Segmentation Increases Retention

Defining the Right Customer Increases LTV

Brand: Viggle App

Challenge

Improve user engagement and shape the new customer acquisition strategy

Goal

Increase business KPIs while improving the user experience of new and existing customers.

Strategy

Leverage primary and secondary research to identify the qualities of the best and most profitable customer segments, then model marketing campaigns based on key behaviors.

Results

Created customer segmentation model applying the behaviors of the Top 10% customers, across all users and acquisition targets, resulting in an improvement of:

• 30-Day retention rate by 75% 

• Net registered users increased 78% YOY

• Average time spent in app to over 62 minutes per session