Do Better Customers Behave Similarly?

Yes!

Which means better customers also deserve Action Streams that are uniquely tailored to them.

Here's an example of customers with two life-to-date purchases, segmented by recency and visit / no visit in the past month, measuring rebuy rates in the next month.

If you last purchased 19-24 months ago AND visited the website in the past month, you are more likely (8.8%) to buy in the next month than a customer who bought 1 month ago and did not visit your website (7.8%).

So yes, better customers behave similarly. 

If you last purchased 25-30 months ago (for instance) and visited the website in the past month, you darn well better craft an Action Stream of unique marketing activities for that highly responsive customer.

Homework Assignment:  Look at the row with twelve months of recency. We'll talk about that row tomorrow.