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.
Data
Analytics, metrics, reporting, and data-driven decision making
11 posts
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.
The email sequence anatomy: what to send in the first 30 days
The first 30 days of email communication define your relationship with every new user. Here's the anatomy of a sequence that actually retains.
The retention audit checklist: 12 points to diagnose silent churn
Most retention problems hide in plain sight. This 12-point checklist helps you find them before your customers leave.
5 onboarding mistakes that inflate your vanity metrics
A 90% onboarding completion rate means nothing if users still churn by week three. Here are the five mistakes creating that gap.
From satisfied to advocate: the loyalty gap most brands ignore
Satisfaction is not loyalty. And loyalty is not advocacy. Most brands confuse all three — and leave their biggest growth lever untouched.