Understanding which marketing channels lead to the highest customer retention can save money and increase ROI.
Step 1: Define your retention metric
Define what retention means to you – what action are you looking for to indicate a customer is “Retained.” Is this a return session, another sale, or a particular action on the site or app like Heap’s “Run Query” button.
Step 2: Confirm marketing content is being captured in Heap
Ensure you customize your marketing channel properties in Heap OR confirm that UTM parameters are set up.
Customizing your Marketing Channel Property
Out of the box Heap offers an “Initial Marketing Channel” property which can get you off to a great start, but for your data to be the most robust, if it best to create your own customized defined property. Your Marketing Channel defined property allows you to see ALL of your marketing efforts rolled up into this property.
Step 3: Analyze your features!
| Query #1 | Understand Your Retention Rate |
|---|
| Retention | – Start Event: Session – Return Event: Selected Retention Metric – Group By: Marketing Channel |
The results of this query will tell you which how each marketing channels ranks with
retention.
Step 3: Interpret your results and take action
When looking at the results of this report, if retention is a KPI and you don’t have unlimited budget, this data will inform you which marketing channels are your highest performers and which are your lowest performers. This will allow you to confidently allocate marketing spend accordingly and not waste dollars on channels that don’t lead to customer retention.
Conclusion
This simple query in Heap can quickly give you the insights you need to allocate marketing spend to the channels that actually lead to customer retention, and stop wasting money on marketing channels that don’t lead to customer retention.