Platform: Enolytics DTC

Summary:

What it is: Membership Last Outside Club Risk Factor At Cancellation captures the outside-club purchase risk factor that was calculated at the moment a wine club membership was cancelled. This field only contains values for customers who have cancelled their memberships.

How to use it:
• Analyze patterns in members who cancelled to understand if high outside-club purchase risk was a warning sign you could have acted on earlier
• Segment cancelled members by their risk factor levels to tailor different win-back campaigns based on their historical purchasing behavior

Tip: Since this only populates for cancelled memberships, filter your analysis to former club members to see meaningful data in this field.

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 outside-club purchase risk factor at the time the membership was cancelled. Only populated for cancelled memberships.

Type: float

Format: #,##0.00