Churn Risk

How to use the Churn Risk attribute

An incredibly useful attribute, Churn Risk allows you to predict the likelihood (high, medium, or low) of a customer churning. Our predictive Churn Risk attribute can be a great addition to a number of segments aimed at collecting the most "at risk" customers, ready for last chance incentive campaigns that could encourage them to remain. Or, you could use this same attribute to create suppression segments as well.

Churn Risk works really well when paired with a specified time period, ensuring you aren’t using your ad spend on customers well out of reach. It can also provide a great opportunity to exclude high churn risk audiences from activations.

For example, you might be looking to run a campaign targeting people that have made a purchase in the last 30 days using the Smart Search: Orders - Order Date attribute. When you target this audience you might also want to exclude high churn risk customers to reduce the possibility of wasting ad spend on customers that are unlikely to purchase again. To exclude this group, you can add Churn Risk - High to the BUT NOT HAVE ANY OF THESE section of the builder.

This search should provide profiles that are not considered a high churn risk and have purchased within the last 30 days.

To learn more about how to build segments, see our articles here.