question
Run it in the practice editor
The practice editors have the Raket Parts tables loaded. Type a query or a formula, run it and change it as often as you like. Nothing is marked.
Customer and sales / Module 1 / 1.1
1.1 What counts as an enquiry
Section 1.1 complete
Next: 1.2 Step and overall conversion
Customer and sales / Module 1 / 1.2
1.2 Step and overall conversion
Section 1.2 complete
Next: 1.3 Dropping cases flatters the funnel
Customer and sales / Module 1 / 1.4
1.4 Where it stalls
Section 1.4 complete
Next: Module 1 check
Continue to the module check Recap this section Back to module 1
Customer and sales / Module 1 / Check
Module 1 check
Module 1 complete
Next: Module 2, What is a customer worth?
Continue to module 2 Try it on your own question Recap module 1 Back to module 1
Customer and sales / Module 2 / 2.1
2.1 Revenue per customer
Section 2.1 complete
Next: 2.2 Same window for everyone
Customer and sales / Module 2 / 2.2
2.2 Same window for everyone
Section 2.2 complete
Next: 2.3 Revenue is not value
Customer and sales / Module 2 / 2.4
2.4 Survivors only
Section 2.4 complete
Next: Module 2 check
Continue to the module check Recap this section Back to module 2
Customer and sales / Module 2 / Check
Module 2 check
Module 2 complete
Next: Module 3, Segments that work
Continue to module 3 Try it on your own question Recap module 2 Back to module 2
Customer and sales / Module 3 / 3.1
3.1 What a segment is for
Section 3.1 complete
Next: 3.2 Every customer in exactly one place
Customer and sales / Module 3 / 3.2
3.2 Every customer in exactly one place
Section 3.2 complete
Next: 3.3 Built from the outcome
Customer and sales / Module 3 / 3.4
3.4 Stable over time
Section 3.4 complete
Next: Module 3 check
Continue to the module check Recap this section Back to module 3
Customer and sales / Module 3 / Check
Module 3 check
Module 3 complete
Next: Module 4, What did we know then?
Continue to module 4 Try it on your own question Recap module 3 Back to module 3
Customer and sales / Module 4 / 4.2
4.2 Open on a date
Section 4.2 complete
Next: 4.3 Versions: only the latest survives
Customer and sales / Module 4 / 4.4
4.4 Tables that forget
Section 4.4 complete
Next: Module 4 check
Continue to the module check Recap this section Back to module 4
Customer and sales / Module 4 / Check
Module 4 check
Module 4 complete
Next: Module 5, Is this deal real?
Continue to module 5 Try it on your own question Recap module 4 Back to module 4
Customer and sales / Module 5 / 5.1
5.1 A stage is a claim
Section 5.1 complete
Next: 5.2 An evidence card per deal
Customer and sales / Module 5 / 5.2
5.2 An evidence card per deal
Section 5.2 complete
Next: 5.3 Unsupported and contradicting evidence
Customer and sales / Module 5 / 5.3
5.3 Unsupported and contradicting evidence
Section 5.3 complete
Next: 5.4 The stage the evidence supports
Customer and sales / Module 5 / 5.4
5.4 The stage the evidence supports
Section 5.4 complete
Next: Module 5 check
Continue to the module check Recap this section Back to module 5
Customer and sales / Module 5 / Check
Module 5 check
Module 5 complete
Next: Module 6, coming later
Back to the Path Try it on your own question Recap module 5 Back to module 5
Customer and sales / Module 1 / Recap
Recap card
1.1 What counts as an enquiry
What counts as an enquiry
- Define the starting group before measuring.
- Say what a row represents and what a stage shows.
Common mistake
Changing the base. A bigger percentage can appear with no extra order.
Customer and sales / Module 1 / Recap
Recap card
1.2 Step and overall conversion
Step and overall conversion
- Define the starting group before measuring.
- Say what a row represents and what a stage shows.
Common mistake
Changing the base. A bigger percentage can appear with no extra order.
Customer and sales / Module 1 / Recap
Recap card
1.3 Dropping cases flatters the funnel
Dropping cases flatters the funnel
- Define the starting group before measuring.
- Say what a row represents and what a stage shows.
Common mistake
Changing the base. A bigger percentage can appear with no extra order.
Customer and sales / Module 1 / Recap
Recap card
1.4 Where it stalls
Where it stalls
- Define the starting group before measuring.
- Say what a row represents and what a stage shows.
Common mistake
Changing the base. A bigger percentage can appear with no extra order.
Customer and sales / Module 1 / Recap
Recap card
Module 1: Enquiry to order
What counts as an enquiry
- Define the starting group before measuring.
- Say what a row represents and what a stage shows.
Common mistake
Changing the base. A bigger percentage can appear with no extra order.
Step and overall conversion
- Define the starting group before measuring.
- Say what a row represents and what a stage shows.
Common mistake
Changing the base. A bigger percentage can appear with no extra order.
Dropping cases flatters the funnel
- Define the starting group before measuring.
- Say what a row represents and what a stage shows.
Common mistake
Changing the base. A bigger percentage can appear with no extra order.
Where it stalls
- Define the starting group before measuring.
- Say what a row represents and what a stage shows.
Common mistake
Changing the base. A bigger percentage can appear with no extra order.
Customer and sales / Module 2 / Recap
Recap card
2.1 Revenue per customer
Revenue per customer
- Revenue per customer: invoiced in a window ÷ customers invoiced in it
- Name the bottom: 304 universities invoiced, not 5,733 invoice rows
Common mistake
Dividing by rows or by the full list. €2,159.37 is per invoice; €39,551.59 counts 9 universities never invoiced.
Customer and sales / Module 2 / Recap
Recap card
2.2 Same window for everyone
Same window for everyone
- Cohort: customers grouped by the month of their first invoice in the data
- Shared window: January to October 2025 for every group
Common mistake
Ranking cohorts on different windows. 13 months against 7 favours the older group; October 2024 is thin.
Customer and sales / Module 2 / Recap
Recap card
2.3 Revenue is not value
Revenue is not value
- Value needs costs: margin, cost to serve, acquisition cost
- Credit notes are the only deduction held: €33,004.77
Common mistake
Calling a revenue ratio value. 188.68 times the revenue says nothing about margin.
Customer and sales / Module 2 / Recap
Recap card
2.4 Survivors only
Survivors only
- Survivor: a customer still buying at the end of the window
- Keep leavers in: 304 universities average €40,722.52, the 285 survivors €41,756.79
Common mistake
Mixing leavers and the never-invoiced. 21 stopped buying; 22 were never invoiced and sit outside the window.
Customer and sales / Module 2 / Recap
Recap card
Module 2: What is a customer worth?
Revenue per customer
- Revenue per customer: invoiced in a window ÷ customers invoiced in it
- Name the bottom: 304 universities invoiced, not 5,733 invoice rows
Common mistake
Dividing by rows or by the full list. €2,159.37 is per invoice; €39,551.59 counts 9 universities never invoiced.
Same window for everyone
- Cohort: customers grouped by the month of their first invoice in the data
- Shared window: January to October 2025 for every group
Common mistake
Ranking cohorts on different windows. 13 months against 7 favours the older group; October 2024 is thin.
Revenue is not value
- Value needs costs: margin, cost to serve, acquisition cost
- Credit notes are the only deduction held: €33,004.77
Common mistake
Calling a revenue ratio value. 188.68 times the revenue says nothing about margin.
Survivors only
- Survivor: a customer still buying at the end of the window
- Keep leavers in: 304 universities average €40,722.52, the 285 survivors €41,756.79
Common mistake
Mixing leavers and the never-invoiced. 21 stopped buying; 22 were never invoiced and sit outside the window.
Customer and sales / Module 3 / Recap
Recap card
3.1 What a segment is for
What a segment is for
- Segment: customers treated the same way for one decision
- Decision first: university email, so customers.segment
Common mistake
Picking a split before the decision. Country fits sales visits; it does not find university labs.
Customer and sales / Module 3 / Recap
Recap card
3.2 Every customer in exactly one place
Every customer in exactly one place
- One place each: 411 of 414 customers used several channels
- Coverage: 22 customers never invoiced; 220 contacts not linked
Common mistake
Trusting a tag. Only 11 of 85 ROCKET_BUILDER contacts link to a customer.
Customer and sales / Module 3 / Recap
Recap card
3.3 Built from the outcome
Built from the outcome
- Circular: picked by Q2 revenue, proved by Q2 revenue
- Fair test: another quarter, 36.4% fell to 17.3%
Common mistake
Quoting the share that picked the group. 36.4% is true by construction.
Customer and sales / Module 3 / Recap
Recap card
3.4 Stable over time
Stable over time
- Stable: most members stay from one period to the next
- Check two periods: 13 of 49 stayed, 26.5%
Common mistake
Planning on last quarter's list. 36 of 49 dropped out and 21 came in.
Customer and sales / Module 3 / Recap
Recap card
Module 3: Segments that work
What a segment is for
- Segment: customers treated the same way for one decision
- Decision first: university email, so customers.segment
Common mistake
Picking a split before the decision. Country fits sales visits; it does not find university labs.
Every customer in exactly one place
- One place each: 411 of 414 customers used several channels
- Coverage: 22 customers never invoiced; 220 contacts not linked
Common mistake
Trusting a tag. Only 11 of 85 ROCKET_BUILDER contacts link to a customer.
Built from the outcome
- Circular: picked by Q2 revenue, proved by Q2 revenue
- Fair test: another quarter, 36.4% fell to 17.3%
Common mistake
Quoting the share that picked the group. 36.4% is true by construction.
Stable over time
- Stable: most members stay from one period to the next
- Check two periods: 13 of 49 stayed, 26.5%
Common mistake
Planning on last quarter's list. 36 of 49 dropped out and 21 came in.
Customer and sales / Module 4 / Recap
Recap card
4.1 Today's record, yesterday's question
Today's record, yesterday's question
- Today's status: overwritten as a quote moves on
- No acceptance date is stored in quotes
Common mistake
Reading today's status as the past. 16 quotes are ISSUED today; that says nothing about 30 June.
Customer and sales / Module 4 / Recap
Recap card
4.2 Open on a date
Open on a date
- Three tests: issued by the date, valid on it, still undecided on it
- 230 open by date on 30th June 2025; the third test cannot be run
Common mistake
Counting ACCEPTED as won by then. 211 show ACCEPTED today, with no date.
Customer and sales / Module 4 / Recap
Recap card
4.3 Versions: only the latest survives
Versions: only the latest survives
- Latest version only: 324 at version 2, 1,022 at version 1, none at both
- Value then: 59 June quotes revised; their 30 June value is unknown
Common mistake
Using today's version for a past date. Practice: €35,800.00 instead of €37,000.00.
Customer and sales / Module 4 / Recap
Recap card
4.4 Tables that forget
Tables that forget
- Forgets: revised promises, quote versions, late proof arrival
- Remembers: consent_history, a dated version per change
Common mistake
On time against a moved date. 51 revised lines met the new promise; none met the requested date.
Customer and sales / Module 4 / Recap
Recap card
Module 4: What did we know then?
Today's record, yesterday's question
- Today's status: overwritten as a quote moves on
- No acceptance date is stored in quotes
Common mistake
Reading today's status as the past. 16 quotes are ISSUED today; that says nothing about 30 June.
Open on a date
- Three tests: issued by the date, valid on it, still undecided on it
- 230 open by date on 30th June 2025; the third test cannot be run
Common mistake
Counting ACCEPTED as won by then. 211 show ACCEPTED today, with no date.
Versions: only the latest survives
- Latest version only: 324 at version 2, 1,022 at version 1, none at both
- Value then: 59 June quotes revised; their 30 June value is unknown
Common mistake
Using today's version for a past date. Practice: €35,800.00 instead of €37,000.00.
Tables that forget
- Forgets: revised promises, quote versions, late proof arrival
- Remembers: consent_history, a dated version per change
Common mistake
On time against a moved date. 51 revised lines met the new promise; none met the requested date.
Customer and sales / Module 5 / Recap
Recap card
5.1 A stage is a claim
A stage is a claim
- Stage: a claim about how far a deal has got
- 16 open quotes share ISSUED with different evidence
Common mistake
Reading a label as likelihood. A practice “Commit” on X-QUO-01157 adds no evidence.
Customer and sales / Module 5 / Recap
Recap card
5.2 An evidence card per deal
An evidence card per deal
- Evidence card: question, evidence, source, date
- Four stand-ins: stage, age, last email, discount depth
Common mistake
Leaving a bare claim unmarked. The practice note “budget approved” on X-QUO-01151 has no record.
Customer and sales / Module 5 / Recap
Recap card
5.3 Unsupported and contradicting evidence
Unsupported and contradicting evidence
- Contradiction: X-CON-00001 opted out on 3rd September 2025
- Unknown is not qualified: 0 of 16 open quotes have a recorded qualification
Common mistake
Treating a signal as a verdict. 254 of 944 accepted rocket builder quotes were above list.
Customer and sales / Module 5 / Recap
Recap card
5.4 The stage the evidence supports
The stage the evidence supports
- Weighted value: practice weights give €317,607.29 of €846,661.25
- Concentration: X-CUS-0001 holds 87.3%
Common mistake
Weighting everything at 40%. Four quotes have a signal out of range.
Customer and sales / Module 5 / Recap
Recap card
Module 5: Is this deal real?
A stage is a claim
- Stage: a claim about how far a deal has got
- 16 open quotes share ISSUED with different evidence
Common mistake
Reading a label as likelihood. A practice “Commit” on X-QUO-01157 adds no evidence.
An evidence card per deal
- Evidence card: question, evidence, source, date
- Four stand-ins: stage, age, last email, discount depth
Common mistake
Leaving a bare claim unmarked. The practice note “budget approved” on X-QUO-01151 has no record.
Unsupported and contradicting evidence
- Contradiction: X-CON-00001 opted out on 3rd September 2025
- Unknown is not qualified: 0 of 16 open quotes have a recorded qualification
Common mistake
Treating a signal as a verdict. 254 of 944 accepted rocket builder quotes were above list.
The stage the evidence supports
- Weighted value: practice weights give €317,607.29 of €846,661.25
- Concentration: X-CUS-0001 holds 87.3%
Common mistake
Weighting everything at 40%. Four quotes have a signal out of range.