Segmentation Attributes

Customer Segmentation Attributes 

To build powerful and precise customer segments, you first need to understand the building blocks available to you.

Here is a list of the default attributes and properties available for customer segmentation in ChurnIQ.

Skip to the second half of the page to see how to deal with customers with multiple subscriptions, and for some tips for understanding how attributes work.

Subscription Selector

Please note the Subscription Selector mechanism that allows you to define a single, specific subscription for each customer in cases where multiple subscriptions exist over time. Available selection criteria include:

• Highest Revenue Subscription
• Last Updated Subscription
• Latest Started Subscription
• Longest Subscription Lifetime

For more details, see How to deal with concurrent subscriptions in Segments? — a guide explaining how it helps ensure your segments remain precise, consistent, and actionable when customers hold concurrent subscriptions.

Getting Started with Segments and Customer Attributes

To get started, it’s useful to understand how customer attributes work and how they can be applied when creating segments.

3 Attribute Categories

There are 3 main levels of attributes you can think about when creating segments. These are:

1. Key events
2. Temporal attributes
3. 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 are 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:

(Key event)

Subscription expiry

+ (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. 

Customer Status

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