Case studies

How the Frequency of Features Used by High and Low Engaging Customers Determine Retention

Marketing campaigns were developed and launched for a software product provider known for its multimedia and creativity software products. Insights on early growth drivers helped increase customer engagement with the product and used in the marketing campaigns for new subscriptions. The engagement for the targeted features increased by 78%.

The Problem
Marketing budgets were not utilized efficiently.

The Before state
Clients were addressing the issue by running ad-hoc experiments on the customer life cycle to test the engagement.

The LatentView Solution

  • We compared the retention trend for all our customers across months who use different product features for baselining the E&R KPIs.
  • The engagement KPI metrics for high and low-engaging customers were obtained.
  • At the product level, we monitored the kind of action/engagement the customer was making at definite time intervals.
  • Took different approaches for each product to discover the AHA moment. For example, the AHA moment for a video editing app was when high-value customers used a particular “edit” feature four times within a seven-day period. This way, we knew what action a low-engaging customer should take to convert them into a highly engaging customer.

The After state

  • Marketing campaigns were developed and launched through email messages, in-app pop-ups, and push notifications, eventually rendering four percentiles an increase in retention.
  • Insights on early growth drivers helped increase customer engagement with the product and used in the marketing campaigns for new subscriptions.
  • Engagement or activity for the features targeted increased by 78%.

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