# Marketing Data The **Marketing Data** section in the Insight Tech Console provides operators with predictive insights about user behaviour across two key areas: **Retention** and **Reactivation**. This section helps marketing teams identify which customers are most likely to churn or return, enabling timely and efficient targeting for bonuses, campaigns, and other engagement strategies. ### Retention tab The **Retention** tab is designed to help operators understand which customers are at risk of churning and which are still engaged. Models predict churn probability and provide supporting metrics such as expected value, active per-day (APDs), and predicted daily stakes. These metrics are grouped into customer segments that reflect behavioural and financial patterns. At the top of the tab, key summary insights give a high-level view of the predicted churn trends: * Percentages of users expected to churn, segmented by churn likelihood (e.g. Most Likely, Likely, Neutral, etc.) * Distribution of APD predictions * Breakdown of user base by estimated EV or GGR The dashboard includes a player segment matrix that combines value and frequency to create easily targetable customer segments. From there, users can dive into individual account predictions and historical metrics.
### Reactivation tab The **Reactivation** tab focuses on users who have already become inactive. It uses the same segmentation logic as the Retention tab but changes the prediction to focus on likelihood of return. Operators can filter by prediction window and access user-level details such as: * Reactivation prediction (expressed as % probability) * Last active date * Lifetime GGR * Average daily stake during the last active period * Reactivation segment and change from previous month Segment summary tables and filters allow campaign managers to quickly shortlist candidates for personalised offers or mass communication.
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