Telecom · Marketing Automation

Airtel: Cutting First-Day Uninstalls with Behavioral Retention

Airtel was paying to acquire app users who uninstalled on day one — acquisition spend leaking straight through a retention hole.

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23%

uplift in engagement rate

90+

acquisition campaigns executed

↓

first-day uninstalls from source-level reallocation

The Challenge

Uninstall analysis showed the losses concentrated in specific paid sources and affiliates: users acquired cheaply who never intended to stay. Meanwhile engaged users lacked the segmented communication that turns first transactions into habits.

The Solution

We analyzed uninstall patterns to the source level and reallocated acquisition budget toward channels producing users who stay. RFM-based behavioral campaigns with segmented communications took over retention, and 90+ acquisition campaigns targeted offline users to convert them into app-first customers.

The Results

First-day uninstalls fell significantly as spend shifted to quality sources, engagement rates rose 23% under behavioral segmentation, and repeat transactions, reactivation and referral performance all strengthened — acquisition and retention finally working the same funnel.

Marketing Automation
RFM Segmentation
Uninstall Analytics

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