# Predictive Rules

* **Affinity:**

  Customer affinity with specific product properties such as color, size, category, or brand. For example, customers whose highest affinity is with the color red.
* **Likehood to purchase:**  Probability or likelihood that a customer will make a purchase considering their behavior. The options are Normal, High or Low. 
* **Customer Lifecycle status:** Current stage or status of a customer within the customer lifecycle. The options for this status Active, Inactive and Churn. 
  1. **Active:** Customers who are currently engaged, making regular purchases, and actively participating with the brand.
  2. **Inactive:** Customers who were once active but have not engaged with the brand recently. They may not have made a purchase or interacted with the platform within a specified timeframe.
  3. **Churn:** Customers who have disengaged entirely and are considered lost or churned. These customers have ceased their relationship with the brand, and efforts may be needed to re-engage them.