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skills/retention-ltv-playbook/SKILL.md

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+---
+name: retention-ltv-playbook
+description: Lifecycle frameworks for driving repeat purchase, loyalty, and subscription
+  value.
+---
+
+# 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, coupon reliance.
+5. **Testing Roadmap** – prioritized experiments per lifecycle cohort.
+
+## Templates
+- Journey storyboard (touchpoint, trigger, creative brief, offer, KPI).
+- Loyalty program tracker (points, tiers, redemption metrics).
+- Experiment log for retention tests with hypotheses + guardrails.
+
+## Tips
+- Align offers with merchandising calendar to prevent message fatigue.
+- Incorporate zero/first-party data capture prompts early in the lifecycle.
+- Pair with `launch-retention-program` for automated plan creation.
+
+---