Everyone has a rhythm. Time the nudge to it.
Every customer has a personal purchase rhythm, and the model reads it. Churn tells you who is slipping away; propensity tells you who is ready right now.
Where it sits: The Predict stage of the loop, pointed forwards: it reads the same cadence RFM reads, and pushes a readiness score into Braze so the nudge lands on their clock, not the campaign calendar.
The rhythm
Nobody purchased on a global average. The model measures each customer's own gap between purchases and treats that as their cycle.
The due window
Readiness peaks around one full cycle since the last activity. Just before it, prepare; inside it, nudge; past it, recover gently before it becomes a lapse.
Why timing beats volume
One message that lands when a customer is due outperforms five that interrupt. Suppressing the early is as much a play as sending to the due.
The same customers, through the readiness lens
The cast you met in RFM, re-read for where each sits in their own cycle. Tap any customer to see their full journey.
Typically back every 7 days, and it is day 7 now.
Typically back every 10 days, and it is day 7 now.
Typically back every 10 days, and it is day 28 now.
Typically back every 30 days, and it is day 28 now.
Auto-renewing: the next order arrives on schedule, not on a rhythm read.