Frequently asked questions about AI features – EQ

Personas

For context, see the overview of Personas.

Question	Answer
Can a member be a part of more than one persona group?	No. A moviegoer can only be part of one persona group at a time. However, they can move between persona groups over time.
Which members qualify to be assigned a persona?	Personas are assigned for all members who’ve transacted at least once.
Which data points are used to decide a member’s persona?	A member's persona is decided based on a range of data points, some of which include: Average number of tickets purchased per visit Average concession spend Genres of watched movies Number of distinct sites visited How often they book movies in advance

For context, see the overviews of projected CLV and projected churn.

Question	Answer
Do you calculate projected CLV and projected churn for all members?	Projected CLV and projected churn are calculated for members with at least one visit in the last year.
How frequently are projected CLV/quarter and projected churn/quarter calculated?	They are calculated once every week for the next three months from the date of calculation.
Are the drop-down values for projected CLV/quarter and projected churn/quarter on the home page configurable?	No. The ranges of these values (for example, 18.99–27.12 or 69.41%–84.66%) are determined by the quintiles of the CLV/churn probability distribution. Quintiles divide the data into five segments, each containing 20% of the total members, based on their CLV/churn probability. They are calculated using statistical methods to ensure fairness and consistency. For this reason, the values can't be changed. You can, however, if you want to segment using custom values, use the Custom tab in the CLV/churn filters in the audience builder.