# Value Score
**Value Score Segmentation** is a feature designed to help operators analyse and understand player behaviour.
Value Score segmentation clarifies each player's relative contribution to the business. This insight empowers operators to calibrate their engagement strategies, ensuring marketing resources are focused where they yield the highest return.
This segmentation enables operators to optimize marketing efforts by developing targeted campaigns and strategies to maximize the lifetime value of their player base.
The model classifies players into four distinct value tiers:
* **Top** Value Score: The elite population generating the highest value-per-player for the brand.
* **High** Value Score: The second-highest tier, representing high-value contributors with significant potential.
* **Medium** Value Score: The core player base, performing above the general mass average.
* **Low** Value Score: The mass population with the lowest relative value-per-player.
**Where to find it:**
Value score is presented as two properties for each eligible user:
* **"Core: Value score (30 days)"** with technical name **core\_value\_score\_30d**
* **"Core: Value score (lifetime)"** with technical name **core\_value\_score\_lt**
Both properties are available for segmentation and for all real-time activities, such as journeys, automation rules, missions, tournaments, etc.
The **Value Score report** is available in the Segmentation section of the Marketing view. Additionally, this segmentation is integrated across other Dashboards as a global filter and grouping dimension, allowing the Business to monitor all KPIs through the lens of player value.
### **How the Value Score Model Evaluates Players**
**Eligibility:**
* The entire population with Deposit Activity in the last 30 days is included in the segment calculation.
**Scoring:**
* Players are ranked by their Daily Net Deposits and sorted into four defined groups. Depending on which value band a player falls into, they are assigned a relative score that represents their value to the business.
### **How It Works**
**Visualizing Your Value Score Segments:**
* **Graphical Representation:** The "Value Score Model - Current Population Distribution" chart provides an intuitive visualization of player segments.
* **Segment Details:** Hovering over or selecting a segment provides a detailed breakdown, including the size and percentage of active players it represents.
Each player will have their own Value Score property, which can be used for segmentation and campaigns.
Campaigns can also be triggered by the event of **"Core: Value score updated"** (technical name **core\_value\_score\_updated**), which happens when the value of the user is recalculated
### **Marketing Suggestions**
| **Segment** | **Primary Goal** | **Best Channel** | **Reward Type** |
| ----------- | -------------------- | -------------------------- | ----------------------------- |
| Top | Retain at all costs | Phone / VIP Host | Physical Gifts, Cash, Custom |
| High | Upsell to VIP | SMS / Email / IM | Tiered Bonuses, Competitions |
| Med | Increase Value | Push / In-App / IM / Email | Gamification (Levels, Badges) |
| Low | Automated Conversion | Push / In-App / IM / Email | Free Spins, Leaderboards |
### **Monitoring the Value Score changes**
**Weekly Distribution Trends:** Weekly trend with the share of the players for each Segment
**Monthly Acquisition Quality Indication:**
This chart shows the share of the Top and High Value Score Populations (the 2 highest-value tiers) among all players acquired in each month (players with an FTD Date in that month).
The fluctuations in the share of those two segments out of the total acquired population indicate the quality of the acquired traffic. The higher the share, the better the traffic.
## FAQ
**Q: How often are Value Score categories recalculated?**
They are recalculated daily
**Q: What metrics are taken as the basis for Value Score segmentation?**
The metric, used as the basis for the Value Score Segmentation, is the daily Net Deposit Amount.
**Q: Are the segment boundaries rigid?**
The exact thresholds are constantly changing, based on the player's activity, and the numbers are based on the specific client's data. The measured population is based on a specific Brand.
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