Platform: Enolytics DTC

Summary:

What it is: Membership Last Rfm Risk Factor At Cancellation captures the RFM-based risk score that was assigned to a member at the exact moment they cancelled their wine club membership. This only contains values for cancelled memberships and helps you understand how at-risk these customers appeared based on their recency, frequency, and monetary patterns right before they left.

How to use it:
• Analyze patterns in pre-cancellation behavior by comparing risk scores of former members to identify early warning signs you might be missing in your current membership base
• Segment win-back campaigns based on the risk level members had when they cancelled — someone who left with a low risk score might respond differently than someone who was already showing high-risk behavior

Tip: Compare this against your current members' risk scores to spot similar patterns and potentially intervene before they reach the cancellation point.

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 RFM-based risk factor at the time the membership was cancelled. Only populated for cancelled memberships.

Type: float

Format: #,##0.00