25 episodes

Post-acquisition marketing is massively undervalued.

So much marketing to date has been acquisition-focused. Now the top marketers on the planet are turning to customer experience and user retention.

We interview them and share their secrets with you.

Retention Masterclass John Koetsier, Peggy Anne Salz

    • Marketing

Post-acquisition marketing is massively undervalued.

So much marketing to date has been acquisition-focused. Now the top marketers on the planet are turning to customer experience and user retention.

We interview them and share their secrets with you.

    The new mobile economy runs on subscriptions. How do you optimize them?

    The new mobile economy runs on subscriptions. How do you optimize them?

    Subscriptions are the new revenue. 

    The new economy runs on subscriptions. News, games, videos … transportation … homes … meals … almost everything is or can be a subscription. Which means: if you want to win in the new economy, you’d better get good at driving subscription revenue.

    In this episode of Retention Masterclass, Peggy Anne Salz and John Koetsier interview Vitaly Davydov, CEO and co-founder of Adapty.

    • 27 min
    Apps for kids: 350M installs, subscriptions, and mobile user retention for kids in Sago Mini World

    Apps for kids: 350M installs, subscriptions, and mobile user retention for kids in Sago Mini World

    Apps for kids is a totally difference space than games, on-demand apps, or any other part of the app ecosystem aimed at teens or adults. In this episode of Retention Masterclass, Peggy Anne Salz and I chat with the product manager for Sago Mini World, Brennan Clark.

    Clark, who's led the company to over 350 million app installs and helped Sago Mini World transition to a subscription monetization model in 2017, shares how to ethically market and deliver apps for kids ... and how to deal with the fact that your user is one person, but your customer is another (parents).

    Both Peggy and I loved this interview: super-informative, super-interesting, and packed with insights that will be valuable for mobile marketers of all kinds of different apps.

    • 30 min
    Why NPS is narcissistic. And ... how to achieve 95% accuracy in predicting churn

    Why NPS is narcissistic. And ... how to achieve 95% accuracy in predicting churn

    Forecasting leaky buckets is super-helpful whether you're adding new users to your mobile app or new customers to your SaaS startup. In this episode of Retention Masterclass, Peggy Anne Salz and John Koetsier chat with Lift founder and CEO Dan Hestbaek.

    He works with companies in 90 countries to reduce church by an average of 30% and is able to predict church with astounding accuracy. But NPS is not a great measure, according to Dan.

    We chat about why ... the signs of churn ... the causes ... the solutions ... and how to stop churn before it even starts.

    • 29 min
    Mobile user retention: when you HATE HATE HATE paying for the same user again and again and again

    Mobile user retention: when you HATE HATE HATE paying for the same user again and again and again

    Dan Beasley, co-founder of Viker game studio in London, is launching Who Wants To Be a Millionaire on mobile in December 2020. Peggy Anne Salz and I chat with him on this episode of Retention Masterclass.

    We chat about the new game, about retention-first mobile marketing, typical mistakes in mobile user retention, and his best advice for game designers and marketers. We also talk about aligning app design for retention, what to do after the Corona bump, and what's next in gaming ...

    • 21 min
    Building subscription businesses that monetize: Chatting with Google's former product manager for self-driving cars and iOS app

    Building subscription businesses that monetize: Chatting with Google's former product manager for self-driving cars and iOS app

    How do you build a viable subscription business? Well, knowing your customers' needs better than they do themselves is a good start.

    In this episode of Retention Masterclass, we chat with former Google product manager Nick Hobbs about retention, acquisition, and product strategy for subscription-based businesses. Hobbs worked on the Google self-driving car team and led Google's iOS app. In our discussion, he chats about what he's doing with Brief, his new subscription-based news services that is hot among millennials and is doubling in customer size every month organically, without paid advertising.

    The result: literally startling insights and solid nuggets for anyone growing a subscription-based service or app.

    • 35 min
    Retention by design, with a Rovio art director: creativity, games, and keeping your users

    Retention by design, with a Rovio art director: creativity, games, and keeping your users

    We tend to think of great design as something that captures attention. But is it also something that keeps attention … and fosters retention?

    In this episode of Retention Masterclass Peggy Anne Salz and I are talking with Tatu Petersen-Jessen, an art director at Rovio, about design and creative in mobile games from acquisition to retention.

    Rovio’s mission statement is to “craft joy with player-focused gaming experiences that last for decades.” That’s kind of amazing … decades. Most gaming companies don’t think like that … they think of a day, a week, a few months. Rovio’s thinking retention right out of the gate. It seems to be working, too. In 2018, Rovio announced that their apps had been downloaded 4 billion times … and used in places like the International Space Station and Antarctica. 

    But now … I’m guessing it might be 5 or 6 billion.

    • 31 min

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