Beta: Engagement features are currently being beta tested. The views described here are being enabled on an individual organization basis. If you would like an analysis run for your organization prior to general availability, contact us.
The Engagement feature of PassPlay seeks to help you understand a few key things about your members:
how much is a member actually getting out of their membership?
what is the correlation between a member’s engagement and the likelihood of them renewing their membership?
PassPlay takes into account various member actions (such as app usage, points activity, reward redemption, guest pass or benefit usage, renewal banner interactions, opens a campaign message) and translates that activity into two numbers:
an engagement score, for how much a member does, and
an engagement tier, for how broadly they use what their membership has to offer.
Those calculations are surfaced through two related features:
Feature | The question it answers | Where you find it |
Engagement scoring | How engaged is this member right now? | The Engagement card on a membership’s details page |
Engagement analysis | Do more-engaged members renew at higher rates? | The Analysis section in the left navigation |
Where to find it
On a membership
Visit Memberships, then open a membership’s detail view. The Engagement summary is presented at the top of the detail view. It will show:
Engagement Tier - None, Low, Medium, or High, with a marker on a bar that shows the tier at a glance.
Engagement Percentile - the band this member is in, with a chart of how many members hold each engagement tier.
Engagement Signals - which signals made the score, as a pie of the points, with a Breakdown button below it.
Clicking Breakdown on the signals card will open the breakdown summary of what activity was used to calculate the score. It lists the observation window, one row for each signal with its count and the points it contributed, the score total, and the tier with the number of categories used.
Note: The breakdown is always a fresh calculation, so opening it also refreshes the tier on the card.
The percentile card
The Engagement Percentile provides an indication of whether this member’s tier is high or low for your organization, relative to all active members. A “Medium” tier member stands differently at an organization where most members are None than at one where most are “High”.
The card names the share of your scored members that this member’s tier holds, rounded up to the next five percent: in the top 40% of engaged members, or in the bottom 20% of engaged members, for example.
The chart below the number counts members in each tier, from None on the left to High on the right. The line is your organization and the colored point on it is this member’s tier. A high part of the line is a tier that many of your members share, and an empty tier keeps its place on the chart.
The card names no band when every scored member of your organization is in the same tier, because there is then nothing to compare.
Only active members that have a score are compared, which is the same group that the nightly update scores. A member that was never scored is not counted, so a group of new memberships does not lift the percentile of everybody else. The card shows no percentile for a member that was never scored, or when there is no other scored member to compare with.
The signals card
The Engagement Signals card breaks the score into the parts that made it. Each slice of the pie is one signal, sized by the points it added, and the legend beside the pie names them. Point at a slice to see how many points it added and its share of the score.
A signal that added no points is not a slice. A member that engaged with more than six signals gets one Other slice for the smallest of them, because a pie with more slices than that cannot be read. A signal always keeps the same color, so the same signal looks the same on every membership you open.
The card is calculated when you open the page and is not stored, which means it can differ from the stored score when the member has been active since the last nightly update. Breakdown stores a fresh calculation and brings the two back together.
How the score is calculated
The score is a weighted total across the observation window. The weights favor higher-intent actions, such as a redemption or a visit, over passive ones:
Signal | Points |
App usage | the usage band, 0 to 4 (see below) |
Points claimed | 2 for each claim |
Rewards redeemed | 3 for each reward |
Guest passes redeemed | 3 for each pass |
Benefits redeemed | 3 for each benefit |
Expiration banner taps | 1 for each tap |
Messages received or opened | 1 for each message |
App usage bands
Every other signal is naturally a small number - a member redeems a few rewards a year, for example. A near-daily app user, though, could collect upwards of 300 app usage events. Added directly, app usage would drown out everything else and the score would essentially become “days they opened the app”.
To offset that, usage days collapse into small frequency bands:
Usage count | Band |
0 | Never |
1-2 | Once or twice |
3-11 | Sporadic |
12-51 | Monthly |
52 or more | Weekly or more |
More app usage still scores higher but it shouldn’t dominate.
An example
Member | Activity | Score |
App only user | 300 usage days, nothing else | 4 |
Active member | 20 usage days, 12 points claims, 4 rewards, 3 guest passes, 6 check-ins | 60 |
The member who is clearly more engaged with the benefits of their membership outranks the member who only ever opens the app.
What counts as engagement
PassPlay measures several categories of member activity:
Category | What it captures |
App usage | Days the member opened their membership in the app, or added their card to Apple or Google Wallet |
Loyalty | Points claimed and rewards redeemed |
Guest passes | Guest passes redeemed |
Benefits | Redeemable benefits used |
Expiration banner | Taps on the in-app membership expiration alert banner |
Messaging | Campaign messages received or opened |
How tiers are assigned
The tier is a measurement of the breadth of engagement: the share of the membership options your organization offers that the member used at least once over the given time period.
Categories used | Tier |
None | None |
Up to 25% of features | Low |
More than 25% and up to 50% | Medium |
More than 50% | High |
For an organization that provides features across six categories, for example, that works out as: 1 category used is Low, 2 to 3 is Medium, and 4 or more is High.
The tier adjusts to what your organization offers
A member is never penalized for a feature you do not offer. A member who only used one category is therefore Low at an organization that offers five categories (app, loyalty, guest passes, benefits, and messaging), but Medium at an organization that only offers the membership app and messaging.
Score vs. Tier
The two numbers measure different things and are not interchangeable:
The score tells you the intensity of a member’s activity.
The tier tells you how much of the membership a member has taken advantage of, relative to what they have access to through PassPlay. Use it to group members.
A member with a high score and a low tier does one thing a lot. A member with a high tier, though, is using their membership broadly.
When scores update
Trigger | What it does |
Nightly update | Rescores all active memberships over a trailing 12-month window |
Breakdown (from the membership detail view) | Rescores that one membership immediately over the 12 months up to now, then shows the result |
Anytime a membership’s tier changes, PassPlay records a record of that to its engagement history, which can provide a snapshot of how that member moved between tiers over time.