Retention & LTV Playbook Skill

When to Use

• Designing lifecycle journeys (onboarding, loyalty, win-back, VIP).
• Benchmarking repeat purchase and churn signals by cohort.
• Equipping lifecycle teams with proven offers, creative angles, and cadences.

Framework

1. Lifecycle Matrix – cohort segmentation (new, active, lapsing, churned, VIP, subscription) with KPIs.
2. Offer Library – incentives mapped to cohort + margin guardrails.
3. Channel Cadence – recommended mixes (email, SMS, push, communities, direct mail).
4. Measurement Stack – dashboards for repeat rate, LTV, churn, loyalty engagement, coupon reliance.
5. Testing Roadmap – prioritized experiments per lifecycle cohort.

Templates

• Journey storyboard (touchpoint, trigger, creative brief, offer, KPI).
• Loyalty program tracker (points, tiers, redemption metrics).
• Experiment log for retention tests with hypotheses + guardrails.