Every term on this site, defined.

The customer-value terms Tacet uses, in plain language, with the same labels you see in the product.

The numbers

Forward CLV: Each customer’s value over the next 12 months, after product cost and expected returns, valued in today’s dollars. Not profit: payment fees, fulfilment and ad spend are not deducted. Re-scored every night.
Customer lifetime value (CLV): The value a customer brings over the whole relationship, a term tools use loosely, often for revenue to date. Tacet’s measure is Forward CLV: a fixed 12-month horizon, forward-looking, after product cost and returns.
Chance still active: The probability a customer is still a customer at all, read from their own buying rhythm against how long they have been quiet. Not a forecast that they will buy.
Return propensity: The share of a customer’s future revenue expected to come back as refunds, learned from their own behaviour. It is how returns enter Forward CLV. Blank for one-time buyers.
Value concentration: The share of Forward CLV held by the top 1%, 10% and 20% of customers. It says where the retention budget belongs.
One-time buyer: A customer with exactly one order, ever. Up to four in five customers buy once. Whether they come back is where much of a brand’s forward value is won or lost.

Playbook: A lifecycle flow Tacet drafts in your own Klaviyo and fills every night: second purchase, reorder reminders, win-back. Nothing sends until your admin switches it on. That moment is GO. Read every week against a held-back group.
Play: A one-off send Tacet proposes, approved by your admin and sent from your own Klaviyo. About 20% of its audience is held back, and it is read once, on a date fixed before it sends.
Held-back group: The customers kept out of a send on purpose, so the result can be read against them: about 20% of the audience of a playbook or a play. The difference between the two groups is the result. Never attribution.
What a playbook added: The profit the customers a playbook reached made that the held-back group did not, after discounts and refunds. Shown with its range. Zero is reported as zero.
Range: How sure a measured result is, given how many customers were measured and how much they vary. A range clear of zero is a result you can act on. One that spans zero means no effect was shown either way.
Contribution: What a sale earns after its own costs. Forward CLV takes out product cost and expected returns; the customer P&L takes out fulfilment, fees and ad spend as well.

The customer P&L: One statement from gross sales to customer profit, free the morning after install, with who made the profit and what each customer is worth from here by Forward CLV.
Customers scored: Every customer with at least one order, counted once, on the last day of the month. Shopify admin › Customers also lists people who never ordered, so filter it to one order or more. Managed Playbooks bills $0.005 for each, once a month, after 30 days free; the customer P&L has no limit. The calculator is on the pricing page.

Brand Champions: Repeat buyers who buy at full price and sit in the top decile of Forward CLV. The high-value protection playbook’s audience: recognition and first look, never a coupon.
Promo Loyalists: Repeat buyers who wait for a discount. Promo reliance is the share of net revenue sold on a discount. The promo-weaning playbook reads whether they would pay full price, against a held-back group.
Cohort: A month’s new customers, dated by their true first order. A windowed export counts a returning customer as new in whatever month they reappear, which makes every cohort look younger and better than it is. Tacet’s cohorts never do.
Payback: The month in which a customer’s contribution after product cost and returns passes the cost to acquire them. Tacet reads it by the first product bought; the cost to acquire is the store’s own setting.
Re-measured: Movement’s verdict on a change between two runs. Re-measured means the move is larger than the metric’s own run-to-run noise. Noise means it is not, and should not be read as a trend.
Scenario: A change written as a sentence, a margin, a product, a rate, a month, run through the customers already scored. Answered in Forward CLV and in what it does to the playbooks the store runs.

Your customer P&L, free, the morning after you connect Shopify.