Action Stream Attributes (ASA)

It's common to have a simple table in your database to help execute Action Streams. You probably already have something similar to this ... your use of the table likely varies.

Here's some of the attributes I routinely provide for clients who ask for Action Stream Attributes (ASA).

• Email Address
• Household_ID
• Kevin's Action Segment (Elite, Loyal, Quality, Average, Struggling, Lapsed Spend, Lapsed Experiment, Lapsed Save $).
• Kevin's Action Segment Score (Probability of Buying in the Next Year).
• Kevin's +/- Indicator (+ = Customer Just Visited Website or Engaged in a Trackable Manner) ... - = Customer Is About To Fall To A Lower Action Segment).
• Months Since Last Purchase.
• Number of Purchases, Past Five Years.
• Average Order Value, Past Five Years.
• Total Demand/Sales Spent, Past Five Years.
• Primary Marketing Channel Purchased From (Email, Paid Social, Paid Search, Affiliates etc).
• Secondary Marketing Channel Purchased From.
• Primary Merchandise Department Purchased From (Mens Tops, Mens Bottoms, Mens Outerwear, Womens Tops, Womens Bottoms, Womens Outerwear, Home, Kids, Accessories etc).
• Secondary Merchandise Department Purchased From.
• Price Point Preference (High, Medium, Low).
• Discount/Promo Buyer (% of spend below average historical price point for an item).
• New Item Preference (% of spend on items new in the past year).

There are plenty of other attributes that end up being client-specific. But what you see above is more than enough to launch a credible Action Stream program.