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Retention Rate Impact Charts

Retention Rate Impact Charts

A retention rate impact chart shows how a Kahuna message cohort affects the retention rate of the users in your organization. Kahuna's impact charts show the percentage of users returning for three cohorts:

  • Push versus No Push
  • Kahuna versus Global Control
  • Kahuna Push versus Global Control Push

Retention rate is a measure of the percentage of message recipients who returned to use your mobile application over a given time period. Retention rate shows at a glance what percentage of users remained engaged over the entirety of a time series. The descending contour of a retention rate chart indicates the natural fall-off of users over time. That is, considerably fewer users are inclined to return to use a mobile application after 31 consecutive days than those who return after three days. Retention rate charts clearly reveal, however, how Kahuna messaging affects retention rate when compared to no Kahuna messaging.

Kahuna impact charts indicate whether the subgroups in a cohort are almost certainly different as well as how different they are. You can choose to view impact charts by sampling intervals of days, weeks, and months.

In this topic:

Push Retention Rate

The Push retention rate chart compares the retention rates of users who have received at least one push message from Kahuna to those of users who have not received any push messages. If users disable notifications, fail to meet push campaign criteria, or fall into the global control group, they do not receive push messages. Users remain in the No Push group until they receive a Kahuna push message. To activate this chart, select Push vs No Push.

Kahuna Retention Rate

The Kahuna retention rate chart compares the retention rates of Kahuna group members to those of Global Control group members. In this impact chart, Kahuna group members have received at least one Kahuna message (Push, Email, or In-App). Global Control group members have never received a Kahuna message. No Global Control group member is eligible for a Kahuna message campaign. To activate this chart, select Kahuna vs Global Control.

Global Control Push Retention Rate

The Global Control Push retention rate chart is a hybrid of the Push retention rate chart and the Kahuna retention rate chart. It compares the retention rates of users who have received at least one push message from Kahuna to those of users in the Global Control group who, had they not been randomly selected as Global Control group members, would have been eligible to receive push messages. If users disable notifications, fail to meet push campaign criteria, or fall into the global control group, they do not receive push messages or fall into the Global Control Push group. To activate this chart, select Kahuna Push vs Global Control Push.

Statistical Significance

Kahuna impact charts show subgroup comparisons over time and use color saturation to indicate whether they are truly different (statistically significantly different). A significant difference is supported irrefutably by probability theory. For example, probability is high that 1000 observations averaging $100 ± $5 is significantly higher than 1000 observations averaging $50 ± $5. So, the difference between these two observations would be statistically significant. Significantly different comparisons appear more saturated, or darker, than insignificantly different comparisons.

As you hover over each comparison of the time series, a tooltip appears showing retention rate and significance of difference as percentages. A statistically significant difference indicates a strong probability there is a strong and meaningful difference between the two cohorts. Significance is meaningful when over 95 percent. For clarification and details, see Statistical Significance.

Update Frequency

Impact charts reflect a continuous stream of event data. Chart update frequency is typically under 60 seconds. When you select an impact chart, the results are cached for one hour. After that cache expires, a new or refreshed chart reflects updated data.

Sampling Interval

Depending on the range covered by your campaign, you may select the following sampling interval views for your Kahuna Impact Chart:

  • Days
  • Weeks
  • Months

The daily retention rate chart reflects the daily percentage of users who, over their first 31 days after first using your mobile application, returned to use it again. For example, after using your mobile application for the first time, 70 percent of users returned after at least five days and 50 percent returned after at least 31 days.

The weekly retention rate chart reflects the weekly percentage of users who, over their first 52 weeks after first using your mobile application, returned to use it again. For example, after using your mobile application for the first time, 75 percent of users returned after at least five weeks and 40 percent returned after at least 52 weeks.

The monthly retention rate chart reflects the monthly percentage of users who, over their first 12 months after first using your mobile application, returned to use it again. For example, after using your mobile application for the first time, 65 percent of users returned after at least three months and 40 percent returned after at least 12 months.

Data Export

You can export the tabular data used to render each Kahuna impact chart. To export data as a comma-separated value (CSV) file, click the Export chart data icon to the right of the sampling interval labels.

Open and view your CSV file in your preferred data analysis tool (spreadsheet, graphing tool, etc.).

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