Case 09 · Affiliate base · Argentina, Chile & Peru · CRM journeys
Affiliate Cohort Recovery
Every Journey Measured Against Control.
After I took over CRM for an affiliate's base, I built trigger-based journeys for every point where players were dropping off, and measured each one against a holdout group.
8.1% → 13.4%M1 retention
+4.2 ptsUplift vs control group
6 journeysTrigger-based
D0 · D1 · D2Cadence per journey
The journeys
A journey for every point
A journey for every point
where players dropped off.
| JOURNEY | D0 · trigger | D1 · follow-up | D2 · follow-up |
|---|---|---|---|
| Churn 3 days | Push · nudge | Email · offer | SMS · reminder |
| Churn 5 days | Push · nudge | Email · offer | RCS · offer |
| Churn 7 days | Email · offer | SMS · reminder | Bonus · win-back |
| Registered, no FTD | Pop-up · welcome offer | Email · offer | SMS · last call |
| FTD, no 2nd deposit (STD) | Freebet · 2nd deposit | Push · reminder | Email · last call |
| Logged in, no deposit | Pop-up · offer | Push · nudge | Inbox · reminder |
Each journey triggers on D0 and follows up on D1 and D2, with a holdout control group to measure real uplift.
How it was measured
Uplift, not just activity.
1
A random control group never received the journey
2
Uplift = treated group minus control, per journey
3
Only journeys with positive uplift stayed live; the rest were rebuilt
Cohort view
Newer cohorts stay longer.
Retention by cohort and month of life DEMO DATA
Jun–Aug: before the journeysSep–Oct: after the journeys went liveDashed: partial month
Cohort map · Retention DEMO DATA
REAL MONTHPARTIAL
| COHORT · PLAYERS | M0 | M1 | M2 | M3 | M4 | M5 |
|---|---|---|---|---|---|---|
| Jun '26 · 412 | 100.0% | 8.2% | 3.1% | 1.9% | 1.2% | 0.8% |
| Jul '26 · 455 | 100.0% | 7.9% | 2.9% | 1.8% | 1.1% | |
| Aug '26 · 498 | 100.0% | 8.1% | 3.0% | 1.9% | ||
| Sep '26 · 530 | 100.0% | 13.4% | 5.8% | |||
| Oct '26 · 561 | 100.0% | 13.1% | ||||
| Nov '26 · 240 | 100.0% |
Played by the rules
Responsible by design
- Self-excluded players removed from every journey
- Clear terms on every offer sent