Customer Value

Purpose

Provide a customer-level value view of recurring revenue, translating aggregated ARR metrics into average value per customer for analytical and strategic use.

This model is designed as a derived reporting layer, enabling:

Average revenue per customer (ARPC / ARPA) analysis
Comparison of customer quality across periods and movements
Insight into acquisition vs retention value dynamics

It removes scale effects by normalizing revenue against customer counts.

Business Logic

Start from ARR Aggregated
Join with Customer Count View
Derive ARR base as current_base + upsell − downsell
Divide ARR components by their respective customer counts
Produce one row per date and value type

Output Contract

Definitions

Column	Description
date	Date of the snapshot (`YYYY-MM-DD`)
value_type	Value type such as `actual`, `budget`
current_base	Average ARR per existing customer
new_customers	Average ARR per newly acquired customer
churn	Average ARR lost per churned customer
total_customer_value	Average ARR per customer at period end

Sample & Implementation

Average ARR value per customer by date and value type.
date	value_type	current_base	new_customers	churn	total_customer_value
2025-01-01	budget	60076.00	60000.00	60000.00	60075.12
2025-02-01	budget	60150.24	60075.12	60075.12	60149.10
2025-03-01	budget	60223.07	60149.16	60149.16	60221.96
2025-04-01	budget	60294.83	60222.00	60222.00	60293.75
2025-05-01	budget	60365.54	60293.75	60293.75	60364.49
2025-06-01	budget	60435.23	60364.44	60364.43	60434.22
2025-07-01	budget	60503.94	60434.28	60434.27	60502.98
2025-08-01	budget	60571.74	60503.04	60503.04	60570.79
2025-09-01	budget	60638.61	60570.83	60570.84	60637.70
2025-10-01	budget	60704.60	60637.68	60637.68	60703.71

{{config(materialized='view')}}


with arr_aggregated as (
    select * from {{ ref('arr_aggregated') }}
),

customer_count_view as (
    select * from {{ref('customer_count_view')}}
),

customer_values as (
    select
        date,
        value_type,
        current_base + upsell - downsell as arr_base,
        new_customers,
        churn,
        ending_balance
    from arr_aggregated
)

select
    cv.date,
    cv.value_type,
    cv.arr_base / ccv.current_base as current_base,
    cv.new_customers / ccv.new_customers as new_customers,
    cv.churn / ccv.churn as churn,
    cv.ending_balance / ccv.ending_balance as total_customer_value
from customer_values cv
left join customer_count_view ccv on cv.date = ccv.date and cv.value_type = ccv.value_type

Dependencies

Transformations: ARR Aggregated and Customer Count View