The number of lost and recovered customers can be important business metrics. Lost customers are defined as customers who previously made purchases but have made no subsequent purchases within a specified amount of time.
Recovered customers are customers that made a purchase, made no subsequent purchases within a specified range of time, and then subsequently made an additional purchase after being considered lost. Understanding how many customers are lost helps a business understand and measure their customer retention, while tracking recovered customers can be an important measure of a business' customer outreach or marketing program.
This recipe demonstrates how to calculate lost and recovered customers using DAX.