--- title: "Sunday Citizen: Real-Time Insights, More LTV | SourceMedium" description: SourceMedium has become a key resource for Sunday Citizen’s business decisions, offering valuable insights with speed, clarity and ease. url: "https://sourcemedium.com/case-study/sunday-citizen/" type: static generatedAt: "2026-10-05T20:26:24.000Z" --- [← Customer stories](https://sourcemedium.com/case-study) [ ](https://sundaycitizen.co/) × # Harnessing real-time sales insights to increase customer lifetime value (LTV) [↓ Continue reading](#article) Harnessing real-time sales insights to increase customer lifetime value (LTV) ## Higher-confidence LTV decisions The team could prioritize actions tied to lifetime value instead of relying on “directional” snapshots. ## Cross-sell and merchandising backed by purchase patterns Commonly purchased combinations informed what they promoted in email and what they surfaced on-site. ## Paid optimization tied to ROI, not just volume Cohort performance and ad spend could be compared to steer budget toward profitable growth. > “Once we could see cohorts and what people actually buy together, we stopped guessing what to push.” Michelle Familier Co-founder and CMO ## About Michelle Familier, co-founder and CMO of [Sunday Citizen](https://sundaycitizen.co/), needed a clearer view of what actually drives lifetime value. Shopify reporting and a mix of tools could show orders, but not the cohort behavior and product combinations that determine what to promote and how to allocate budget. SourceMedium helped the team move from “directional” reporting to repeatable decisions: what to push in marketing, how to merchandise the store, and how to tie spend to downstream value. Sunday Citizen is an online bedding, bath, and loungewear brand founded in 2019. ## The challenge - Shopify reporting couldn’t answer retention and cohort questions at the depth the team needed - Promotion and budget decisions depended on knowing what drives downstream value, not just orders - A patchwork of tools made it harder to keep definitions consistent as questions evolved Sunday Citizen had Shopify reporting and a mix of tools, but not the depth needed to answer the questions that drive LTV. To increase customer lifetime value (LTV), they needed a clearer view of: - Who customers are and how cohorts behave over time - Which products are frequently purchased together (and where that shows up in retention) - How paid spend maps to downstream value, not just order volume ## The solution - Cohort and purchase-pattern views to understand how customers buy over time - A shared baseline the team could use without a dedicated analyst for every question - A practical loop: decide what to promote, then validate it against cohort performance and spend Sunday Citizen chose SourceMedium because it made the data usable across the team, not just for one analyst. With a clearer, more granular view of customer behavior and product combinations, the team could move from “directional” reporting to repeatable decisions. They used purchase-pattern insights to decide what to promote in direct marketing, and they used the same patterns to influence on-site merchandising so the store reflected how customers actually buy. On the paid side, they compared cohort performance against ad spend to optimize toward ROI rather than just purchase quantity. ### What changed - **Decision enabled:** The team shifted direct marketing and merchandising based on real product-pairing behavior and cohort signals. - **How they validated it:** Cohort and purchase-pattern views made it possible to compare performance consistently and tie outcomes back to spend. - **What got faster:** Fewer manual lookups and quicker iteration on campaigns and store layout changes. ## The results - ### Higher-confidence LTV decisions The team could prioritize actions tied to lifetime value instead of relying on “directional” snapshots. - ### Cross-sell and merchandising backed by purchase patterns Commonly purchased combinations informed what they promoted in email and what they surfaced on-site. - ### Paid optimization tied to ROI, not just volume Cohort performance and ad spend could be compared to steer budget toward profitable growth. [← Return to customer stories](https://sourcemedium.com/case-study) > When we can tie cohorts back to spend, budget calls get a lot less subjective. ## Ready to stop debating the numbers? In 30 minutes, we will 1. 1 Map your current systems and reporting gaps. 1. 2 Show one workflow relevant to your team. 1. 3 Outline likely fit, implementation scope, and next steps. Book a walkthrough Share a little context, then choose a time immediately after submitting. ## Choose a time for your walkthrough Your details are saved. Choose a time to book your walkthrough. Loading available times... We couldn't load available times here. Open the scheduling calendar in a new tab. If you cannot schedule now, we will still follow up. [Open scheduling calendar](https://meetings.hubspot.com/feifanw/mc?utm_source=sourcemedium-site&utm_medium=website&utm_campaign=platform-walkthrough) > Acquiring confidence in your data is literally money. We've nearly doubled revenue in the short time we've used SourceMedium. They are the layer through which all our data flows and gets transformed into a unified, coherent and reliable language that my entire team leverages regardless of analytical capability. Simon Cheng [Pique Life](https://www.piquelife.com/)