Platform: Enolytics DTC

Summary:

What it is: Membership Aggregate Risk Factor combines all risk indicators (club risk, gender risk, affluence risk, generation risk, ex-club channel risk, and RFM factor) into a single composite score that measures a customer's likelihood of churning or disengaging.

How to use it:
• Identify high-risk customers who need immediate retention attention by filtering for the highest risk scores, allowing you to prioritize outreach efforts where they'll have the most impact
• Segment your customer base by risk level to create targeted campaigns — send different messaging to low-risk customers (upselling opportunities) versus high-risk customers (retention offers)

Tip: Since this aggregates multiple risk dimensions, customers with mid-range scores might have one major risk factor balanced by strong performance elsewhere, so dig into the individual risk components when planning your response strategy.

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:

combination of all risk factors combined (club risk, gender risk, affluence risk, generation risk, ex club channel risk and rfm factor)

Type: float

Format: ##0.0%;-##0.0%