Calculating Average Customer Purchase Frequency with Unique Customerspo

Question

Calculating Average Customer Purchase Frequency with Unique Customers
Your dataset contains duplicate customer records, which could lead to incorrect calculations when determining the average purchase frequency. How can you write a DAX measure to ensure that the calculation considers only unique customer purchases while maintaining accuracy?

Answer 1

To accurately calculate the Average Customer Purchase Frequency while considering only unique customers, you need a DAX measure that correctly handles duplicate customer records.

DAX Measure for Average Purchase Frequency

Average Purchase Frequency = 
VAR UniqueCustomers = DISTINCTCOUNT( Sales[CustomerID] ) 
VAR TotalPurchases = COUNT( Sales[OrderID] ) 
RETURN 
DIVIDE( TotalPurchases, UniqueCustomers, 0 )

DistinctCount( Sales[CustomerID] ) → Counts customers unique and ignores repetitions, thus making sure that there is no duplication in what is counted.

Count( Sales[OrderID] ) → Counts the total number of purchases, that is, orders made.

Divide( TotalPurchases, UniqueCustomers, 0 ) → Gives average purchases by dividing total purchases by the unique customers, leaving no division errors.

Impact on Accuracy and Performance

Ensures Unique Customer Count- In case of duplicate customer records, it prevents the numbers from becoming inflated.

Efforts In Calculation: The calculated methodology uses optimized aggregation functions for best performance.

Dynamic and Scalable- It works across filters and slicers, with everything changing under the light of the applied conditions.