The metrics dashboard every lifecycle marketer needs
Most marketing dashboards are built to prove that work is happening, not to drive better decisions. They show…
5 posts
Measuring advocacy: metrics that actually matter
Most teams use NPS as a proxy for advocacy. It isn't. Here's what to measure instead — and why it changes how you invest in your best customers.
Personalization at activation: where to start and where to stop
Personalization at activation is one of the highest-leverage moves in lifecycle marketing. It's also one of the easiest to overcomplicate into paralysis.
The true cost of a lead: a lifecycle perspective
Most acquisition teams optimise for cost per lead. Lifecycle teams know that's only the beginning of the calculation.
How AI is reshaping churn prediction (and what still doesn’t work)
AI-powered churn prediction sounds like the future. In some ways, it is. In others, it's the same old problems with a fancier label.