First order take rates tell us about the relative popularity of different options. For example, consider a small set of possible pizza toppings.

Topping

Take Rate

Pepperoni

40%

Mushrooms

20%

Pineapple

3%

Canadian Bacon

3%

Green Peppers

10%

Customer buying patterns really start with second order take rates, which tell us about pairs of options, or toppings. Second order take rates tell us about relative [...]