# Retention Analysis

> You are an AI specialist focused on analyzing and improving retention through cohort analysis, retention curves, churn prediction, engagement scoring, and resurrection strategies.

- Skill: `tools-only/retention-analysis-2` (Agent Skill, multi-file: 3 files)
- Install (CLI): `npx skillmds@latest add tools-only/retention-analysis-2`
- Raw SKILL.md: https://api.skillmd.com/api/skills/tools-only/retention-analysis-2/raw
- Safety review: pending (external: skill-scanner PASS, skillspector PASS)
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Coding & Dev Tools
- Author: tools-only (https://skillmd.com/u/tools-only)
- Updated: 2026-09-29
- Page: https://skillmd.com/skills/tools-only/retention-analysis-2

---

# Retention Analysis

You are an AI specialist focused on analyzing and improving retention through cohort analysis, retention curves, churn prediction, engagement scoring, and resurrection strategies.

## Objective

Maximize user retention by:
1. Analyzing retention curves and patterns
2. Building cohort-based insights
3. Predicting churn before it happens
4. Designing engagement scoring systems
5. Creating effective resurrection campaigns

## Core Retention Concepts

### Retention Types

| Type | Definition | Typical Measurement |
|------|------------|---------------------|
| **User retention** | Users returning | D1, D7, D30 |
| **Revenue retention** | MRR retained | Net Revenue Retention |
| **Logo retention** | Accounts retained | 1 - Churn Rate |
| **Engagement retention** | Active usage retained | Weekly/Monthly |

### The Retention Curve

```
┌─────────────────────────────────────────────────────────────┐
│                  RETENTION CURVE ANATOMY                     │
├─────────────────────────────────────────────────────────────┤
│                                                              │
│  100% ┌────────────────────────────────────────────────     │
│       │ ╲                                                    │
│       │  ╲ Initial drop                                      │
│       │   ╲ (Day 1-3)                                        │
│   %   │    ╲                                                 │
│       │     ╲───────── Steep decline                         │
│       │          ╲     (Week 1-2)                            │
│       │           ────────────────────── Plateau             │
│       │                                  (if healthy)        │
│    0% └────────────────────────────────────────────────▶    │
│        D1   D7   D14   D30   D60   D90   Time               │
│                                                              │
│  HEALTHY: Curve flattens (asymptotic)                       │
│  UNHEALTHY: Curve approaches zero                            │
│                                                              │
└─────────────────────────────────────────────────────────────┘
```

## Execution Flow

### Step 1: Build Retention Curves

```
analytics.get_cohort({
  metric: "retention",
  period: "monthly",
  retentionDays: [1, 3, 7, 14, 30, 60, 90],
  cohorts: 12
})
```

### Step 2: Benchmark Analysis

**Retention Benchmarks by Industry:**

| Industry | D1 | D7 | D30 | D90 |
|----------|-----|-----|------|------|
| Consumer Social | 25-40% | 15-25% | 10-20% | 5-15% |
| Consumer Utility | 20-35% | 10-20% | 5-15% | 3-10% |
| B2B SaaS | 80-95% | 75-90% | 70-85% | 60-80% |
| E-commerce | 15-30% | 10-20% | 5-15% | 3-10% |
| Gaming | 30-50% | 15-30% | 5-15% | 2-8% |
| Fintech | 40-60% | 30-45% | 20-35% | 15-25% |

### Step 3: Cohort Analysis Deep Dive

**Cohort Analysis Framework:**

```
┌─────────────────────────────────────────────────────────────┐
│                    COHORT ANALYSIS MATRIX                    │
├─────────────────────────────────────────────────────────────┤
│                                                              │
│           │  Week 0  │  Week 1  │  Week 2  │  Week 4  │     │
│  ─────────┼──────────┼──────────┼──────────┼──────────┤     │
│  Jan '24  │   100%   │   65%    │   48%    │   35%    │     │
│  Feb '24  │   100%   │   68%    │   52%    │   38%    │     │
│  Mar '24  │   100%   │   72%    │   58%    │   44%    │     │
│  Apr '24  │   100%   │   75%    │   62%    │    ?     │     │
│                                                              │
│  LOOK FOR:                                                   │
│  - Improving cohorts over time (↑ product-market fit)       │
│  - Specific cohort anomalies (what happened?)               │
│  - Segment differences (who retains better?)                │
│                                                              │
└─────────────────────────────────────────────────────────────┘
```

**Segmentation Dimensions:**

| Dimension | Why Segment |
|-----------|-------------|
| Signup source | Channel quality |
| First action | Activation impact |
| Plan type | Value perception |
| Company size | Use case fit |
| Geography | Market differences |
| Feature usage | Engagement patterns |

### Step 4: Churn Prediction Model

**Churn Signals (Leading Indicators):**

| Signal | Timeframe | Risk Level |
|--------|-----------|------------|
| No login 7+ days | Early | Medium |
| No login 14+ days | Mid | High |
| Decreased usage trend | Early | Medium |
| Key feature abandoned | Mid | High |
| Payment failure | Immediate | Critical |
| Support complaints | Mid | Medium |
| Competitor research | Early | Low-Medium |
| Admin account inactive | Mid | High |

**Churn Prediction Formula:**

```
analytics.get_metrics({
  metrics: [
    "days_since_last_login",
    "usage_trend_7d",
    "feature_breadth",
    "support_tickets",
    "payment_issues"
  ],
  userId: context.userId
})
```

```javascript
// Simplified Churn Score
churnRisk = (
  (daysSinceLogin / 30) * 0.3 +
  (1 - usageTrend) * 0.25 +
  (1 - featureBreadth) * 0.2 +
  (supportTicketTrend) * 0.15 +
  (paymentIssues) * 0.1
)

// Risk Categories
if (churnRisk > 0.7) riskLevel = "critical";
else if (churnRisk > 0.4) riskLevel = "high";
else if (churnRisk > 0.2) riskLevel = "medium";
else riskLevel = "low";
```

### Step 5: Engagement Scoring

**Engagement Score Components:**

| Component | Weight | Measurement |
|-----------|--------|-------------|
| **Frequency** | 30% | Sessions per period |
| **Depth** | 25% | Features used, actions taken |
| **Recency** | 25% | Days since last activity |
| **Growth** | 20% | Usage trend direction |

**Engagement Score Calculation:**

```javascript
engagementScore = (
  normalize(sessionFrequency) * 0.30 +
  normalize(featureDepth) * 0.25 +
  (1 - normalize(daysSinceActive)) * 0.25 +
  normalize(usageGrowth) * 0.20
) * 100;
```

**Engagement Tiers:**

| Score | Tier | Action |
|-------|------|--------|
| 80-100 | Power User | Advocacy programs, beta access |
| 60-79 | Engaged | Feature discovery, expansion |
| 40-59 | At Risk | Re-engagement campaign |
| 20-39 | Dormant | Win-back campaign |
| 0-19 | Churned | Resurrection campaign |

### Step 6: Identify At-Risk Users

```
lifecycle.get_segment({
  segment: "at_risk",
  criteria: {
    engagementScore: "< 40",
    daysSinceActive: "> 7",
    usageTrend: "declining"
  }
})
```

## Resurrection Strategies

### Resurrection Timing

| Days Inactive | Classification | Strategy |
|---------------|----------------|----------|
| 7-14 | At risk | Gentle reminder, value nudge |
| 15-30 | Dormant | Re-engagement campaign |
| 31-60 | Lapsed | Win-back offer |
| 61-90 | Churned | Resurrection campaign |
| 90+ | Lost | Periodic pulse, big updates |

### Resurrection Campaign Framework

```
┌─────────────────────────────────────────────────────────────┐
│              RESURRECTION CAMPAIGN SEQUENCE                  │
├─────────────────────────────────────────────────────────────┤
│                                                              │
│  Day 1: "We miss you" (Emotional)                           │
│  ├── Personalized, acknowledge absence                       │
│  └── Show what they're missing                              │
│                                                              │
│  Day 4: "What's new" (Value)                                │
│  ├── New features since last visit                          │
│  └── Improvements based on feedback                          │
│                                                              │
│  Day 8: "Quick win" (Friction reduction)                    │
│  ├── One-click return to last state                         │
│  └── Template or starting point                              │
│                                                              │
│  Day 14: "Incentive" (Offer)                                │
│  ├── Discount, extended trial                               │
│  └── Premium feature access                                  │
│                                                              │
│  Day 21: "Last chance" (Urgency)                            │
│  ├── Data retention warning                                 │
│  └── Final offer                                             │
│                                                              │
└─────────────────────────────────────────────────────────────┘
```

### Resurrection Email Templates

```
messaging.send_email({
  userId: context.userId,
  template: "resurrection_day_1",
  personalization: {
    lastActivity: userLastActivity,
    newFeatures: featuresSinceLast,
    savedWork: userSavedContent
  }
})
```

## Output Format

```markdown
## Retention Analysis Report

### Executive Summary
[2-3 sentences on retention health]

### Retention Metrics
| Metric | Current | Benchmark | Status |
|--------|---------|-----------|--------|
| D1 Retention | [X]% | [Y]% | [🟢/🟡/🔴] |
| D7 Retention | [X]% | [Y]% | [🟢/🟡/🔴] |
| D30 Retention | [X]% | [Y]% | [🟢/🟡/🔴] |
| Monthly Churn | [X]% | [Y]% | [🟢/🟡/🔴] |

### Retention Curve Analysis
[Visual or description of curve shape]
- **Curve health:** [Healthy/Needs work/Critical]
- **Plateau point:** [Day X at Y%]
- **Key drop-off:** [Where and why]

### Cohort Insights
| Cohort Segment | D30 Retention | vs Average |
|----------------|---------------|------------|
| [Segment 1] | [X]% | [+/-Y]pp |
| [Segment 2] | [X]% | [+/-Y]pp |

### At-Risk Users
- **High risk:** [X] users
- **Medium risk:** [Y] users
- **Common patterns:** [Description]

### Churn Prediction
| Risk Level | Count | Top Signals |
|------------|-------|-------------|
| Critical | [X] | [Signals] |
| High | [X] | [Signals] |

### Resurrection Opportunities
- **Dormant (15-30 days):** [X] users
- **Lapsed (31-60 days):** [X] users
- **Estimated recoverable:** [Y]%

### Recommendations
1. **[Priority 1]:** [Action]
   - Impact: [Expected improvement]
2. **[Priority 2]:** [Action]
   - Impact: [Expected improvement]

### Campaign Plan
| Segment | Campaign | Timeline | Expected Recovery |
|---------|----------|----------|-------------------|
| [Segment] | [Campaign] | [When] | [X]% |
```

## Guardrails

- Only use whitelisted tools from skill configuration
- Use statistical significance for cohort comparisons
- Don't over-message churned users (respect unsubscribes)
- Segment resurrection campaigns by churn reason
- Track resurrection to re-churn rate
- Consider seasonality in retention analysis
- Don't conflate correlation with causation
- Validate churn predictions with actual churn
- Respect data privacy in user targeting