Four signals in, one decision out
The orchestration brain. It does not add a new score, it weighs the ones the other models already produce and picks the single best action for each customer, in the moment, with the maths in the open.
Where it sits: The apex of the loop. It reads RFM, churn, pLTV and engagement, then hands Braze one coordinated decision.
Choose a customer:
RFM-BT
Champion
Platinum tier
Churn
Healthy
risk 4
Predicted LTV
Invest
£1,900 / 12m
Engagement
Power
score 83
The arbitration
Every candidate action is scored on the value it plays for and how urgent it is. The highest score wins. Nothing hidden.
1045
Recognise and protectWinner
pLTV invest, top predicted worth
plays for
£1,900
email
186
Keep warm, efficient always-on
No stronger signal firing, spend little
plays for
£380
email
0
Win back before they lapsenot eligible
Churn healthy (score 4)
plays for
£1,900
push
0
Activate the first habitnot eligible
New or pre-play, the whole value is ahead
plays for
£1,900
push
0
Cross-sell the second productnot eligible
Engaged but single-product, breadth is the lever
plays for
£665
push
0
Nurture the forming habitnot eligible
Rising, engagement E5
plays for
£950
push
0
Protect the standing ordernot eligible
Subscriber, churn is a failed payment not a decision
plays for
£1,900
sms
0
Nudge now, they are duenot eligible
Purchase propensity early (readiness 14)
plays for
£570
push
The call for Jon
Recognise and protect
Coordinated from every model, sent on email, playing for £1,900. pLTV invest, top predicted worth.
Change the customer above and the decision recomputes. Illustrative arbitration; the production decisioning runs on live scores in the warehouse and fires through Braze.