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People dramatically under estimate how many decisions one has to make before shipping the v1 of even the simplest product. They all seem obvious in retrospect, but so, so much thinking had to happen to ship something like "press a button, get a ride."
Tweets From Paul Graham · @paulg • Tweet
Using a combination of surveys and past behavior can help you estimate: Likelihood to recommend to friends Likelihood to repurchase
Jeff Sauro • Customer Analytics For Dummies
think in terms of recency, frequency, and monetary value (revenue and profits) for segments: Most recent purchase Total number of transactions Product experience Total revenue Total profit