Health and Churn

Health and churn signals turn raw activity into prioritization: who’s cooling off, who’s worth a win-back, and who’s healthy enough to leave alone.

The signals

Enrichment and engagement data roll up into a few signals you can segment and query on:

Engagement score (0 to 100), a weighted blend of recent on-chain activity, active days, holdings, and portfolio value. See Wallet Enrichment.
Churn risk, derived from how recently a contact was active: low within 30 days, medium at 30 to 60, high beyond 60, plus unknown for wallets with no recorded activity.
Days since last activity, the raw recency behind churn risk.

All three are columns on the contact_360 view, so you can build any cohort from them in the SQL editor.

Questions they answer

Which high-value wallets are cooling off and need follow-up?
Which contacts open emails but have gone quiet on-chain?
Which audience should get a campaign versus an automation branch?

-- Dormant whales worth a win-back
SELECT email, wallet_address, portfolio_value_usd, days_since_last_activity
FROM contact_360
WHERE portfolio_value_usd > 10000 AND churn_risk IN ('medium', 'high')
ORDER BY est_ltv DESC NULLS LAST
LIMIT 100

Recommendation

Treat these as prioritization inputs alongside contract behavior, campaign response, and product context, not as isolated scores. A high churn risk on a wallet that just minted means something different from one that never engaged.

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The signals

Questions they answer

Recommendation

​The signals

​Questions they answer

​Recommendation

The signals

Questions they answer

Recommendation