6-week averages (rates) and totals (volume) — FY26 Feb 8–Mar 15 vs FY25 Feb 9–Mar 16
Weekly rate trends FY26 vs FY25 equivalent weeks. All activation metrics trending positively.
Weekly revenue, churn, and new bookings vs FY25 overlay
All rates = % of paid DSB users for that week. FY26 vs FY25 equivalent week (364 days prior).
| Week | Paid Users | Targeted Email | eComm Auto | SMS | Auto Send | Rev Attr | Bulk Email | Churn Rev | New Bookings |
|---|---|---|---|---|---|---|---|---|---|
| Mar 15, 2026 | 182,388 | 14.84% | 8.31% | 0.39% | 11.89% | 9.41% | 29.73% | $100K | 952 |
| Mar 8, 2026 | 182,199 | 14.31% | 8.32% | 0.41% | 11.92% | 9.37% | 29.35% | $131K | 948 |
| Mar 1, 2026 | 181,428 | 14.23% | 8.40% | 0.38% | 11.96% | 10.26% | 30.68% | $107K | 1,011 |
| Feb 22, 2026 | 180,613 | 13.24% | 8.48% | 0.37% | 12.03% | 10.18% | 28.84% | $117K | 1,075 |
| Feb 15, 2026 | 179,743 | 12.43% | 8.35% | 0.37% | 11.88% | 10.07% | 27.41% | $106K | 1,075 |
| Feb 8, 2026 | 180,305 | 11.89% | 8.42% | 0.44% | 11.93% | 10.48% | 29.91% | $110K | 892 |
| FY26 6-wk Avg | 181,446 | 13.49% | 8.38% | 0.39% | 11.94% | 9.96% | 29.32% | $112K/wk | 992/wk |
| FY25 6-wk Avg | 191,356 | 10.62% | 7.65% | 0.21% | 11.31% | 9.71% | 28.70% | $120K/wk | 1,000/wk |
| YoY Delta | -9,910 (-5.2%) | +2.87pp | +0.74pp | +0.18pp | +0.63pp | +0.25pp | +0.63pp | -6.7% | -0.7% |
Data Science analysis · Confidence: HIGH
Targeted email rate climbed from 11.89% (Feb 8) to 14.84% (Mar 15) — a +2.95pp jump within 6 weeks. The 6-week avg of 13.49% is +0.93pp higher than the previous 6-week window (12.41%). This is the strongest signal across all activation metrics and suggests the Q2 behavioral segmentation and automation investments are driving lasting behavior change.
6-week churn revenue is $670K vs $718K FY25 (-6.7%), better than the prior period's -5.3%. The Mar 15 week shows the strongest individual week: $100K vs $114K FY25 (-12%). Churn units are also improving (-2.3%). The retention foundation is strengthening as the activated cohort grows.
New booking count is essentially flat (-0.7% YoY: 5,953 vs 5,997 units). However, new booking revenue is down more significantly: $269K vs $306K FY25 (-12%). Average MRR per new booking has declined from ~$51 to ~$45 (-11.6%). This suggests mix shift toward lower-plan new customers — worth monitoring as a leading indicator of future ARPU.
Marketing dashboard rate averaged 1.27% in this period vs 2.72% FY25 (-1.45pp YoY). The FY25 data shows a sharp spike starting Feb 23, 2025 (from 1.29% → 3.73%), which FY26 is not replicating. This could reflect: (1) a specific feature or campaign that drove traffic in FY25, (2) a product change in FY26 affecting dashboard discoverability, or (3) genuine decline in engagement with the marketing dashboard. Recommend flagging to Stam / data science team for root cause analysis before presenting to execs.
Revenue attribution dipped from 10.26–10.48% (Feb–Mar 1) to 9.37–9.41% (Mar 8–15). The 6-week avg is 9.96% (+0.25pp YoY) but the recent softening is notable. This could be seasonal (post-February billing) or structural. If this continues into the Mar 22 week, it will be worth investigating with the attribution methodology team.