Retention & lifecycle
Why Most Black Friday Buyers Never Come Back
Cyber Monday 2025 discounts topped 30% and BNPL hit $1.03B, per Adobe. Why that buyer behaves differently from a real new customer, and how to tell them apart.
Articles
Data & measurement
Selling on social media in Peru: the order that only lives in the chat
In Peru, 701,000 businesses sell through social media with no checkout of their own. What happens to the order when it only exists in an Instagram chat.
Retention & lifecycle
Día de la Madre in Argentina: the gift buyer is not your next customer
Argentina's Mother's Day ticket rose in pesos but bought less gift, per CAME. Counting that buyer as a new customer overstates your retention numbers.
Retention & lifecycle
What the WhatsApp 24-hour messaging window means for your business
Reply to a customer outside WhatsApp's 24-hour window without an approved template, and the message does not send. How the rule actually works.
Retention & lifecycle
The Día de Muertos Shopper Is Not a New Customer, They Are Seasonal
An altar for Día de Muertos cost 18% more in 2025, per ANPEC. Someone who only buys for that date isn't a new customer: they come back next year.
Retention & lifecycle
The service no-show your dealership loses without noticing
A customer books a car service appointment and never shows up. The dealership can't tell if they forgot, postponed, or switched to another shop. How to close that data gap.
Retention & lifecycle
How to Reduce Account-Link Drop-off in Fintech Onboarding
Account-link drop-off in fintech onboarding costs more than a failed KYC. What Plaid's published data on Stash shows, and how to track the real gap.
Data & measurement
How to measure a loyalty program: our talk at LOMA 2026
Redemptions and participation rise even when a program changes no purchase at all. The five-step method and holdout design we presented at LOMA 2026.
Data & measurement
Cash payments in Mexico: when a cart is not abandoned, just pending
In Mexico, 17% pay in cash at a store and 13% pay cash on delivery, per AMVO. Why counting those orders as abandoned carts is a measurement mistake.
Data & measurement
Aguinaldo and sales: is the spike the date or your campaign
Argentine law pays the mandatory year-end bonus on the same two dates every year, to nearly the whole workforce at once. How to tell that effect apart from a campaign.
Retention & lifecycle
Fintech cross-sell: why customers stay stuck on one product
Every product inside a fintech tracks its own activation, but nobody measures how many customers use more than one. How to build that view without new data.
Retention & lifecycle
When to Prep Your CRM for Black Friday and Cyber Monday
US online spending already climbs in October, per Adobe Analytics. Why your CRM segments need to be ready before Cyber Week starts, not during it.
Paid media
Buen Fin in Mexico: The Demand That Does Not Need New Ad Spend
Buen Fin pushes every brand to bid for the same shopper the same week. How to reach part of that demand without fighting that auction.
Data & measurement
Price increases and churn: how to know if that is why the customer left
In Argentina, prices go up almost every month. When a customer does not come back after one, price is not always the cause: how to isolate the real effect.
Retention & lifecycle
Airline no-shows: why a booking is not a completed trip
What a no-show means in airlines, why it differs from a cancellation, and how it breaks post-flight messages when the CRM cannot tell the two apart.
Paid media
Programmatic Media Buying in Mexico: Reach Is Not Enough Without Your Own Data
Programmatic buying purchases impressions, not customers. What data you need before scaling it in Mexico so it stops targeting people who already bought.
Retention & lifecycle
Shipping notifications: how to turn them into a retention channel
The shipping notification is the message customers open the most and brands use the least. How to turn it into a retention channel without adding a new one.
Retention & lifecycle
Why WhatsApp beats email with US Hispanic customers
A third of US adults use WhatsApp, and Hispanic adults use it most, per Pew Research 2025. Why that matters for confirmations, support and win-back.
Retention & lifecycle
Building loyalty for a customer who pays through Yape, with no email on file
In Peru, many Yape and Plin payments come with a phone number and a WhatsApp chat, nothing else. How to turn that chat into a loyalty channel, no email needed.
Data & measurement
Cart abandonment in Mexico: the four reasons behind the 84%
84% of online shopping carts in Mexico get abandoned before checkout, per AMVO. Four different reasons call for four different responses, not one generic email.
Retention & lifecycle
Hot Sale in Argentina: how to tell new customers from pulled-forward sales
Argentina's Hot Sale 2026 revenue grew 19%, but half of businesses sold in three days what they sell in three weeks. How to tell the two apart.
Retention & lifecycle
Involuntary Churn: What It Is and How to Prevent It
Involuntary churn is not a decision, it is a failed charge. How to separate it from voluntary churn, measure it on its own, and recover it with timely retries.
Retention & lifecycle
Online course dropout: why enrollment does not predict who finishes
Enrollment in an online course does not say who will finish it. How to measure completion by cohort and what to trigger before a student drops out.
Retention & lifecycle
Auto dealership follow-up in Mexico: what happens after delivery
In Mexico, most dealerships go quiet after handing over the keys. How to use the data already on file to stay relevant until the next purchase.
Retention & lifecycle
The customer who paid in installments takes longer to come back
In Argentina, a customer who financed a purchase in installments has less card room to buy again until it is paid off. How to read that timing right.
Data & measurement
Acquisition, conversion or retention: how to find where your problem is
Revenue stalled and the reflex is to spend more on ads. Compare three numbers, new customers, conversion rate and repeat purchases, to find what broke.
Retention & lifecycle
The second purchase: the metric missing from a new ecommerce report
In a new ecommerce store the first sale is bought by the algorithm. The second sale shows whether the business works without paying for the same customer twice.
Retention & lifecycle
Airline messaging: what changes before and after the flight
For airlines and travel brands, the same message before and after a flight loses relevance. How to automate communication by trip stage.
Paid media
Interest-free installments: why order value rises without a better campaign
In Argentina, more interest-free installments tend to inflate average order value. How to separate that financing effect from a campaign real performance.
Paid media
Marketing on payday in Mexico: what changes every 15 days
In Mexico, spending power concentrates on payday. How to align ad spend and lifecycle messaging to that biweekly cycle, instead of spreading it evenly.
Data & measurement
LTV with high inflation: the number that grows even when customers do not spend more
In Argentina, LTV in local currency rises on its own, carried by prices. How to separate real customer value from inflation noise, cohort by cohort.
Data & measurement
Attribution models: why last click is lying to you
Last click gives all the credit to the channel that closes and none to the one that created the demand. What each model rewards and which one fits your decision.
Retention & lifecycle
Fintech onboarding: where users drop off before the first payment
The steepest fintech onboarding drop-off happens in the hours right after signup, before the first funded deposit. How to track that decay curve and act on it.
Retention & lifecycle
Customer retention: the three-stage framework we use
Retention does not get fixed with a reactivation campaign. It gets fixed by placing every customer in their lifecycle stage and measuring where the base stops leaking.
AI & automation
Answer engine optimization: how to get AI to cite your brand
Classic SEO competes for the ranking. AEO competes for the citation. What changes when search answers instead of listing links, and the five things that actually move it.