From a score to a habit
The score syncs into Braze as an attribute, and the band picks the play. Match the effort to the engagement: reward and advocate for the power customers, re-onboard the dormant onto the core value before asking for anything.
Reward and advocate
A power customer: they show up constantly and use the product broadly. Reward the habit and turn it outward — early access, recognition, a reason to bring others in.
Deepen the engagement
Engaged and consistent. The room to grow is breadth: introduce the products and features they have not touched yet, so their engagement widens as well as holds.
Build the routine
A regular rhythm without much depth. Reinforce the routine and make the next purchase the obvious one, so showing up becomes a habit rather than a decision.
Activate a habit
Light, occasional engagement. The job is a first habit: one relevant, well-timed reason to come back and do the thing that makes the product stick.
Re-onboard
Dormant on engagement, whatever they once spent. Treat them as new again: re-onboard onto the core value, one step at a time, before asking for anything.
Prove it lifted engagement
An activation nudge that fires on people who were coming back anyway proves nothing. Hold a slice out, measure only the gap above them, and the model earns its place on evidence.
Raw before-and-after would claim the whole targeted bar. True attribution counts only the gap above the control, the part that would not have happened without the model. Illustrative.