A contact in Ometria can move through the following lifecycle stages:
|Lead||The contact has been acquired and has not placed any orders.|
|Active||The contact has placed at least one order within the past 182 days.|
|At risk||The contact has placed an order between 182 and 385* days ago.|
|Lapsed||The contact has not placed an order for at least 385* days.|
We define customers as 'lapsed' for just over a year - 385 days. This is so that your customers have a buffer for anniversary purchases, or occasion purchases which a customer might only make once a year, e.g. birthdays, black Friday sales, Christmas etc.
You can check an individual contact's lifecycle status via the Segment explorer.
Select the Contacts tab and choose 'Lifecycle stage' from the Columns filter:
To see an individual customer's lifecycle stage, as well as their predicted 'at risk' or 'lapsed' date, select a contact from the list and check their profile.
You can also see your customer lifecycle stages in:
See also: Customer frequency bands in Ometria