Platform: Enolytics DTC

Summary:

What it is: Membership Last Generation Ratio At Cancellation shows the generation-based risk ratio calculated at the moment a wine club membership was cancelled, and only contains values for memberships that have been cancelled.

How to use it:
• Analyze cancellation patterns by comparing risk ratios across different cancelled memberships to identify what risk levels correlate with churn
• Segment your win-back campaigns based on the risk profile members had when they cancelled, targeting former members with different messaging based on their last known engagement level

Tip: Since this only populates for cancelled memberships, filter your analysis to former club members first, then use this ratio to understand which risk segments are most likely to churn.

Note: Parts of this article were generated with AI and may not be perfect. If something looks off or could be better, click the 😞 below — it opens a quick chat so you can let us know.

Quick Stats:

The generation-based risk ratio at the time the membership was cancelled. Only populated for cancelled memberships.

Type: float

Format: ##0%