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Actives
Glossaries
| Term | Definition |
|---|---|
| Actives | Active customers are the segment of a company's customer base that has interacted with the brand or made a purchase within a specific, predefined time frame (e.g., the last 30, 90, or 365 days). The precise definition of "active" varies depending on the business model and the product or service purchasing cycle. They are contrasted with "inactive" or "dormant" customers ( lapsed customers ). 2. What is it for / why is it important?Identifying and monitoring active customers is crucial to Customer Relationship Management (CRM) and loyalty strategies. This segment represents the core of the business, being the most engaged and profitable customers. Focusing marketing efforts on active customers is more efficient and less costly than trying to reactivate lost customers or acquire new ones. The number of active customers is a key indicator of a company's health and growth. 3. When is it used / in what context is it useful?The concept is used consistently in:
4. Practical exampleA music streaming platform considers a user to be "active" if they've logged in and listened to at least one song in the last 30 days (MAU - Monthly Active User). Based on this data, they'll send personalized push notifications with new albums from their favorite artists only to this segment, avoiding annoying inactive users. 5. Extra insightThe definition of the active period is strategic and not arbitrary. For a supermarket, a customer could be considered "inactive" after just one month without a purchase. For a car dealer, however, a customer who made their last purchase three years ago could still be considered "active" and contactable for a new model. Choosing the right time frame is crucial for effective segmentation. |
