The ACV of Bookings from a prior customer churned and was subsequently reacquired in a future period. This metric is commonly used in B2C companies that experience high churn due to low switching costs and serve a highly fragmented market. Such companies run marketing campaigns focused on churned users with specific reactivation incentives based upon the consumers’ behavior as an active customer. Reactivated consumers are tracked as a separate cohort within the company’s revenue stream. This metric is typically expressed as MRR when used for this purpose.
The ACV of Bookings from a prior customer churned and was subsequently reacquired in a future period. This metric is commonly used in B2C companies that experience high churn due to low switching costs and serve a highly fragmented market. Such companies run marketing campaigns focused on churned users with specific reactivation incentives based upon the consumers’ behavior as an active customer. Reactivated consumers are tracked as a separate cohort within the company’s revenue stream. This metric is typically expressed as MRR when used for this purpose.
