It is easiest to set up data collection to do customer analytics if you run an online business.
Require your customers to create their account and track the when they log on, duration, pages that they look at, products that they click and of course what they buy.
From the data, you can carry out Latency analysis by checking if customers are taking a long time between consecutive purchases. For example, by having a column of 1st to 2nd purchase, 2nd to 3rd, 3rd to 4th purchases etc, and another column showing the days of the next purchase, one can find trends that the days of next purchase may significantly lengthen after the 4th or 5th purchase, then you can target promotions at this group of customers.
Another analysis is of course Recency, Frequency and Monetary (RFM) analysis. Develop an index to compare R, F and M measures for a sample size and focus on your top, and customers groups you can convert to top customers. Remember to validate your expected profit with a control group. Costs of a promotion also includes inventory capital and storage costs. Per product price and shipping cost may decrease because you ate ordering more.
Oh, and please look at changes in time trends for action base on RFM, perhaps using statistical quality control?
It may be worthwhile looking at variation for your latency and RFM besides averages too for for targeted marketing. Remember to overlay demographic data with location associated with IP addresses too, for better targeting like changing prices and language for different customers.
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