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' after 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.
See also: Contact details key metrics
You can also see your customer lifecycle stages in:
See also: Customer frequency bands in Ometria