The Risk of Churn attribute represents the predicted rate at which a customer is likely to churn.
Optimove’s Machine Learning algorithm will proactively segment customers based on their likelihood of churning into five risk levels: Critical, High, Medium, Low, and Lowest.
These groups are measured as a percentile: meaning each group is compared to the other groups from the same set of customers.
Risk of Churn is reported in the Customer Model and can be used to define target groups.
You can read more about this attribute here.
When to use Risk of Churn and when to use Churn Factor
Churn Factor is a parameter in determining the "Risk of Churn." Churn Factor is calculated on a customer level. Risk of Churn is a predictive metric that takes into account many different factors of the customers' behavior.
Marketing professionals often use these selection criteria together or interchangeably to create more precise target groups or analyze segments' behaviors. Read more here.
Read more about this topic in this article: Identifying and Reengaging Customers at Risk of Churn