Platform: Enolytics DTC

Summary:

What it is: Membership Last Risk Of Leaving At Cancellation captures the risk assessment (New, Very Low, Low, Average, High, Very High) that was assigned to a member at the time they actually cancelled their membership.

How to use it:
• Validate your risk scoring model by seeing which risk categories had the highest actual cancellation rates — if "Very Low" risk members are cancelling frequently, your model needs recalibration
• Identify patterns in cancelled memberships to improve retention strategies, like discovering that "High" risk members who do cancel might have different characteristics than those who stay

Tip: This only shows data for members who actually cancelled, so pair it with current risk scores to get the full picture of your retention model's accuracy.

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 risk of leaving category at the time the membership was cancelled. Values: New, Very Low, Low, Average, High, Very High. Only populated for cancelled memberships.

Type: string