Retention & LTV Playbook Skill When to Use - Designing lifecycle journeys (onboarding, loyalty, win-back, VIP). - Benchmarking repeat purchase and churn signals by cohort. - Equipping lifecycle teams with proven offers, creative angles, and cadences. Framework 1. Lifecycle Matrix – cohort segmentation (new, active, lapsing, churned, VIP, subscription) with KPIs. 2. Offer Library – incentives mapped to cohort + margin guardrails. 3. Channel Cadence – recommended mixes (email, SMS, push, communities, direct mail). 4. Measurement Stack – dashboards for repeat rate, LTV, churn, loyalty engagement…