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Retention

Retention

After integrating your mobile or web application with Kahuna, you want to know how effectively you are bringing back people who have interacted with your product for the first time. The Retention visualization shows when first-time users are falling off over time or are remaining engaged. As you scan retention, the color patterns you see give you a sense of how reliably first-time users are returning to your mobile or web application. As user retention becomes more effective over time, you see more color and higher percentages down and toward the right side of the visualization.

Active Date Range

The Active Date Range control provides a way of selecting a begin-date and an end-date for this visualization. The date range you select returns the number of first-time users seen for each time period of the overall date range. The default range is Last 30 days.

Note:  When you select a date range from the list of preconfigured ranges, the final time period in the Date column of the Retention visualization is blank. User response data from the last day of the final time period is never available until after midnight of your calendar day, so the final time period is incomplete.

Retention Heat Map

The Retention heat map shows how effectively you have retained your audience of users as you automated your cross-channel communications with Kahuna.

This visualization displays data in three granularities:

  • Daily
  • Weekly
  • Monthly

The default granularity is Daily. To switch to the Weekly or Monthly granularities, click the Weekly or Monthly buttons.

The Retention visualization provides two views:

  • Percentage
  • Number

The default view is Percentage. To switch to the Number view, click the Number button. To switch back to the Percentage view, click the Percentage button.

As you hover over each cell of the visualization, a tooltip displays the day number and the number of users.

Percentage View

By default, the heat map displays percentage retention data. Each cell in this view shows the number of users seen during each time period divided by the number of baseline users seen during the first time period of your selected date range.

Number View

When you select the Number button, the heat map displays raw retention data. Each cell in this view shows the number of users seen during each time period.

Granularity Options

The Retention visualization determines available granularities, based on the size of the date range you set at the top of the Retention page. Larger granularities are available with larger date ranges; smaller granularities are available with smaller date ranges. The minimum number of time periods available for this visualization is two, so you can select a date range for as few as two days, two weeks, or two months, depending on the selected granularity. The maximum number of time periods available across the visualization is 31; however, there is no limitation on your date range.

Note: For date ranges that include partial weeks or months, the matrix displays data only for complete weeks or months.

Retention Data

The Retention visualization is a heat map that displays a matrix of color-coded data for your selected date range and granularity. Each row and column of the matrix is a time series. The Date column shows the first time period of each time series row. The Users column shows the number of first-time users seen during the first time period, the baseline, of each time series row. Each numbered column of the matrix is a subsequent time period after the baseline time period. For example, if the baseline time period is Oct 1, 2016, Days 1 through 3 are October 2nd through October 4th. If the baseline time period is Nov 2015, Months 1 through 3 are December 2015 through February 2016. As you familiarize yourself with the Retention visualization, note the darker and lighter shaded cells. These cells reflect higher and lower rates of retention over time. Retention tends to be higher shortly after first-time use and lower over time. As your messaging becomes more effective, you see the darker colors spreading down and to the right. If a single campaign is very effective toward the middle or end of your selected date range, you might see an isolated cluster of color toward the center or lower right of the visualization.

Note: Results in the Retention visualization reflect daily, weekly, or monthly snapshots, so the visualization does not include data arriving after these snapshots. If this visualization reflected continuously updated data, comparisons between recent and historical data would be inconsistent. The Kahuna snapshot approach provides for consistent comparisons across all time periods.

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