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…
Data
Analytics, metrics, reporting, and data-driven decision making
15 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.
Organic vs paid: when lifecycle thinking changes your channel mix
Stop comparing channels by cost per lead. Start comparing them by cost per retained customer — the answer will change everything.
What a decade in lifecycle marketing taught me: a framework
After more than a decade designing customer journeys, here's the framework I keep coming back to — and the mistakes I had to make to find it.
The acquisition channels nobody is measuring correctly
Your best acquisition channel might be your worst retention channel. Here's how to tell the difference.
Why your onboarding flow is killing retention before day 7
You're losing users before they even understand what your product does. Here's how to fix the first 7 days.
The first 48 hours: designing activation that actually sticks
Signup is not conversion. Real conversion happens when a user experiences value for the first time — and you have about 48 hours to make that happen.