Now that you have an introduction to what each factor does, you are now ready to implement your ChurnScores. When you click to Add a factor, you will be presented with a few options. Note these options will be different depending on what factor you choose. For this example, we chose an "Application Event" factor.
- Event Type- choose what event you want to include in this ChurnScore factor
- Average Children- If this option is set to yes, the factor will be calculated as an average of values from all child accounts who also qualify for this ChurnScore, and the data in the Parent itself is excluded from the calculation
Note: If no children qualify for the ChurnScore, the factor will use the Parent account's data to calculate the factor score. If there are no child accounts associated with the account in question, the factor score is calculated as if the Average Children setting was not enabled.
- Time Period- What time period do you want to set for this Factor? This can differ based on the factor type. For example, the "Activities - Number of Activities" factor will grab activities that have a Close Date within the specified time period.
- For these Contacts- This can be for all contacts or only contacts in a specific segment
- Criteria- This allows you to filter the records that are being used in the factor calculation. For example, if you are using the "Custom Table - Number of Records" factor, segment filters can be selected to filter the Custom Table records that you would like to be considered in the factor calculation.
- Factor Total Points- For a single ChurnScore, the total points must add up to 100. So if you have 5 factors in your ChurnScore, each could be 20 points, or you could weight them differently, as long as they add up to 100.
- Point Allocation- When creating ChurnScores, you want to give points for positive behavior. So if the event factor we are using is Logins, you can determine what is a good number of logins within your given time period (the last 30 days).
- Note: The Top Range is inclusive -- the Bottom Range is not. Keep this in mind if the top and bottom ranges of adjacent tiers are the same value -- the Top Range will win
- Since we are giving points for positive behavior, notice that if an account creates 10 blog posts or more over the last 30 days, we are giving them 100% of the points. However, if they create 0 blog posts, they are getting 0 points. This grid gives you flexibility to really customize your ChurnScore values based on your clients' usage of your system.
Note: At the bottom of the ChurnScore configuration screen, there is an option to copy a ChurnScore into a new one. This can be useful if you'd like to have two or more similar ChurnScores, as you won't have to set up the new one from scratch.
How do you know if you are setting the correct point allocation for your accounts? You can easily check with Calculate ChurnScore Factor and Calculate Churn Score
Caclulate ChurnScore Factor
When you are setting up an individual factor, you may not know exactly if the numbers you are entering in are correct. Let's take our above login example. If you are unsure, you can click Calculate ChurnScore Factor, which will bring up a list of your Top, Middle, and Bottom 50 accounts, ordered by the amount of logins. You can then easily gauge if your Point Allocations are correct
Once you have all of your factors determined, how do you know that they will all work together to give you an accurate ChurnScore? You can preview your ChurnScore by clicking the Calculate ChurnScore button under the description at the top of the 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 according to ChurnZero 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
Note: You may notice that the ChurnScore Risk and Points numbers you see above do not match what you see in the ChurnScores tab of your accounts. This is because ChurnScores are recalculated nightly, meaning the number you see when you click Calculate ChurnScore/ChurnScore Factor will show in the account's ChurnScore tab tomorrow morning.
NEXT: Finding ChurnScores