Improve engagement metrics via lifecycle marketing

Growth block. Session 1

This article will delve into the strategies of how to improve engagement metrics through the implementation of lifecycle marketing techniques in 4 steps.

1. Auditing
   1.1. Write down user personas and their touch points with the product
   If you asked your users in your onboarding i.e. Enterprise, SME etc this will help.
   1.2. Natural frequency of engagement for your product <> user personas
   1.3. Identify retention metric for
   - each individual persona (ex. weekly active users for frequent travellers)
   What we’re trying to enhance? Intensity?
   - Time
   - Money
   - Actions
2. Identify opportunities
   - promote existing features (feature spread)
   - check for a buffer in Natural frequency of engagement
   - new use cases
   - moving personas from one group (seldom traveller) to another group (frequent traveller)

2. Set up stacks
Deep linking
A/B test framework (from CRM?)
Attribution SDK
Analytics (amplitude or mixpanel)
Push and email opt-in rates, email deliverability rates
Marketing automation (customer.io)
Events & attribution (to track campaign performance). ProTip: Properties must be the same across the portfolio

3. Plan & roadmap

Credit: Vahe

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