Behavioral Segmentation Framework

What & Why

Behavioral segmentation groups users by what they DO, not who they are. A 25-year-old who logs in daily has more in common with a 55-year-old power user than with a fellow 25-year-old who abandoned the product after one week.

Core Behavioral Segments

1. Usage Intensity

Power Users: Daily active, uses 5+ features
Regular Users: Weekly active, uses 2-3 features
Casual Users: Monthly, uses 1 feature
Dormant: No activity in 90+ days

2. Feature Adoption

Early Adopters: Uses new features within 2 weeks
Mainstream: Adopts after 4-8 weeks
Laggards: Only uses core, ignores new features

3. Revenue Behavior

High-Value: LTV > $5000, expansion revenue
Stable: Predictable MRR, low churn risk
At-Risk: Declining usage, approaching churn
Churned: Cancelled or inactive 90+ days

Implementation

Data Signals to Track

{
  "daily_active_days_last_30": 12,
  "features_used_count": 8,
  "time_in_app_hours_last_30": 45,
  "api_calls_per_day": 150,
  "customer_support_tickets": 2,
  "payment_status": "active",
  "days_since_last_login": 3,
  "nps_score": 8,
  "feature_adoption_score": 0.75
}

Segmentation Rules

CASE
  WHEN daily_active_days_last_30 >= 20 
    AND features_used_count >= 5 
    THEN 'Power User'
  WHEN daily_active_days_last_30 >= 8 
    AND features_used_count >= 2 
    THEN 'Regular User'
  WHEN daily_active_days_last_30 >= 1 
    THEN 'Casual User'
  WHEN days_since_last_login > 90 
    THEN 'Dormant'
  ELSE 'Inactive'
END as segment

Actions per Segment

For Power Users

VIP support tier, dedicated account manager
Beta features, input on product roadmap
Expansion opportunities (additional products, higher tier)

For At-Risk Users

Win-back campaigns with special offers
Personalized re-engagement sequences
Feature education for adopted features

For Dormant

Re-activation campaign sequence
Highlight new features since departure
"We miss you" offer (discount, free month)

Measurement

Segment → Churn Rate: Which segments have highest risk?
Segment → NPS: Which are most satisfied?
Segment → LTV: Which drive most revenue?
Segment → Feature Adoption: Who adopts new features?

Tools

Mixpanel, Amplitude, Intercom for out-of-box segmentation
SQL queries on your data warehouse
Segment + downstream CDP tools

Behavioral Segmentation

Spec