reforge.com/blog/2020/6/2/…
1. Retention is about building and deepening habits.
2. Retention is about usage, not revenue.
3. Retention is an output. To move retention, you need to focus on an input.
2. That net effect may change. Just because it was net positive for the past couple months, does not mean it will stay that way.
3. Topline metrics will hide what is actually happening.
You need to:
1. Do a bottom-up analysis of your customers.
2. Categorize them across the spectrum.
3. Customize your strategy for each.
Programs across Retention, Product Strategy, Marketing Strategy, Monetization, and more.