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Retention rate
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{{Short description|Measurement of customers or participants who are maintained or returned}} {{about|the measure of customers or participants retained|the financial measure of profits reinvested in a corporation|retention ratio}} '''Retention rate''' is a [[Statistics|statistical]] measurement of the proportion of people that remain involved with a group from one time period to another. The concept is used in many contexts, including marketing, investment, education, employee management, research, and clinical trials. The exact definition depends on the context. As a general rule, high retention corresponds to a positive outcome. In [[marketing]], retention rate count [[customers]] and their activity irrespective [[Financial transaction|transactions]] they make.<ref>{{cite web|author=Search Engine Spot |url=https://searchenginespot.com/14-proven-steps-to-boost-your-organic-click-through-rate-ctr/ |title=CTR β Customer Lifetime Value |website=searchenginespot.com |date= 29 October 2020|accessdate=2021-01-20}}</ref> In a survey of nearly 200 senior marketing managers, 63 percent responded that they found the "retention rate" metric very useful.<ref name="Marketing_Metrics">Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; David J. Reibstein (2010). ''Marketing Metrics: The Definitive Guide to Measuring Marketing Performance.'' Upper Saddle River, New Jersey: Pearson Education, Inc. {{ISBN|0137058292}}. Content from this book used in this article has been licensed under Creative Commons Attribution Share Alike 3.0 and Gnu Free Documentation License and be modified and reused. The [[Marketing Accountability Standards Board (MASB)]] endorses the definitions, purposes, and constructs of classes of measures that appear in ''Marketing Metrics'' as part of its ongoing [http://www.commonlanguage.wikispaces.net/ Common Language in Marketing Project].</ref>
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