Momos Recommended Audiences

Momos Recommended Audience segments are created by grading your customers on three parameters:

• Recency: How long has it been since the customer made an order
• Frequency: Over the last 6 months, how many orders has the customer made
• Monetary Value: Over the last 6 months, how much money has the customer spent total

Each week, we rank all over your customers according to these parameters and divide them into five equally sized "buckets" of consistently engaged customers, and two "special" buckets:

The Five Consistently Engaged Customer Segments:

Champions > Regulars > Casuals > Non-Engaged > At-Risk

For example, customers in the top bucket across all three criteria are labeled "Champions". Customers in the bottom bucket, but who still made a purchase with your business in the last 6 months, are labeled "At Risk".

Special Buckets:

"New Customers" refer to customers who have just made their first purchase with you in the previous 30 days.

“Churned" customers have made a purchase with you at some point in the past, but not in the last six months.

"New Customers" will automatically move to a different bucket in the week where their first purchase was more than 30 days in the past, while "Churned" customers can move into one of the other buckets if they make a new purchase.

Special buckets are calculated first, and all customers within those two buckets are set aside. The remaining customers are ranked and split into the five engaged segments according to the model explained above.

Important Notes

All customers with any purchase history in Momos belong to at least one of these 7 segments. There is no set value for each of these criteria at which point a customer moves from one bucket to another - the range or "ranking" of customers is uniquely calculated from your data each week.

This means that Momos Recommended Audience segments are specifically tuned to your customers' purchase behavior, and that these segments are relative to the purchasing behavior of all of your customers. In other words, if all of your customers on average start spending more with you, more often, a customer can be a "Champion" one week and fall to the "Regulars" category even if they maintain the same purchasing behavior.