Momentum measures the rate at which users are interacting with your brand. Users who are interacting more than usual with your brand will have a higher score.
It's easy to confuse how momentum and recency differ, but they are actually very different. Universally speaking, we've found them to have a 5% correlation. Recency measures absolute recency of activity, but just because a user has recent activity, doesn't mean they're not at risk of churning.
If a user maintains a constant rate of activity, their momentum score will be 50. If they are more active than they used to be, their momentum will be greater than 50, and might warrant a loyalty offer. If they are less active than they used to be, their momentum will be less than 50, and might warrant a win-back campaign.