Topic
Most of the growth a company loses is not lost at acquisition. It is lost afterwards: in the onboarding nobody finishes, in the second purchase that never comes, in the user who leaves without saying anything. This is the part of the funnel we write about, and it is the part fewest teams measure.
Cohorts, lifecycle convergence, churn, reactivation, and how all of it turns into flows that run on their own on top of a CDP. Every guide comes out of real client work, so it assumes imperfect data and a small team.
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.
For airlines and travel brands, the same message before and after a flight loses relevance. How to automate communication by trip stage.
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 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.
This is what we do for clients on this front:
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