Building a customer-centric organization involves a constant push and pull between trying to integrate more data and not being overwhelmed by the sheer amount of information. After exploring non-revenue-based value drivers, categorize the relevant metrics (both revenue-based and otherwise) into three groups that describe the customer experience: breadth, depth, and velocity. Breadth refers to the range of engagement a customer has with a brand, and can include the channels on which they make purchases, whether or not they use the company’s app, and whether they purchase across multiple product categories. Depth refers to the intensity of the customer’s engagement with the brand, examining factors like the tier of their loyalty membership, any surveys or reviews, or the number of physical stores they’ve visited. Finally, velocity looks at the speed at which they’re expanding their relationship with the brand. How quickly do they turn into a repeat customer, and how many days do they typically go between purchases? These three categories will make it easier for you to make sense of your growing datasets and draw impactful insights.