Build Your ChurnScores

To build a new ChurnScore: 

1. Click the Create button from your ChurnScore listing page and select Standard ChurnScore.
   
   • You can also choose to create a Composite Churnscore, which uses other ChurnScores as factors. For more information, see Configure a Composite ChurnScore. 
2. In the General section, set up the basic information for your ChurnScore using the following fields. 
   
   • Name: Create a name for your ChurnScore. This will appear in your listing of ChurnScores and drop-down selection menus, so make the name as specific as you can. 
   • Segments: Decide if the ChurnScore will only apply to accounts in a specific segment. This allows you to create very specific ChurnScores, like scores by vertical, product, or customer maturity. 
     • Leave this section blank if you want the score to apply to all accounts. 
   • Grading Scale: Determine how your scores are labeled: red (poor), yellow (ok) or green (good). This scale is broken into thirds by default, but you can use the sliders to make changes. 

In the Factors section, you'll set up the factors that will add in to your ChurnScore. For more information on ChurnScore factors, see: ChurnScore Factors. 

To set up your ChurnScore factors: 

1. Click Create Factor, then select the type of factor you want to create.
   
   • Note that your options will differ depending on which factor you choose. For this article, we chose an "Event > Event Instances" factor as our example. 

2. When you add a new factor, you'll see some fields appear. Fill these out to create your factor:  
   

   1. Name: Enter a name for the factor. This name appears in the listing for the ChurnScore. We recommend a clear and concise name so that you'll always have a good at-a-glance view of what the factor includes.
   2. Type(s): Choose the type of information you want to include in the ChurnScore factor. 
   3. Average child accounts: If you set this toggle to "yes," the factor will be calculated as an average of values from all child accounts that also qualify for this ChurnScore. The data in the parent account is excluded from the calculation. 
   4. Time period: Set a time period for the ChurnScore to look at. The ChurnScore will weigh the factors you set up within the time period you select. 
   5. For these contacts: You can choose to apply the ChurnScore to all contacts in the account OR only contacts in a specified segment. If you choose "Only specified contact segment(s)," the Contact Segment(s) field appears. Use this field to select the segment(s) you want to use to limit the ChurnScore. 
   6. Points for this factor: Each factor in a score is given points. Each score must add up to 100.
      • ex., If you have five total ChurnScores and you wanted them to have an equal amount of weight, you would give each score 20 points. You can customize individual point totals as long as they all add up to 100. 
   7. Point allocation: Allocate points that will "weigh" your factors. When creating ChurnScores, you want to give points for positive behavior.  
      • If the event factor we're using for our Event > Event Instances factor is "logins," we would want to determine what a "good" number of logins would be for the chosen time period. 
      • The top range of your score is inclusive but the bottom range is not. It the top and bottom ranges of adjacent tiers have the same value, the top range will win over the bottom range. 
      • If the event factor we're using for the Event > Event Instances factor is blog posts published, if an account creates ten or more blog posts over the last 30 days, we would give them 100% of the points. If they create 0 blog posts, they don't receive any points. This gives you the flexibility to customize ChurnScores based on your clients' use of your system. If an account creates 10 blog posts or more over the last 30 days, they get 100% of the points. However, if they create 0 blog posts, they get 0 points. 
3. If you want to double-check your score allocations: 
   1. Click the actions menu button at the top right, then select Calculate Factor. 
      
   2. You'll see a list of your top, middle, and bottom 50 accounts, ordered by the factor you've set up. 

Double-Check Your Score: 

Once you've filled out all fields for your score and added in all ChurnScore factors, you can check the accuracy of your score. Click the Calculate ChurnScore button at the top right of your page.

This will open up a window of your top, middle, and bottom 50 accounts, ordered by ChurnScore. You can then look at the list and see if your green accounts are, in fact, in good health. If you think something is off, you can go back and adjust your factors to get a more accurate ChurnScore.