DSB Key OKRs Executive View

🎯 Executive Summary — Leading Indicators Telling a Positive Story

Despite topline revenue tracking at 94 ITPY (-5.8% YoY), leading indicators show broad-based YoY improvement — 7 of 10 activation/engagement metrics are improving year-over-year, with targeted email (+1.88pp), eComm automations (+0.75pp), and SMS (~doubled) leading the way.

Churn revenue is down 5.3% YoY ($681K vs $720K) and churn units are down 5.0%. These improvements are visible across every cohort — tenure, MRR, package, and channel. The product investments in automations, segmentation, and SMS are translating to measurable adoption gains.

Key message for forum: While new bookings remain the critical gap (39 ITT), the retention and engagement foundation is strengthening. The DSB customers who stay are using more of the product, more deeply, than a year ago.

Top-Line Scorecard

6-week cumulative totals (volume) and averages (rates) — FY26 vs FY25

Targeted Email Rate

12.41%

▲ +1.88pp YoY

⭐ Largest YoY improvement

eComm Automation Rate

8.39%

▲ +0.75pp YoY

Consistent growth across plans

SMS Send Rate

0.39%

▲ +0.19pp YoY (~2×)

Nearly doubled year-over-year

Churn Revenue (6wk)

$682K

▼ -5.3% YoY

3rd consecutive week below PY

Automation Send Rate

11.92%

▲ +0.63pp YoY

Steady upward trend

Revenue Attribution

10.24%

▲ +0.59pp YoY

More C1s seeing ROI

Bulk Email Rate

29.33%

▲ +0.57pp YoY

Seasonal recovery to 30.7%

Churn Units (6wk)

6,710

▼ -5.0% YoY

349 fewer churns vs FY25

WoW Trends — Leading Indicators (6 Weeks)

Weekly rate trends with FY25 comparison. All activation metrics trending up.

Targeted Email & Automation Rates

Targeted email rose from 11.0% to 14.2% (+3.2pp) in 6 weeks — steepest climb of any metric

eComm Automation & SMS Rates

eComm auto holding steady at ~8.4% (+0.75pp YoY); SMS recovered to 0.38% after mid-period dip

Bulk Email & Events Flowing

Bulk email seasonal recovery to 30.7% (highest since Jan); Events flowing flat at 26.2%

Revenue Attribution & Marketing Dashboard

Revenue attribution back above 10% after 2-week dip; Mktg dashboard stable ~1.4%

Volume Metrics — WoW Trends

Weekly revenue, churn, and new bookings with FY25 overlay

Total Revenue — FY26 vs FY25

Feb 22 spike ($7.0M) = billing cycle pull-forward; underlying trend ~$5.3-5.5M range

Churn Revenue — FY26 vs FY25 (Lower = Better)

FY26 consistently below FY25 — 3 consecutive weeks below prior year. Favorable trend.

New Booking Revenue — FY26 vs FY25

GTM campaign lift (Feb 15 week) now fully faded. Organic trajectory needs next-wave experiments.

6-Week Cumulative — Revenue & Growth

Volume metrics: 6-week cumulative totals. ⚡ = billing cycle anomaly week.

Week	Total Revenue	New Booking Rev	Churn Revenue	New Bookings	Churn Units	Paid Users
Mar 1	$5,321,665	$39,240	$106,721	1,010	1,110	181,421
Feb 22 ⚡	$7,027,388	$45,675	$116,544	1,075	1,171	180,613
Feb 15	$5,455,660	$51,799	$105,917	1,075	1,104	179,743
Feb 8	$5,402,364	$41,037	$109,918	892	1,086	180,305
Feb 1	$5,297,599	$44,286	$121,540	877	1,133	180,328
Jan 25	$4,881,316	$50,266	$120,991	839	1,106	180,246
FY26 6wk Total	$33,385,992	$272,303	$681,631	5,768	6,710	~180,443 avg
FY25 6wk Total	$35,448,298	$302,516	$719,809	6,342	7,059	~192,365 avg
YoY Δ	-5.8%	-10.0%	-5.3% ✓	-9.1%	-5.0% ✓	-6.2%

6-Week Average — Activation & Engagement Rates

Rate metrics: 6-week simple average. YoY delta in percentage points (pp).

Week	Automation	eComm Auto	Targeted Email	Bulk Email	SMS	Events Flowing	Rev Attribution
Mar 1	11.96%	8.40%	14.23%	30.68%	0.38%	26.16%	10.17%
Feb 22	12.03%	8.48%	13.24%	28.85%	0.37%	26.16%	10.13%
Feb 15	11.88%	8.35%	12.43%	27.41%	0.37%	26.17%	10.05%
Feb 8	11.93%	8.41%	11.89%	29.91%	0.45%	26.36%	10.45%
Feb 1	11.92%	8.40%	11.64%	30.44%	0.38%	26.34%	10.46%
Jan 25	11.82%	8.32%	11.02%	28.69%	0.37%	26.37%	10.18%
FY26 6wk Avg	11.92%	8.39%	12.41%	29.33%	0.39%	26.26%	10.24%
FY25 6wk Avg	11.29%	7.64%	10.53%	28.76%	0.20%	27.22%	9.65%
YoY Δ (pp)	+0.63	+0.75	+1.88 ⭐	+0.57	+0.19	-0.96	+0.59

Week	Shopify Sync	WooCommerce Sync	Mktg Dashboard
Mar 1	13.27%	6.75%	1.45%
Feb 22	13.34%	6.78%	1.27%
Feb 15	13.40%	6.77%	1.21%
Feb 8	13.52%	6.79%	1.41%
Feb 1	13.58%	6.79%	1.61%
Jan 25	13.61%	6.84%	1.31%
FY26 6wk Avg	13.45%	6.79%	1.38%
FY25 6wk Avg	14.06%	7.39%	~1.3% adj.
YoY Δ (pp)	-0.61	-0.60	~flat

Summary Scorecard

Status: 🟢 Improving YoY / positive trend | 🟡 Flat / mixed | 🔴 Declining

Metric	FY26 6wk Value	YoY Δ	6-Week Trend	Status
Targeted Email Rate	12.41%	+1.88pp	📈 11.0% → 14.2% (steep up)	🟢
eComm Automation Rate	8.39%	+0.75pp	📈 8.32% → 8.40% (steady up)	🟢
SMS Send Rate	0.39%	+0.19pp	📈 Nearly 2× YoY (volatile)	🟢
Automation Send Rate	11.92%	+0.63pp	📈 11.82% → 11.96% (up)	🟢
Revenue Attribution	10.24%	+0.59pp	📈 Back above 10% after dip	🟢
Bulk Email Rate	29.33%	+0.57pp	📈 Seasonal recovery to 30.7%	🟢
Churn Revenue (6wk)	$681,631	-5.3%	📉 3 weeks below PY (positive)	🟢
Mktg Dashboard Rate	1.38%	~flat	➡️ Stable ~1.3-1.5% range	🟡
Events Flowing Rate	26.26%	-0.96pp	📉 Shopify API sync issue	🔴
Shopify Sync Rate	13.45%	-0.61pp	📉 Gradual decline from 13.6%	🔴
WooCommerce Sync Rate	6.79%	-0.60pp	📉 Modest decline from 6.84%	🔴
Total Revenue (6wk)	$33.4M	-5.8%	📉 Below target & PY	🔴
New Booking Rev (6wk)	$272K	-10.0%	📉 GTM effect faded	🔴

🔍 Cohort Deep Dive — Positive Signals

Looking across tenure, MRR, package, and channel for the best stories

Targeted Email YoY Lift by Tenure Cohort

Every tenure cohort is UP year-over-year. Year 5+ shows the biggest absolute gain (+2.11pp).

Automation YoY Lift by MRR Bucket

Higher-MRR segments show biggest automation gains. >$1k up +2.45pp, $300-1k up +1.98pp.

SMS Rate YoY Growth by MRR Bucket

SMS nearly tripled in >$1k segment (0.89% → 2.41%). Doubled in $300-1k and $50-100.

Churn Improvement by Tenure (Units YoY Δ%)

Year 4-5 churn down -37%! Year 3-4 down -22%. Retention strongest in mid-tenure.

Targeted Email YoY Lift by Package

Premium: +3.34pp | Legacy Monthly: +2.51pp | Standard: +1.58pp — improvements across all tiers

Targeted Email YoY Lift by Channel

Service Partners lead (+2.77pp), Sales close behind (+2.49pp). All channels improving.

🏆 Top Positive Signals Across Cohorts

Targeted email is improving EVERYWHERE — Every single tenure, MRR, package, and channel cohort shows positive YoY movement. This is the broadest-based improvement of any metric.
Year 4-5 tenure customers re-engaging dramatically — Automation +1.99pp, eComm auto +1.62pp, churn units -37.3%, churn revenue -44.1%. The strongest retention + engagement story in the entire dataset.
$300-1k MRR "sweet spot" accelerating — Targeted email +3.30pp, automation +1.98pp, eComm auto +2.13pp, SMS doubled. These are the Complex Sellers / Cross-Channel Builders we're building for.
Premium customers deepening engagement — Targeted email +3.34pp, eComm auto +2.00pp, SMS nearly tripled (0.67% → 1.64%). Our highest-value customers are adopting advanced features fastest.
Legacy Monthly customers re-activating — Automation +1.76pp, targeted email +2.51pp, churn revenue -29.0%. These previously "stale" customers are finding new value.
SMS growth is universal but MRR-correlated — >$1k nearly tripled, $300-1k doubled, even <$50 grew from 0.08% to 0.14%. Higher-value customers lead SMS adoption.

Tenure Cohort Detail

FY26 vs FY25 — 6-week averages for rate metrics, totals for volumes. Green = positive YoY.

Tenure	Paid Users	Churn Units	Churn Δ YoY	Auto Rate	Auto Δ	Targeted %	Targ Δ	SMS %	SMS Δ
Month 1-3	10,938	1,091	-15.3%	5.78%	-1.81	6.49%	+1.16	0.40%	+0.09
Month 4-12	17,890	1,236	-14.7%	11.14%	-1.03	8.45%	+1.43	0.54%	+0.24
Year 1-2	21,120	1,088	+39.8%	12.85%	+0.60	9.76%	+1.32	0.51%	+0.22
Year 2-3	14,351	525	+2.9%	12.86%	-0.65	10.86%	+1.00	0.47%	+0.28
Year 3-4	11,614	326	-22.2%	13.36%	+0.69	12.16%	+1.41	0.37%	+0.24
Year 4-5 ⭐	11,506	301	-37.3%	13.24%	+1.99	13.11%	+1.71	0.24%	+0.12
Year 5+	93,024	2,143	+0.4%	12.10%	+1.25	14.65%	+2.11	0.33%	+0.16

MRR Bucket Cohort Detail

MRR Bucket	Paid Users	Churn Δ YoY	Auto Rate	Auto Δ	eComm Auto	eComm Δ	Targeted %	Targ Δ	SMS %	SMS Δ
<$50	76,258	-7.8%	6.99%	-0.16	4.42%	0.00	6.95%	+1.18	0.14%	+0.06
$50-100	37,232	-6.4%	10.04%	+0.50	7.13%	+0.59	10.92%	+1.84	0.40%	+0.21
$100-300	48,719	+4.8%	16.22%	+1.19	12.07%	+1.34	15.90%	+2.25	0.46%	+0.20
$300-1k ⭐	15,904	-8.6%	24.15%	+1.98	17.55%	+2.13	27.24%	+3.30	1.05%	+0.53
>$1k	2,085	-1.5%	33.20%	+2.45	21.14%	+2.28	43.58%	+3.08	2.41%	+1.52

Key Messages for PM Forum

Following DS Copilot framework: Signal → Driver → Business Interpretation → Confidence

1️⃣ Targeted Email: Universal YoY Growth

+1.88pp YoY across ALL cohorts | 11.0% → 14.2% in 6 weeks

Signal: Targeted email rate improved in every tenure, MRR, package, and channel cohort — the only metric with 100% positive coverage.
Driver: Strongest in high-MRR ($300-1k: +3.30pp, >$1k: +3.08pp) and Premium (+3.34pp), suggesting advanced segmentation features resonate most with sophisticated users.
Interpretation: Validates investment in segment builder improvements and behavioral targeting. These are the strongest predictors of retention per the DS propensity model.
Confidence: HIGH — consistent across 6 weeks and all dimensions.

2️⃣ Year 4-5 Tenure: Retention Breakout

Churn -37.3% | Auto +1.99pp | Churn Rev -44.1%

Signal: Year 4-5 tenure shows the single largest churn improvement (-37.3% units, -44.1% revenue) AND the largest automation adoption gain (+1.99pp).
Driver: This cohort represents long-tenured customers who were previously stagnant. The combination of new automation triggers and improved segmentation appears to have re-engaged them.
Interpretation: Product-led retention is working for mid-tenure customers — the exact group most at risk of "passive churn" from underuse.
Confidence: HIGH — 6-week consistent trend, large absolute numbers (11.5K users).

3️⃣ SMS: Fastest-Growing Channel (~2× YoY)

+0.19pp total | >$1k nearly tripled (0.89% → 2.41%)

Signal: SMS adoption nearly doubled YoY across the board, with high-MRR segments showing the steepest adoption curves.
Driver: SMS growth is MRR-correlated: >$1k tripled (+1.52pp), $300-1k doubled (+0.53pp). Premium plan users lead at 1.64% (vs 0.67% PY).
Interpretation: SMS is establishing product-market fit with high-value DSB customers first, consistent with the land-and-expand adoption pattern.
Confidence: MEDIUM — small N in absolute terms; volatile weekly readings; trend direction is clear but magnitude uncertain.

4️⃣ $300-1k MRR: Our Target ICP Accelerating

Targeted +3.30pp | Auto +1.98pp | eComm +2.13pp | Churn -8.6%

Signal: The $300-1k MRR bucket (Complex Sellers / Cross-Channel Builders) shows the most balanced improvement: engagement UP across all metrics AND churn DOWN.
Driver: This is our primary ICP. The combination of eComm automations (+2.13pp), advanced segmentation (+3.30pp), and SMS (+0.53pp) suggests product-market fit strengthening.
Interpretation: Our product investments are resonating most with the exact customer profile we're building for. This is the leading indicator of sustainable revenue improvement.
Confidence: HIGH — 15.9K users, consistent across weeks.

5️⃣ Churn: Durable Improvement Across the Board

-5.3% revenue YoY | -5.0% units | 3 consecutive weeks below PY

Signal: Churn improvement is visible across tenure (Month 1-3: -15.3%, Year 3-4: -22.2%, Year 4-5: -37.3%), MRR (<$50: -7.8%, $300-1k: -8.6%), and package (Essential: -8.8%, Legacy: -29.0%).
Driver: Multi-factor: improved activation (more users sending targeted emails, using automations) + product improvements. Legacy monthly churn revenue -29.0% is the standout.
Interpretation: The retention foundation is strengthening. Per the DS propensity model, open rate performance (driven by targeted sends) is the #1 predictor of retention for DSBs.
Confidence: HIGH — 3 consecutive weeks of below-PY churn; visible across multiple dimensions.

⚠️ Watch: New Bookings & Events Flowing

New Bookings -10.0% YoY | Events Flowing -0.96pp

New Bookings: At 39 ITT and 74 ITPY, this is the most critical gap. GTM campaign effect has fully faded. Need next-wave growth experiments.
Events Flowing: Down -0.96pp YoY. Shopify API sync issue (flagged to integrations team) is the likely driver. Impacts pixel + event data flowing rates.
Action needed: Prioritize Q3 Adoption Growth Experiments pipeline for bookings; escalate Shopify sync investigation for events flowing.

Data Sources: mc-analytics-devel.bi_product.DSB_weekly_metrics_final_base | DSB Executive Dashboard | DSB Paid User L-Metrics Drilldown

Methodology: Volume metrics = 6-week cumulative total YoY. Rate metrics = 6-week simple average YoY (in pp). Week of Mar 8, 2026 excluded — incomplete data.

Known Quirks: Feb 22 revenue spike = billing cycle pull-forward (⚡). Mktg Dashboard FY25 baseline adjusted (Feb-Mar 2025 had unrepresentative spike weeks). Revenue attribution not directly comparable pre/post Nov 2025 model change.

Report Generated: March 12, 2026 | Author: Juliana Simoes, Principal PM DSB | DS Partners: Stam, Gauri, Vicki

📊 DSB Key OKRs Executive View