Projected churn

In Movio EQ, projected churn is the percentage likelihood of a member not transacting in the next three months. Because retaining loyal customers is easier and less expensive than gaining new ones, you can use this to prevent churn and encourage loyalty.

For example, you could send an email to members with a high churn likelihood and offer them a free ticket to a movie they have a high propensity towards. Or send a concession discount to members with a low likelihood of churning to acknowledge their loyalty.

You can create a campaign from the Projected churn / quarter tab on the home page or by adding a filter in the audience builder. You can also create conditional content based on projected churn.

To create a campaign from the home page, enter a churn range for the next three months and click Create campaign.

How projected churn is calculated

As part of calculating projected CLV, we calculate the probability of a member visiting within the next quarter. If that probability is low (or zero), it equates to churn.

See also:

• Projected CLV
• Personas
• Audience filters
• Frequently asked questions about AI features