One and Done?

Customer retention is critical for the long-term growth of your brand. It is not enough to acquire a customer who makes a single purchase. It is essential to find ways to convince your one-time buyers to become long-term, repeat customers.

Use a list of one-time buyers to identify combinations of products, time windows, and lookalike audiences that can be used as the starting point for campaigns that focus on turning one-time buyers into repeat customers.

To find one-time buyers, start with the One and Done attribute in the Transaction_Attributes_Extended table, and then set its condition to is true.

The attribute will appear in your segment like this:

Available conditions

The following table lists the conditions that are available to this attribute.

Note

This attribute has a Boolean data type. All Boolean data types share the same set of conditions. Recommended conditions for this attribute are identified with “ Recommended” and conditions with more limited use cases are identified with “ Not recommended”.

Condition	Description
is false	Recommended is false filters your segment to include only customers with at least 2 purchases.
is not NULL	is not NULL returns a list of customers who have made at least 1 purchase, which should be the same list of customers that exists when is_false and is_true are in a segment, both of them are set to “true”, and you are using the OR condition in-between.
is NULL	is NULL should return a list of 0 customers.
is true	Recommended is true filters your segment to include only customers with 1 purchase.