Segment by margin
Measure real cohort value, not revenue alone.
04 / BUSINESS CHALLENGE
Increase LTV
Expose retention differences by channel, message and first product—not acquisition cost alone.
DIAGNOSETESTSCALE
STRATEGIC PRINCIPLES
Three questions before choosing tactics.
Map margin and retention drivers by cohort, then update acquisition scoring.
Improve early experience
Prioritize the early moments that predict churn.
Feed acquisition
Feed durable customer traits back into acquisition.
90-DAY ROADMAP
Test for 90 days. Then decide where to invest.
CRM · Content · Measurement
Cohort analysis
Review retention, margin and churn by cohort.
Early lifecycle
Improve onboarding and reasons to continue.
Scoring update
Apply LTV to channel and message scoring.
DECISION METRICS
Metrics for decisions
Gross-margin LTVRepeat RateRetentionPayback Period
NEXT MOVE