CLVTools vs Reaktion

CLVTools is a free, GPL-3-licensed R package for probabilistic customer attrition modeling when purchases are not governed by contracts. It implements Pareto/NBD, BG/NBD, Gamma/Gompertz/NBD, and Gamma/Gamma models. Using transaction histories with customer IDs and purchase dates, plus prices in its example data, it predicts individual customer behavior such as expected future transactions and the probability that a customer remains active. Forecast horizons can be configured, supporting predictive customer lifetime value work, cohort analysis, and customer segmentation. Time-invariant covariates work across the models, while some models accept time-varying covariates. Extensions include correlated purchase and attrition processes, L2 regularization, and equality constraints for contextual-factor parameters. Stable installation is available from CRAN; a development version uses GitHub and devtools. Linux, macOS, and Windows are supported, though compiling from source requires the external GNU GSL C++ library. Documentation includes a walkthrough, reference manual, and vignettes.

Reaktion is ecommerce analytics software for tracking customer revenue, gross profit, and orders, then comparing customer lifetime value with acquisition cost. Cohort analysis groups customers by their first-order month and follows selectable metrics over time, with accumulation and a heatmap. You can break down LTV by channel, discount behavior, first product, sales location, market, or brand. Reaktion says it provides up to two years of customer order history from the first sync and uses hashed email and phone numbers to combine guest, web, app, and point-of-sale orders into customer profiles. Segments can be sent to Google Ads, Meta Ads, and TikTok for value-based bidding. Its integrations page lists 32 integrations, including Shopify, WooCommerce, Klaviyo, GA4, Google Sheets, and Slack. ShipBob and ShipStation are marked as coming soon; Bing, PriceRunner, and Kelkoo imports use Google Sheets. Rise costs $169 a month, billed $169 /mo, and includes 1,000 orders and one store. Custom pricing is listed for more than 50,000 orders or 20 stores. Android and iOS apps show a near real-time view of sales, orders, marketing performance, and tracking health.