Here is a list of the default attributes and properties available for customer segmentation in ChurnIQ. Skip to the second half of the page for some tips for understanding how attributes work.
|The reason provided by the customer on the last occasion that they cancelled their subscription.
|The risk of churn assigned to the customer's subscription
|Churn risk factor
|The risk factor assigned to the customer's subscription
|Number of active subscriptions
|The number of active subscriptions the customer currently has with your service.
Number of subscriptions ever
|The number of subscriptions this customer has created with your service in total.
|The no. of days of the last 30 on which the customer has attempted to access premium content.
Engagement before churning
|Applies only to churned subscriptions. Like engagement level, it tracks the number of days the customer accessed premium content in the 30 days before churning.
|Campaign (last transaction)
|If applicable, the Campaign from which this customer used a coupon for their last transaction.
|Account activation date
|The date on which the customer initially created their account.
|Whether or not the customer has accepted your T&C's.
|Broadcaster terms version
|Which version of your T&C's the customer has accepted.
The country from which the customer created their subscription.
|A unique identifier assigned to the customer by Cleeng.
|Custom information captured during registration. For example, the customer's favourite football team.
|The email address used by the customer when creating their initial account.
|The first or given name provided by the customer when creating their account.
|The last or family name provided by the customer when creating their account.
|Last login date*
|The last date in which the customer logged into your service (*note that this behaviour is influenced by your app's session logic).
|Whether or not the customer has consented to the receipt of marketing messaging.
|Marketing terms version
|Which version of your marketing T&C's the customer has accepted.
|Payment method expiry date
|The expiry date on the card that the customer currently uses as their method of payment.
|Customer lifetime revenue
|The total value provided by the customer's account across all purchases.
|Channel (last transaction)
|The channel or store through which the customer's last transaction took place, eg. Web or Apple
|Last transaction currency
|The currency used for the last transaction by this customer.
|Last transaction date
|The date of the most recent transaction processed for this customer
|The payment method used by the customer for their most recent transaction.
|Last transaction value
|The price paid by the customer for their most recent purchase with your service.
|Card details on file (web only)*
|Whether or not there are payment details associated with the account that can be used to make purchases (*Cleeng can only see if card details are on file for Web subscribers).
|Subscription lifetime revenue
|The total value generated by the customer with their current subscription.
|Whether or not the customer's subscription is active.
|Conversion date (to paid)
|The date on which the customer converted from a free to a paid subscription (if applicable).
|The date on which the customer's subscription will expire, or already has expired.
|The cancellation reason provided by the customer if they have unsubscribed.
|The date on which the customer cancelled their subscription.
|The date on which the customer's subscription terminated and became inactive (*note that app store status changes may differ from web behavior).
|Offer group ID*
|The Cleeng identifier for the offer / offer group to which the customer is subscribed (*offer groups refer to multicurrency offers).
|Offer group title
|The title you have assigned to the offer / offer group to which the customer is subscribed.
|The periodic billing cycle for the customer's subscription, eg. monthly or annual.
|Subscription lifetime (days)
|The length of time for which the customer's subscription has been active.
|Subscription start date
|The actual start date of the customer's current subscription.
|Subscription end date*
|The date on which the subscription ended (*if the customer is inactive).
|Free or paid subscription
|Whether or not the customer's current subscription is paid or free (eg. in a free trial).
Getting Started with Segments and Customer Attributes
The ChurnIQ segment catalogue is a good starting point for working with customer attributes. It provides 20 strategically important segments that you can use immediately.
However, it is also helpful to understand some simple ground rules for thinking about attributes and using them to build segments.
3 Attribute Categories
There are 3 main levels of attributes you can think about when creating segments. These are:
- Key events
- Temporal attributes
- Customer attributes
Key events are important actions or inactions in the customer lifecycle. They include important lifecycle events like the following:
- Customer registration
- Subscription start
- Subscription renewal
- Subscription cancellation
Or more behavioral events like these:
- Engaged with content
- Redeemed a coupon
- Is at risk of churn
Temporal attributes are used with key events to give them meaningful qualities, like time since or until they occurred/occur:
- Days since last logged in
- Days since subscription start
- Days until subscription expiry
Finally, customer attributes are generated by key events, but independent of them. They look like this:
- Distribution channel
- Offer period
- Engagement level
Combining attribute categories
With these 3 building blocks you can create a near-infinite number of segments. Here's how they combine to create a segment structure. We will use a single key event with two customer attributes:
+ (temporal attribute)
is: 7 days from now
+ (customer attribute 1)
Channel is: Android
+ (customer attribute 2)
Offer title contains: Annual
Now our segment contains all customers with annual subscriptions, created via an Android device, whose subscriptions will expire 3 days from now.
One last point to keep in mind is that you will also want to use broad customer status attributes as pre-conditions for some segments. There are only two statuses to be conscious of here:
- Whether the subscription is active or inactive
- Whether the subscription is paid or free
You can use ChurnIQ's pre-built segments to get a better understanding of attributes can be combined to create useful customer groups.
Below you can find links to the key segments for the relevant subscriber journey touchpoints: