Ident lifts reactivation of dormant users by 290% with incrementality-driven CRM

This case documents Beyond Analytics’ work as Ident’s CRM & Lifecycle Marketing consultancy, from diagnosis to running the journeys.

The challenge: journeys that worked, but didn’t talk to each other

Ident was already running onboarding, engagement and revenue journeys. The foundation was in place, but each journey ran in isolation, with no umbrella strategy behind it. Performance reporting also stopped at channel engagement metrics like opens and clicks, without connecting those actions to real business impact.

That was the starting point for Beyond Analytics’ work with Ident: find the opportunity to unlock growth, retention and engagement across the active user base through CRM lifecycle strategy.

Mapping where the operation stood, Beyond Analytics identified the next steps: connect the existing journeys into a single user journey, give the message sequence clear intent, and move measurement beyond channel engagement to direct business impact.

The approach: an ecosystem organized around the pirate funnel

Our strategic answer was to organize Ident’s entire CRM operation around four stages of the pirate funnel (Activation, Retention, Revenue and Referral), replacing one-off campaigns with an ecosystem of connected journeys for every moment in the user’s life.

1. Activation

   We built a journey to get users to watch a class, the “Aha Moment”, within their first 15 days. Anyone who hadn’t activated in that window automatically entered the Non-Activated Rescue journey.

2. Retention

   We started introducing activated users to Ident’s AI, courses and live classes, and built a positive-reinforcement ecosystem that recognizes progress milestones such as finishing a class, chapter or learning track. Meanwhile, dedicated Dormant journeys work the lukewarm and cold base, using an RFE matrix (Recency, Frequency, Engagement) to segment users by intensity of use.

3. Revenue

   We designed new journeys to recover abandoned checkouts, bring users back to the plans page and run a complete renewal and reactivation flow for users whose auto-renewal had already been cancelled, notifying them 30 days before expiry on the annual plan, or 7 days before on the monthly plan. The same RFE matrix also started flagging users eligible for upgrade offers.

4. Referral

   The member-get-member journey already existed. We pointed it at heavy users, keeping the content but correcting the target to the audience most likely to make a qualified referral.

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Why measure incrementality, not just engagement

One of the most important things we brought to the project was methodological: we introduced control groups to measure the real impact of the CRM journeys, going beyond engagement metrics like opens and clicks.

In practice, this is how we applied it to every Ident journey:

The control group is a slice of the eligible base that deliberately does not receive the message, serving as a baseline against the group that did (the test group). The percentage difference in conversion between the two groups is the uplift. Incrementality is the number of conversions that only happened because of the journey, in other words, users who wouldn’t have converted anyway.

That lens is what let Ident see real business impact, not just channel engagement.

The results

With this methodology in place, we found that more than 70% of the journeys analyzed with a control group had a positive result, led by the journeys focused on reactivating users who had already disengaged:

Uplift by journey · test group vs. control group

Journey	Uplift
Onboarding	+12.2%
Non-Activated Rescue	+138.1%
Core Ident	+12.8%
Dormant	+290.9%
Abandoned Checkout	+45.1%

Re-engagement was the standout: the Dormant journeys added up to a +290.9% uplift, and Non-Activated Rescue reached +138.1%, both focused on winning back users who had already drifted away from the platform. The unified Onboarding journey drove +12.2% more activations in the first days of use. The Core Ident journey, despite a more moderate uplift (+12.8%), reaches the largest share of the base because it runs continuously for the whole audience. On direct revenue, Abandoned Checkout converted 45.1% more new customers.

Beyond the numbers, the project brought qualitative gains to the operation: open and click rates rose across the whole base after the journeys launched, evidence that talking to the right user at the right time, based on real behavior, beats one-off campaigns. With Beyond Analytics alongside them, Ident’s team started bringing concepts like incrementality into their day-to-day, and together we built a campaign analysis report template that Ident adopted as its standard, giving them more visibility into how each journey performs.

CRM Report · Incrementality Illustrative values

Journey	Goal	Test group	Test conv.	Control conv.	Uplift	Incremental conv.	Incremental revenue
Onboarding	Activation	18,400	23.9%	21.3%	+12.2%	478	R$20,076
Non-Activated Rescue	Activation	9,600	5.0%	2.1%	+138.1%	278	R$11,676
Core Ident	Engagement	52,000	9.7%	8.6%	+12.8%	572	R$10,296
Dormant	Reactivation	14,800	4.3%	1.1%	+290.9%	474	R$32,706
Abandoned Checkout	Purchase	3,200	9.3%	6.4%	+45.1%	92	R$63,480
Total						1,894	R$138,234

Uplift = test conv. ÷ control conv. − 1 · Incremental conv. = test group × (test conv. − control conv.)

The takeaway

The Ident project shows what a CRM can do when it operates as a connected system, driven by data and a clear read on incrementality. That combination of strategy, execution and measurement, led by Beyond Analytics, is what allowed Ident to evolve its CRM operation and see, in tangible terms, the impact of each journey on the business.

This is the kind of work Beyond Analytics does with companies that want to turn CRM into a growth engine. If you want to understand how to apply the same approach to your operation, get in touch.