New releases: Retention Dashboard

What you’ll learn in this article:

• Where can the Retention Dashboard be found within CRM
• What components make up the Retention Dashboard
• What are some examples for how retention data can be used in marketing campaigns celebrating loyalty and encouraging virtual run registrations

Retention rate is a useful metric when measuring the success of an event. The CRM Retention Dashboard has been developed to give a high-level overview of participants retained, and can show you who your most loyal participants are. Dig into the demographics of your audience, analyze your overall retention rate, or filter data to see the retention rate for a specific event and/or period of time all within the dashboard.

1.1 CRM Retention Dashboard

Where can the Retention Dashboard be found within CRM

From your CRM Homepage Dashboard, click 'Dashboards' in the main navigation then select 'Retention' from the sub-nav found near the top of the screen.

What components make up the Retention Dashboard

The Retention Dashboard is made up of the following components:

• Year Over Year - Retention Analysis
• Year Over All Years - Retention Analysis
• Demographic Breakdown

Data populating the dashboard components can be filtered by any/all of the following: 

• Year - filter by year
• Events - filter by Account Name
• Registration pages - filter by event 2.0
• Sub Event - filter by sub event name
• Sub Event Clean - filter by CRM sub event restricted pick list 

By default, the Retention Dashboard shows results based on the current year, with subsequent filters set to ‘All’.

Year over year retention analysis

1.2 Year over Year Retention Analysis Component

Compare the number of contacts with registrations year over year and analyze the data broken out by:

• Total Contacts this Year: Total number of contacts with registrations for the year selected in the ‘Year’ filter
• Total Contacts Previous Year: Total number of contacts with registrations for the year prior to the year selected in the ‘Year’ filter
• Total Contacts Retained: Number of contacts with registrations in both years with years being dependent on the ‘Year’ filter selection/value
  Retention Rate %: Percentage of Previous Year's Contacts that were retained in Current Year (determined by Year filter)

Year over all years

1.3 Year over All Years Retention Analysis Component

When filtered by a year, the ‘Year Over All Years’ component shows the number of new contacts registered with the organization in that given year. These results are displayed both in an interactive graph and though a data breakdown showing what number of your total contacts the selected year accounts for: 

• Retention Over All Years %: Percentage of contacts participating in the year selected who have participated in any other year over all time
• Total contacts: Total number of contacts with registrations over all time

Demographic Overview

1.4 Demographic Overview Component

Identify trends by analyzing demographic information. Data can be filtered by:

• Top 10, 20, and 50 (applies to all subsequent filters) 
• Name: Shows First Name, Last Name and Number of Registrations
• Country - Contacts grouped by mailing country
• State - Contacts grouped by mailing state
• City - Contacts grouped by mailing city
• Gender - Contacts grouped by gender identity. Options include:
  • Male
  • Female
  • Non-binary
  • Undisclosed
• Registration Period - Contacts are grouped into 1 of 4 categories showing when registrations took place in relation to event day:
  • 0 - 30 days before event
  • 31 - 60 days before event
  • 61 - 90 days before event
  • > 90 days

What are some examples for how retention data can be used in marketing campaigns celebrating loyalty and encouraging virtual run registrations

The Retention Dashboard is a great resource for planning customer retention marketing campaigns. The following are examples of customer retention strategies that could be executed based on retention analysis: 

1. Pinpoint events with low retention rates and launch a campaign looking for feedback from those who participated once or twice, but not recently.

2. Launch a loyalty program to entice participants to take part in your events regularly, or reward those who have returned over a specified period of time. Contact your Customer Success Manager for more information on how best to launch a program.

3. Use information found within the ‘Registration Period’ component to build a campaign in Journey Builder with triggered emails for registration prompts, or price increases. For more information on how to use Journey Builder, access the Journey Builder how-to tool kit.