The analysis compares the breakdown of your database by customer segment on the date you have selected in the DATE filter, with the same information 12 months earlier. 

ARROWS indicate whether your database has seen GROWTH or DECLINE for each segment, alongside the actual numbers of bookers at both points in time. 

The second metric highlights the total number of customers on your database who are actively purchasing. 

In this example the totals of First Timer, Convertee & Active customer types = 100,985. This is down (indicated by the red arrow) on this time last year by 4.2%. 

This also shows the number of months a customer remains on your database before they are considered to be 'stale' - in this case 13 months. 

NOTE: Industry average for a 'go stale' period is 18 months

This organisation might want to consider a more proactive approach to managing customer relationships and set targets for moving customers along the behavioural journey.