{"id":57686,"date":"2025-01-30T12:07:16","date_gmt":"2025-01-30T12:07:16","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/57686\/"},"modified":"2025-01-30T12:07:16","modified_gmt":"2025-01-30T12:07:16","slug":"57686","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=57686","title":{"rendered":"+\/-"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<p style=\"text-align: justify\"><span style=\"font-family: arial\">In the NBA, players are occasionally evaluated on a &#8220;+\/-&#8221; metric. If you come into the game with the score 42-34 and you leave the game with the score 54-44, your +\/- is +2 (you were ahead by eight when you came in and you left leading by ten).<\/span><\/p>\n<p style=\"text-align: justify\"><span style=\"font-family: arial\">In Action Streams, +\/- represents a change in customer state.<\/span><\/p>\n<p style=\"text-align: justify\">\n<ul>\n<li><span style=\"font-family: arial\">A &#8220;+&#8221; is when the customer does something positive, like visiting your website or interacting with your community or watching one of your videos on YouTube or clicking through an email campaign.<\/span><\/li>\n<\/ul>\n<div><span style=\"font-family: arial\"><br \/><\/span><\/div>\n<div><span style=\"font-family: arial\">A positive action requires a new Action Stream. If the customer has not purchased in eighteen (18) months and suddenly appears on your website, you suspend your normal email cadence with a new Action Stream. You already do this when the customer abandons a shopping cart. Why not extend the concept when the customer visits your website and looks at low-priced Home merchandise (for instance)?<\/span><\/div>\n<div>\n<ul>\n<li style=\"text-align: left\"><span style=\"font-family: arial\">Contact 1 = Show customer what the customer looked at.<\/span><\/li>\n<li style=\"text-align: left\"><span style=\"font-family: arial\">Contact 2 = Show customer related products.<\/span><\/li>\n<li style=\"text-align: left\"><span style=\"font-family: arial\">Contact 3 = Your best discount\/promotion (since your lust for discounts\/promotions requires action).<\/span><\/li>\n<li style=\"text-align: left\"><span style=\"font-family: arial\">Contact 4 = Show customer content options to keep the customer engaged.<\/span><\/li>\n<\/ul>\n<div><span style=\"font-family: arial\"><br \/><\/span><\/div>\n<\/div>\n<div><span style=\"font-family: arial\">In Action Streams, a &#8220;-&#8221; represents a customer who is about to lapse to a lower \/ less responsive customer segment.<\/span><\/div>\n<div><span style=\"font-family: arial\"><br \/><\/span><\/div>\n<div><span style=\"font-family: arial\">Remember the segmentation strategy I use to classify customers?<\/span><\/div>\n<div>\n<ul>\n<li><span style=\"font-family: arial\">Elite:&nbsp; 75%+ Annual Rebuy Rate + 12 Month Buyer.<\/span><\/li>\n<li><span style=\"font-family: arial\">Loyal:&nbsp; 60% &#8211; 74% Annual Rebuy Rate + 12 Month Buyer.<\/span><\/li>\n<li><span style=\"font-family: arial\">Quality:&nbsp; 40% &#8211; 59% Annual Rebuy Rate + 12 Month Buyer.<\/span><\/li>\n<li><span style=\"font-family: arial\">Average:&nbsp; 20% &#8211; 39% Annual Rebuy Rate + 12 Month Buyer.<\/span><\/li>\n<li><span style=\"font-family: arial\">Struggling:&nbsp; 0% &#8211; 19% Annual Rebuy Rate + 12 Month Buyer.<\/span><\/li>\n<li><span style=\"font-family: arial\">Lapsed Spend:&nbsp; 12%+ Annual Rebuy Rate (worth spending money on).<\/span><\/li>\n<li><span style=\"font-family: arial\">Lapsed Experiment:&nbsp; 5% &#8211; 11% Annual Rebuy Rate (worth testing ideas on).<\/span><\/li>\n<li><span style=\"font-family: arial\">Lapsed Save:&nbsp; 0% &#8211; 4% Annual Rebuy Rate (don&#8217;t spend money, they are unresponsive).<\/span><\/li>\n<\/ul>\n<div><span style=\"font-family: arial\"><br \/><\/span><\/div>\n<\/div>\n<div><span style=\"font-family: arial\">Any customer with a &#8220;-&#8221; is a customer in the lowest percentage point of the band. The customer is about to drop down to a lower segment.<\/span><\/div>\n<div>\n<ul>\n<li><span style=\"font-family: arial\">Example:&nbsp; A Loyal customer drops to a 61% annual rebuy rate. This customer is graded with a &#8220;-&#8220;. This is your signal to DO SOMETHING to prevent the customer from falling from Loyal to Quality status next month.<\/span><\/li>\n<\/ul>\n<div><span style=\"font-family: arial\">In your customer database, you flag any customer with a 76% \/ 61% \/ 41% \/ 21% \/ Lapsed 13% \/ Lapsed 6% rate &#8230; you flag them as &#8220;-&#8220;, and then you DO SOMETHING to stop the customer from sliding down to a lower customer segment. You set up an Action Stream to mitigate the demise of the customer.<\/span><\/div>\n<\/div>\n<div><span style=\"font-family: arial\"><br \/><\/span><\/div>\n<div><span style=\"font-family: arial\">Does that make sense?<\/span><\/div>\n<\/p>\n\n","protected":false},"excerpt":{"rendered":"<p>In the NBA, players are occasionally evaluated on a &#8220;+\/-&#8221; metric. If you come into the game with the score 42-34 and you leave the game with the score 54-44, your +\/- is +2 (you were ahead by eight when you came in and you left leading by ten). In Action Streams, +\/- represents a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[],"dealstore":[],"offerexpiration":[],"class_list":["post-57686","post","type-post","status-publish","format-standard","hentry","category-analytics"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>+\/- Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=57686\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"+\/- Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"In the NBA, players are occasionally evaluated on a &#8220;+\/-&#8221; metric. 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