---
title: What is Signal?
url: https://markin.ai/glossary/signal
category: Markin vocabulary
---

# 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 opportunity](https://markin.ai/glossary/revenue-opportunity), A revenue opportunity is a named, sized and addressable gap between what a customer segment is worth today and what it could be worth.
- [Hypothesis](https://markin.ai/glossary/hypothesis), A 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 feed](https://markin.ai/glossary/opportunity-feed), An 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 store](https://markin.ai/glossary/feature-store), A 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.

## Go deeper

- [Markin product](https://markin.ai/product), How signals enter the decision layer.
- [Revenue discovery](https://markin.ai/solutions/revenue-discovery), Turning raw signals into named opportunities.

Source: https://markin.ai/glossary/signal