Understand which customer groups contribute to the greatest lifetime value, and expose trends in revenue, acquisition source, and user attributes and activities.

Let’s say you’re a retailer who wants to attract new customers and you found that your highest LTV customers are women ages 18-24, in college, and live in urban areas. Create targeted acquisition campaigns on social media to attract similar customers.

View user retention trends in detail and spot patterns over time to understand which users are most loyal and how your engagement strategy impacts that loyalty.

Take a streaming service, for example. They found that users who view two videos within the first week of downloading the app are 30% less likely to churn. Now you can create onboarding campaigns to encourage video views soon after your app was downloaded, thus increasing retention.

Understand the flow of user activity so you can optimize key points of the user experience. Uncover drop-off points or find where you may need to nudge certain customer groups to help increase engagement and conversions.

Imagine you’re a bank and you find that after customers who intend to make a transfer end up dropping off after the second step. Address this trouble spot quickly by sharing a tutorial via an app inbox message to guide users to completion, and then work with your developers to find a permanent fix.