What do you do when your organization is set on vanity metrics like clicks, and you are focused on the KPIs that really matter, like engagement and retention? How do you push for goals without sounding pushy? And when do you let users go because data shows winning them back will likely burn more cash than it generates in the longer term? These are the questions that CRM experts like Vernesa Ćutuk, Growth & CRM Consultant and ex-CRM Marketing Manager at Sleep Cycle, have to grapple with daily to show—and deliver—real value from CRM campaigns. Vernesa joins our host, Peggy Anne Salz, and special co-host, Jim Laurain, on this episode of The Groove. She explains engagement depth and teaches CRM professionals how to ditch the traditional D1/ D7/D30 measurement methods in favor of metrics tailored to their product and user triggers. Moreover, she divulges how to pinpoint and motivate elusive inactive users. Finally, she shares how she used CRM to raise app previews by 70% and the steps any CRM manager can take to prove their value in an organization.

Chapter Timestamps

00:00: Intro  

02:27: Ditch D1, D7, D30 metrics

06:40: CRM before ads

08:34: Fighting for CRM's value

14:40: Proving CRM's worth without lifting a finger

17:12: Following Blue's Clues psychology

20:15: Motivating inactive users

23:09: Jim's "dirty tricks" to increase engagement

27:43: Not all engagement is equal

34:19: Rapid-fire CRM Q&A