Decision volume
Decision volume is the number of distinct, evidenced customer-level decisions a business makes in a period. Unlike campaign count or creative volume, it measures how often the business actually chose something different for someone based on their state rather than their segment.
Why it matters for ARPU
ARPU growth in a large base is the sum of many small correct decisions. Raising decision volume while holding quality constant is the most reliable lever available.
Related terms
Candidate actionA candidate action is one specific intervention eligible for one specific customer at one moment: an offer, a message, a price, a plan change, a support intervention or deliberately doing nothing.Growth agentA growth agent is an autonomous worker that runs one stage of the growth-science loop without being prompted: reading signals, writing hypotheses, designing experiments, launching them through connected systems or reading out causal results.Next best actionNext best action is the single intervention that maximises expected value for a specific customer at a specific moment, chosen across every available option including doing nothing.Real-time decisioningReal-time decisioning evaluates a customer's current context and returns an action within the latency budget of the moment, typically tens of milliseconds inside an app or call.