New & Lost Customers Explained

Understanding how "New" and "Lost" Members/Customers are defined within the Strum Platform is essential for accurate reporting and analysis. The following outlines how these statuses are determined across both monthly and daily data periods.

Definitions by Data Period Type

Monthly Data Periods

• # of Members

  Total number of unique TINs (Tax Identification Numbers) found in the month-end extract(s).

• New Members

  Number of unique TINs present in the current month-end extract that were not included in the previous month-end extract(s).

  Note: This does not include cases outlined in the Considerations section below (see bullets 1 and 2).

• Lost Members

  Any TIN that was present in the previous month-end extract but is no longer present in the current month-end extract(s).

Daily (As of..) Data Period

• # of Members

  Total number of unique TINs in the latest daily extract.

• New Members

  Number of unique TINs with a relationship start date on or after the 1st of the current month.

  Note: See Consideration 3 below regarding older relationship start dates.

• Lost Members

  Any TIN that was present in the previous month-end extract but is no longer present in the latest daily extract.

Considerations

1. Ownership Transfer

   If ownership of an account was transferred to a different TIN/CustID (e.g., due to death or change in primary ownership), the account is not considered "lost" and is excluded from the Lost Members count in KPI reporting.

2. Open and Close Within Same Period

   If a member is both opened and closed within the same month (for monthly files) or within the same period (for daily files), they are not counted as a "new" or "lost" member.

3. Older Relationship Start Date

   If a new TIN appears in the daily extract but has a relationship start date before the current month, it will not be counted as a New Member in the daily file, even if it wasn’t present in the previous month-end extract.