Retention-Driven Growth

4 stages of attribution maturity discussed starting from manual reporting and ending with predictive models leading to better decision quality and high retention.

August 29, 2025

Attribution maturity as a catalyst for growth strategy

Attribution is the foundation of modern marketing decision-making. The more accurately you can connect activity across the funnel, the more confidently you can allocate budget, optimize campaigns, and accelerate revenue.However, attribution capabilities don’t mature overnight, and most organizations move through stages starting with reactive reporting and advancing toward predictive intelligence that closes the loop between engagement and business outcomes.

Nikolai Skelbo

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Retention-Driven Growth

Company Updates

Measuring subscriber performance beyond open rate & CTR using retention lift rate, LTV, and real engagement.

Measuring subscriber performance beyond open rate and CTR

Open rates and click-through rates (CTR) have long been the default metrics for measuring the success of subscriber performance. While they provide a quick pulse check on campaign delivery, they do not reveal whether subscribers are being retained, engaging with content, forming habits, or increasing in value over time.

Predictive analytics for customer retention

Most retention strategies rely on hindsight, looking at why customers left and attempting to patch holes after the fact. Predictive analytics flips that script. It lets teams act before churn happens by identifying risk early and triggering interventions while there is still time to change the outcome.

Role of channel sophistication in scaling subscriber retention

Subscription teams often invest significant effort into refining onboarding flows, upgrade nudges, and reactivation campaigns. While messaging plays a role, long-term impact is shaped by when and how those messages are delivered and whether they reach the right users at the right time.

Assessing subscription retention marketing maturity

Retention is the lifeline for any subscription business. Yet, for all the dashboards and reports, most teams are flying blind when it comes to actual retention strategy.

Martin Johnsen shares insights from 100+ retention experiments at INMA’s Subscriber Retention Master Class, hosted by Greg Piechota.

Post webinar blog: INMA subscriber retention master class with Martin Johnsen

Subscriber retention is not about luck, instinct, or a few well-timed emails. It comes from building a scalable system of continuous experimentation across the subscriber lifecycle. That’s the core lesson from our CEO, Martin Jonsson, who took the virtual stage at INMA’s latest Subscriber Retention Master Class, hosted by Greg Piechota, to unpack what his team learned from running over 100 experiments with publishers around the world.

Learn how the cyclone funnel is replacing subscriber journeys with early conversion, experiments & automated retention in publishing & streaming industries.

The cyclone funnel: Reality of subscriber journeys

For years, the traditional funnel that ruled the publishing and streaming industries' playbook has been attract, engage, convert, and finally retain. This linear model assumes that audiences move predictably through stages, culminating in long-term loyalty. However, this approach no longer aligns with actual subscriber behavior.