Signal
A signal is an observed change in customer behaviour, product state, payment health or market context that carries information about future revenue. Signals are the raw input of a decision layer: individually weak and noisy, but collectively enough to separate a customer who is about to expand from one about to leave.
Why it matters for ARPU
ARPU moves because behaviour moves first. A team that only watches campaign metrics sees the consequence; a team that watches signals sees the cause early enough to act on it.
Related terms
Revenue opportunityA revenue opportunity is a named, sized and addressable gap between what a customer segment is worth today and what it could be worth.HypothesisA hypothesis is a falsifiable statement linking an action to a revenue outcome for a defined population: if we do X for segment Y, metric Z moves by roughly N because of mechanism M.Opportunity feedAn opportunity feed is a continuously refreshed, ranked list of revenue opportunities detected in a customer base, each with its population, expected value, supporting evidence and suggested next action.Feature storeA feature store computes, versions and serves the model inputs used in training and in production, guaranteeing that both see the same definition of a feature.