Deceleration Percentile

Deceleration is the rate at which a customer’s velocity (rate of purchasing) is slowing down.  A customer’s deceleration percentile is where a customer’s deceleration ranks among all customers.  A deceleration percentile of 97% means that only 3% of all customers are decreasing their purchasing at a higher rate.  A customer with a deceleration percentile less than 50 is actually accelerating, buying at a faster rate than previously.  Activate this metric with caution.  Just because a customer is accelerating does not mean the customer won’t defect.