Cover art for podcast Retention Masterclass

Retention Masterclass

25 EpisodesProduced by John Koetsier, Peggy Anne SalzWebsite

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.

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

February 24th, 2021


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 …

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

January 2nd, 2021


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 …

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

December 7th, 2020


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 …

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

November 19th, 2020


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 …

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

November 12th, 2020


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 …

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

November 6th, 2020


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 …

Mobile measurement in the age of privacy with Brian Krebs of MetricWorks

October 28th, 2020


As every mobile marketer on the planet knows … iOS 14 will in effect deprecate the IDFA by making it opt-in. The IDFA is likely going the way of the dodo bird and the third-party cookie. The Google Ad ID (GAID) might …

From Batman to you: mobile app retention for UTILITY apps

October 22nd, 2020


We almost never talk about utility apps. That's odd, because utilities is a top-5 app category on both Google Play and iOS, and there are many …

What can 120 million members and $1.7 billion in cash rewards teach us about retention?

October 8th, 2020


What can 120 million members and $1.7 billion in cash rewards teach us about retention? 

You’ve probably never heard of Prodege. But you’ve probably heard of SwagBucks, or MyPoints, ShopAtHome, CouponCause, or Shoply, …

The mobile user retention tech stack with Christian Eckhardt, CEO of Customlytics

September 25th, 2020


We all know about the mobile growth tech stack ... but what tech stack do you need for world-class mobile user retention?

In this episode of Retention Masterclass, Peggy Anne Salz and John Koetsier chat with Christian …

Product is the new marketing: chatting with the chief product officer of CleverTap

September 10th, 2020


Retention is simple. But simple … doesn’t mean easy.

In this episode of Retention Masterclass we chat with Vishal Anand, the CPO of CleverTap. Marketers spend a lot of time focused on how to retain users: what to do, …

Fat funnels, marketing, and doctors that drive customer retention

August 21st, 2020


Are fat funnels good, even for medical professionals?

Every smart marketer knows that customer retention is about much more than marketing. So today we’re talking to a head of product. She happens to be Dr. Ruth …

PicsArt: What acquiring 1 billion users teaches you about retention

August 6th, 2020


What does acquiring a billion users teach you about retention?

In this episode of Retention Masterclass Peggy Anne Salz and I chat about PicsArt, which is a true global phenomenon. It’s in the top .1% of apps in terms …

Hooked: how to build mobile habits for better user retention, with Fouad Saeidi from App Growth Network

July 22nd, 2020


How do you hook mobile users to maximize retention?

In this episode of Retention Masterclass, Peggy Anne Salz and John Koetsier interview Fouad Saeidi, the founder of App Growth Network. He's a gamer, he makes games, …

Benchmarks are bogus and measurements are meaningless, with Brian Balfour of Reforge

July 16th, 2020


Are benchmarks bogus? Is measurement meaningless?

In this edition of Retention Masterclass, Peggy Anne Salz and John Koetsier chat with Brian Balfour about the perils of benchmarks and measurement.

Brian was the VP of …

Superheroes of mobile: Getting, keeping, and monetizing users with the best in the business

June 26th, 2020


How do you grow your mobile business sustainably for the long term?

In this episode of Retention Masterclass, Peggy Anne Salz and John Koetsier

talk about what every mobile publisher wants: great users and great …

Personalization is a plus in a pandemic: Ian Leslie, CMO of Industry West

May 28th, 2020


How do you get people to spend $3,000 online for a sofa they’ve never couchsurfed? And how do you increase sales while decreasing cost of customer acquisition?

In this episode of Retention Masterclass Peggy Ann Salz and …

Mobile engagement, retention, and frameworks with the godfather of the mobile growth stack, Andy Carvell

May 15th, 2020


Any mobile marketer wants better engagement and higher retention. One of the ways to get there is applying the right frameworks with the right tools …

Dark arts & magic in marketing: Ogilvy vice-chairman Rory Sutherland on data and when not to use it

April 30th, 2020


You don't get 7 million TED talk views for nothing. Rory Sutherland is the Vice Chairman of Ogilvy UK and the author of “Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life.”

And we …

MasterClass' top marketing expert on Retention Masterclass: Thomas Hopkins, performance and lifecycle marketing manager at Masterclass

April 15th, 2020


You're not seeing double. It is very meta, but we have a top exec from THE MasterClass ... the one with teachers like Serena Williams, Martin Scorsese, Dr. Jane Goodall, Natalie Portman, and Gordon Ramsey ... on …

Customer acquisition and retention in a COVID-19 world with Rebecca Nackson (iHeartMedia, Audible, IBM, Notable)

April 3rd, 2020


Do marketers have funnel vision? Do they have the right tools, tech, and tactics for customer retention? And the right teams working in harmony?

Magnetic brands: attraction is the new acquisition

March 23rd, 2020


If your brand disappeared tomorrow … would anyone care?

Peggy Anne Salz and John Koetsier interview CleverTap's head of brand Charles Orlando. He's a …

Customer retention for on-demand services: learning from Uber and Wag

March 12th, 2020


Jessy Hanley has led marketing and retention roles at Uber and Wag, and she's now leading similar efforts at a multi-billion-dollar global brand.

In …

Solving customer retention 8,000 apps at time

March 3rd, 2020


According to AppsFlyer, brands are spending $60B this year to acquire new mobile users. But within a week marketers have lost nearly 66% of their …

Retention is the new acquisition (and ... hello world!)

February 25th, 2020


The marketing world has gorged on acquisition over the past decade. Cheap VC money and an explosion of marketing technology for measurement and …

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