prior source

Source of a previous order from a customer who has ordered again. For example, a magazine subscriber who originally subscribed via a subscription source and is now renewing via the publisher's renewal promotion has an agency prior source and a renewal current source. It is important to track prior sources so that the long-term value of a customer can be evaluated in terms of source, enabling marketers to concentrate their resources on bringing in new customers from the most profitable sources-that is, those most likely to renew or to buy again.