Analytics
Credit Card
Performance metrics and insights on your credit card program
Total Cardholders
284,500
Active Cards
246,200
Total Spend
$1847.3M
Avg Spend/Card
$6,485
At-Risk Users
18,200
6.4% of total
Core Segments
Overview of travel and card spend behavior
Inactive Travel
No travel spend (6mo)
Active Travel
Travel spend (6mo)
Inactive Spend
<$500 (6mo)
Customers
2,847
-5.2%
Volume
$0.8M
-8.1%
Customers
1,523
+2.1%
Volume
$1.2M
+1.5%
Active Spend
≥$500 (6mo)
Customers
4,165
+1.8%
Volume
$3.4M
+3.2%
Customers
5,892
+8.3%
Volume
$8.9M
+12.4%
Active Travel x Active Spend
5,892 customers • $8.9M
Spend ↓ Travel ↓
398
$0.71M volume
-27.6% decline
Spend ↓ Travel ↑
658
$1.32M volume
+13.4% growth
Spend ↑ Travel ↓
905
$2.02M volume
+10.4% growth
Spend ↑ Travel ↑
3,931
$8.05M volume
+20.6% growth
Spend ↓ Travel ↓
398 customersCount Change
Spend Change
Spend ↓ Travel ↑
658 customersCount Change
Spend Change
Insights
Spend ↑ Travel ↓
905 customersCount Change
Spend Change
Insights
Spend ↑ Travel ↑
3931 customersCount Change
Spend Change
Insights
Conversion Funnel
Customer journey from application to active usage
Activation & Usage Funnel
Conversion Rates
Application Started → Card Activated73.4%
Card Activated → First Purchase88.5%
First Purchase → Active User89.2%
Overall Conversion57.9%
From application to active user
Cohort Analysis
Track spending patterns by activation campaign
Campaign Performance Over Time
Retention Rate (%)
Avg Monthly Spend ($)
Cumulative Spend ($)
Customer Segments
Performance breakdown by travel behavior
Elite Frequent Flyers
High ValueCardholders
42,300
Avg Spend
$12,450
Churn Rate
2.1%
Brand Travel %
42%
Est. Revenue
$526.6M
Regular Travelers
Cardholders
89,600
Avg Spend
$8,230
Churn Rate
3.4%
Brand Travel %
35%
Est. Revenue
$737.4M
Occasional Travelers
Cardholders
98,100
Avg Spend
$5,640
Churn Rate
4.8%
Brand Travel %
22%
Est. Revenue
$553.3M
Infrequent Users
At RiskCardholders
54,500
Avg Spend
$2,890
Churn Rate
8.2%
Brand Travel %
12%
Est. Revenue
$157.5M
Insights
Elite Frequent Flyers demonstrate exceptional loyalty with 42% of spend on brand travel and only 2.1% churn. Despite representing just 15% of cardholders, this segment generates outsized revenue. Consider premium tier expansion and exclusive travel benefits to attract more high-value customers.
18,200 cardholders at risk with no spend in 3-6 months. The Winter '24 cohort shows strong retention at 82% after 6 months, but infrequent users have 8.2% churn. Launch targeted reactivation campaign with compelling travel offers to prevent further attrition.
Travel spend represents 36% of total card usage ($671.7M combined brand and partner). West and Northeast regions show highest avg spend at $7,680 and $7,245 respectively. Focus marketing efforts on travel-forward value propositions in these high-performing regions.
Funnel conversion at 57.9% from application to active user is strong, with the biggest drop-off (26.6%) occurring between application and activation. Streamlining the activation process and implementing activation reminders could significantly boost active cardholder numbers.
New cardholders (0-3 months) show highest churn at 12.4% but lowest average spend at $4,250. Implement enhanced onboarding journey with spend incentives in first 90 days to establish usage patterns and improve retention.