Some brands are great at connecting with new audiences. They might have a killer marketing campaign, demonstrably fulfill a gap in the marketplace, or just have that certain “it factor.”

Being able to get new customers on board can lead to fantastic short-term financial gains. However, none of that matters if you can’t keep your audience. If people download your app and never open it, sign up for your newsletter and never go back to your site, or make one purchase in your store and never return, all of your marketing efforts were for naught.

To sustain a successful business, it’s critical to understand what’s working or not working with your marketing efforts, your content, and your product(s). The ability to observe, monitor, and fix where a customer cohort begins to lose interest is tantamount to continued brand loyalty, revenue growth, and year-over-year success.