It’s common to have a simple table in your database to help execute Action Streams. You probably already have something similar to this … your use of the table likely varies.
Here’s some of the attributes I routinely provide for clients who ask for Action Stream Attributes (ASA).
- Email Address
- Household_ID
- Kevin’s Action Segment (Elite, Loyal, Quality, Average, Struggling, Lapsed Spend, Lapsed Experiment, Lapsed Save $).
- Kevin’s Action Segment Score (Probability of Buying in the Next Year).
- Kevin’s +/- Indicator (+ = Customer Just Visited Website or Engaged in a Trackable Manner) … – = Customer Is About To Fall To A Lower Action Segment).
- Months Since Last Purchase.
- Number of Purchases, Past Five Years.
- Average Order Value, Past Five Years.
- Total Demand/Sales Spent, Past Five Years.
- Primary Marketing Channel Purchased From (Email, Paid Social, Paid Search, Affiliates etc).
- Secondary Marketing Channel Purchased From.
- Primary Merchandise Department Purchased From (Mens Tops, Mens Bottoms, Mens Outerwear, Womens Tops, Womens Bottoms, Womens Outerwear, Home, Kids, Accessories etc).
- Secondary Merchandise Department Purchased From.
- Price Point Preference (High, Medium, Low).
- Discount/Promo Buyer (% of spend below average historical price point for an item).
- New Item Preference (% of spend on items new in the past year).
There are plenty of other attributes that end up being client-specific. But what you see above is more than enough to launch a credible Action Stream program.
