Loyalty · The behaviour · Element
The share of spend
What proportion of the customer’s category spending the brand receives.
The part
What it is
A customer buying regularly and giving you a fifth of their category spend is not loyal, and the transaction record cannot tell you that.
It requires asking, which is why it is the most informative and least collected loyalty measure.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.