Best Practices

• Combine Predictive Signals with Behavioral Rules: Enhance precision by layering predictive fields on top of engagement signals—such as combining high Predicted Lifetime Value (CLV) with recent email opens or specific store visits.

• Align Time Horizons with Product Cycles: Match the selected forecast window to your inventory and consideration cycles; use 30–60 day windows for fast-moving retail items, and 180+ days or Brand Horizon for high-consideration purchases.

• Proactively Prevent Churn: Target customers in early or mid-tier risk categories (such as Likely to Churn) with subtle re-engagement campaigns before they transition to critical High Risk tiers.

• Monitor Contact Reachability Before Launching: Always check the Estimated Total Contacts as well as channel-specific breakdowns (Email vs. Mobile) to ensure your message reach meets your campaign requirements.

• Avoid Narrow Multi-Rule Overlap: Stacking too many restrictive numeric filters and qualitative tiers simultaneously can yield zero contacts; loosen numeric thresholds if audience sizes become too small.