Originally published at: https://www.feverbee.com/analyse/
Most people work from a simple assumption (e.g. “higher levels of activity per member, an increase in retention rates”). This means you measure activity per member and design your engagement activity to maximise activity per member.
The downside is you haven’t proved if the relationship is true (i.e. does it correlate well?), nor the influence levels of activity have on an individual’s retention rate (does it account for 100% or 5% of retention rate increase?), nor whether the relationship is linear (does it drop off after a certain level?).
You could blindly be pursuing more activity when data might show…