All retention metrics — on one screen

Marketer dashboard: how retention analytics helps make better decisions

Most marketers make campaign decisions based on gut feeling or outdated reports that an analyst prepares once a month. The Flowcot marketer dashboard changes this reality: all key retention metrics are available in real time, without SQL queries and without waiting for reports.

Retention analytics: what to measure and why

Retention analytics is not just graphs for presentations. It's a measurement system that shows how effectively the business retains customers and where churn is occurring. Key metrics without which it's impossible to manage a loyalty program:

• Retention Rate — the share of customers who returned within a given time period (7, 30, 90 days). A baseline metric of customer base health.
• Churn Rate — the share of customers who stopped buying. A critical metric for planning reactivation campaigns.
• LTV (Lifetime Value) — total revenue from a customer over the entire relationship. Shows how profitable it is to invest in retention.
• ARPU — average revenue per user per period. Helps evaluate the effectiveness of upselling and cross-selling.

Cohort analysis without an analyst

Flowcot automatically builds cohort analysis for all new customers. A cohort is a group of customers acquired in the same month. By comparing cohorts, the marketer sees: customers acquired in March retain better than those acquired in November — and can understand why. Perhaps in March, a new loyalty program mechanic was launched that worked.

Such analysis previously required an analyst and complex SQL queries. In Flowcot it's an interactive table available right in the dashboard.

RFM segmentation and action-based use

RFM segmentation (Recency, Frequency, Monetary) is a proven method of dividing the customer base into meaningful segments. Flowcot automatically computes an RFM score for each customer and assigns them to the appropriate segment: VIP, Loyal, Irregular, Dormant, New. The main value is not the segmentation itself, but the ability to immediately launch a campaign for the selected segment: found 200 "Dormant VIP" customers — one click sends them a personal reactivation offer.

Customer analytics: from first visit to brand ambassador

The dashboard shows the complete picture of every customer: when they made their first purchase, which campaigns they received, how they responded, what level they're at now, what transactions they made in the last 90 days. This allows not only analyzing the past but also predicting the future: Flowcot identifies customers showing churn signals before they actually leave, and allows launching a proactive retention campaign.

Predictive churn: stop attrition before it happens

The Flowcot algorithm analyzes behavioral patterns and identifies customers whose churn probability is higher than average. The marketer sees a list of "at-risk" customers and can launch a personal retention campaign in advance — while the customer hasn't yet decided to leave. This is one of the most powerful retention marketing tools available without separate ML infrastructure or a data science team.