A lifecycle stage is a label for where a customer is in their relationship with a brand, such as new, active, at risk or lapsed. It is usually computed from purchase recency and frequency. It gives every team the same vocabulary for who a customer is right now.
Category
Marketing Automation, CDP Fundamentals
Also known as
customer lifecycle stage; customer stage
In practice
Store the stage as an attribute that updates daily and build journeys on the transition, not the state. 'Moved from active to at risk' is a trigger; 'is at risk' is a list.
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