The Markin ROI Report for Enterprise Growth TeamsRead now
MARKIN

The Agentic OS for
compounding ARPU growth.

Every revenue opportunity, hypothesis, candidate action and experiment in one workspace.

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The actual difference

Markin is not another decisioning engine.

Markin is not a decisioning engine. A decisioning engine ranks actions a human already defined. Markin works like a data science and growth team: it forms its own hypotheses about why ARPU is stuck, marketing, product, pricing or technical, sizes them, executes them inside the systems you already run, and reads each one against a holdout.

 A decisioning engineMarkin
Where the hypothesis comes fromA human authors it. The engine chooses between options someone already approved.Markin authors it. It reads the base, finds where revenue is leaking or unclaimed, and writes the hypothesis itself.
What it is allowed to questionMessage, offer, channel, timing, inside the campaign surface it was given.Anything that moves ARPU: onboarding friction, pricing and packaging, a feature nobody adopts, a payment failure spike, a broken deeplink.
Who does the analysisYour analysts, before and after. The engine optimises; it does not investigate.Markin does the analysis. Sizing, segment definition, experiment design and readout are automated end to end.
Where it stopsAt the recommendation. Someone still has to build and launch it.It launches. Markin executes inside your existing platforms and product surfaces, then closes the loop on the result.
ThroughputAs many hypotheses as your roadmap has room for, typically a handful per quarter.Hundreds in parallel, every one carrying a control group.
What happens when it is wrongThe programme keeps running until someone reviews it.It is retired automatically. Failing to beat control is a normal, cheap outcome.

A decisioning engine picks the best action from a list you wrote. Markin writes the list, and runs it in your stack.

Surface 01 · Opportunity feed

Every revenue opportunity in one place, ranked by economic impact.

Markin scans your customer base and surfaces revenue opportunities as they emerge, each with estimated ARPU impact, confidence, affected population, and a recommended next step. Growth teams work the feed, not their inbox.

markin · opportunities

Opportunity feed

127 open · by expected ARPU

  • eSIM plans undersized for long-trip travelers

    OPP-4821 · 48,210 customers

    Revenue expansion+ €2.10 ARPU
    86%
    Ready→ Design experiment

  • Discounts leaking to guaranteed buyers

    OPP-4817 · 12,904 customers

    Margin recovery+ 3.8 pts margin
    79%
    Investigating→ Sharpen eligibility

  • Failed activations after v4.2 release

    OPP-4809 · 6,441 customers

    Product issue− €0.90 ARPU risk
    93%
    In review→ Route to engineering

  • Usage decay in top-decile customers

    OPP-4802 · 3,120 customers

    Retention+ €4.60 ARPU
    71%
    New→ Investigate cohort

  • Combo A+C associated with +18% retention

    OPP-4791 · 22,506 customers

    Cross-sell+ €1.40 ARPU
    68%
    Ready→ Design experiment

Surface 02 · Investigation workspace

Each opportunity opens a live investigation.

Markin gathers the signal, the supporting evidence, the customer and cohort context, the internal tables and external sources consulted, and the hypotheses generated with their economic sizing. Every step is inspectable.

markin · investigations / OPP-4821

Investigation · OPP-4821

eSIM plans undersized for long-trip travelers.

Travelers heading to destinations with average stays > 21 days are buying 7-day plans and topping up mid-trip, at a worse unit price.

Signal detected

Top-up rate for LATAM & SEA destinations rose 34% MoM, concentrated on 7-day plans purchased 0–2 days before departure.

Supporting evidence

Top-up frequency by destination avg stay, last 90 days.

Customer & cohort context

48,210 customers · avg trip 24d · 71% first-time long-trip · 62% Android · destination clusters: MX, BR, TH, ID, VN.

Data consulted

events.checkoutbilling.plansproduct.activationscrm.tripsroaming_daily

Hypotheses generated

  1. 1. Plan ladder misaligned with true trip length.
  2. 2. Purchase UX anchors on 7-day default.
  3. 3. Long-trip travelers unaware of 30-day option.

Economic sizing

+ €0.00

ARPU / eligible customer

Range €1.40 – €2.80 · margin band +2.4 to +3.9 pts.

Hypothesis space

Everything a human growth scientist would look at.

Most growth problems are not message problems. Markin is not restricted to the campaign surface: if something is holding ARPU back, it is in scope, and it gets tested the same way.

Marketing

The classic surface, but chosen per customer rather than per segment, and always against a holdout.

  • Which offer this specific customer is worth making
  • Channel and timing chosen per person, not per campaign
  • Contact pressure and fatigue arbitrated across every programme
  • Win-back economics: who is worth a discount and who is not

Product

Where the customer actually experiences the value, and where most silent revenue loss happens.

  • Onboarding steps that lose customers before first value
  • A feature with high retention correlation that half the base never discovers
  • Paywall and upgrade prompt placement
  • In-product surfaces used as a treatment arm, not just email and push

Commercial

Pricing, packaging and the shape of the offer itself, tested rather than argued about.

  • Plan and bundle structure by cohort
  • Discount depth against margin, not against conversion alone
  • Annual versus monthly framing per customer
  • Dunning and involuntary churn recovery sequences

Technical health

Anomalies nobody asked it to look for. This is the category no decisioning engine covers.

  • A checkout error rate that rose on one device and one region
  • Payment failures concentrated in a single issuer or method
  • A broken deeplink quietly killing a high-value journey
  • Latency or delivery degradation eating conversion before any message does

Think of Markin as a data science and growth team that never sleeps: it investigates, forms hypotheses, ships them into your own stack and proves each one against a control group, at a volume no human team can reach.

Surface 03 · Candidate actions

The right answer is often not a customer message.

For each opportunity, Markin proposes candidate actions across pricing, product, recommendations, CRM, support, engineering, human review, or no action. Each is sized by expected incremental ARPU and margin, with the required system and guardrails already attached.

markin · investigations / OPP-4821 / candidate actions

Candidate actions

7 candidates · ranked by expected incremental ARPU

  • Pricing

    Introduce 30-day plan tier at €39

    Billing · Stripe · Discount ≤ 12% · 48,210

    + €2.40/ + 3.1 pts82%
    Approved
  • Product

    Change checkout default to trip-length picker

    Product · Feature flag · iOS + Android · All new

    + €1.60/ + 2.2 pts74%
    Pending
  • Recommendation

    In-app 30-day upsell during activation

    App · Native · Frequency cap 1/trip · 31,004

    + €1.20/ + 1.8 pts71%
    Auto
  • CRM

    Pre-departure long-trip nudge

    Braze · Push + Email · Quiet hours · 22,410

    + €0.80/ + 0.9 pts62%
    Pending
  • Engineering

    Fix plan-ladder rendering bug on Android 12

    Jira · Ticket · P1 · 6,441

    + €0.60/ + 0.4 pts90%
    Auto
  • Human review

    Legal review of auto-renewal copy (EU)

    Internal task · Blocking · n/a

    , / , 99%
    Pending
  • No action

    Hold on France · low expected uplift

    , · Revisit in 30d · 3,904

    , / , 65%
    Auto

Surface 04 · Experiment design

Every meaningful action becomes a controlled experiment.

Treatment and control, eligibility, primary KPI, measurement window, margin and communication guardrails, and required approvals. Eligible actions run against holdouts, and results feed back into future decisions.

markin · experiments / EXP-2214

Experiment · EXP-2214

30-day plan tier · long-trip travelers

Draft → In review

Treatment groups

· T1 · Show 30-day tier at €39

· T2 · Show 30-day tier + pre-departure nudge

Control group

Current plan ladder · 20% of eligible traffic

Eligibility

First-time long-trip customers · avg stay > 21d · ≤ 1 push + 1 email per traveler · quiet hours local time.

Primary KPI

Incremental ARPU / activated customer @ trip-end

Guardrail · margin ≥ baseline − 0.5 pts · 45d window, MDE 3.2% @ 80%.

Approvals

· Growth lead · approved

· Pricing · approved

· Legal (EU) ·pending

Rollout plan

Ramp 5% → 20% → 50% over 3 weeks · auto-stop on guardrail breach.

Surface 05 · Action routing

Markin routes each decision to the system or team that should execute it.

CRM, channels, pricing, product, support, engineering, or an internal human task. Existing systems remain systems of record and continue to execute. Markin adds discovery, investigation, decisioning, and learning.

Where your data lives

Warehouses, CDPs, product analytics, CMS.

Segment

Segment

Customer Data Platforms

mParticle

mParticle

Customer Data Platforms

Rudderstack

Rudderstack

Customer Data Platforms

Snowflake

Snowflake

Data Warehouse & Storage

BigQuery

BigQuery

Data Warehouse & Storage

Databricks

Databricks

Data Warehouse & Storage

Redshift

Redshift

Data Warehouse & Storage

Contentful

Contentful

Content Management

Sanity

Sanity

Content Management

Contentstack

Contentstack

Content Management

Amplitude

Amplitude

Product & Behavior

Mixpanel

Mixpanel

Product & Behavior

PostHog

PostHog

Product & Behavior

Segment

Segment

Customer Data Platforms

mParticle

mParticle

Customer Data Platforms

Rudderstack

Rudderstack

Customer Data Platforms

Snowflake

Snowflake

Data Warehouse & Storage

BigQuery

BigQuery

Data Warehouse & Storage

Databricks

Databricks

Data Warehouse & Storage

Redshift

Redshift

Data Warehouse & Storage

Contentful

Contentful

Content Management

Sanity

Sanity

Content Management

Contentstack

Contentstack

Content Management

Amplitude

Amplitude

Product & Behavior

Mixpanel

Mixpanel

Product & Behavior

PostHog

PostHog

Product & Behavior

Markin

Growth Agentic OS

  • 01Data & Context
  • 02Intelligence Core
  • 03Decisioning Agents
  • 04Open Web
  • 05Channels & Delivery
  • 06Experimentation
  • 07Measurement
  • 08Governance

Tenant-isolated. Always on.

Where growth happens

Messaging, ads, delivery, observability.

Firebase

Firebase

Delivery Infrastructure

Twilio

Twilio

Delivery Infrastructure

AWS SNS

AWS SNS

Delivery Infrastructure

SendGrid

SendGrid

Delivery Infrastructure

Braze

Braze

Engagement Tools

Iterable

Iterable

Engagement Tools

Klaviyo

Klaviyo

Engagement Tools

Salesforce

Salesforce

Engagement Tools

Meta

Meta

Ads & Audiences

Google Ads

Google Ads

Ads & Audiences

TikTok

TikTok

Ads & Audiences

Slack

Slack

Observability & Teams

Jira

Jira

Observability & Teams

Linear

Linear

Observability & Teams

Looker

Looker

Observability & Teams

Firebase

Firebase

Delivery Infrastructure

Twilio

Twilio

Delivery Infrastructure

AWS SNS

AWS SNS

Delivery Infrastructure

SendGrid

SendGrid

Delivery Infrastructure

Braze

Braze

Engagement Tools

Iterable

Iterable

Engagement Tools

Klaviyo

Klaviyo

Engagement Tools

Salesforce

Salesforce

Engagement Tools

Meta

Meta

Ads & Audiences

Google Ads

Google Ads

Ads & Audiences

TikTok

TikTok

Ads & Audiences

Slack

Slack

Observability & Teams

Jira

Jira

Observability & Teams

Linear

Linear

Observability & Teams

Looker

Looker

Observability & Teams

Explore all integrationsWhat changes in your stack when Markin arrives

Surface 06 · Incremental impact

Impact is measured through incremental ARPU, revenue, and margin.

A causal dashboard, not a vanity report. Treatment vs control, confidence and maturity per experiment, and a portfolio view of opportunities discovered, experiments live, actions scaled, and actions stopped.

markin · impact · last 90 days

Incremental impact

Causal · treatment vs control · confidence-adjusted

Incremental ARPU

+ €0.00

rolling 30d · 92% conf

Incremental revenue

+ €0.00M

last 90d · attributed

Incremental margin

+ 0.0 pts

net of guardrails

Treatment vs control · ARPU

Treatment Control

Portfolio

  • Opportunities discovered312
  • Experiments live48
  • Actions scaled27
  • Actions stopped14

Job to be done

The same work, at a different throughput.

Nothing below needs a tool that does not exist. It needs the work to happen continuously instead of once a quarter, and to be proven against a holdout instead of argued about.

Job to be done, compared between Your stack today and With Markin
Job to be doneYour stack todayWith Markin
Notice that revenue per customer is drifting in a segmentSomeone spots it in a dashboard review, weeks after it started.Detected as a signal the day the drift clears noise, with the segment already sized.
Explain why it is happeningAn analyst is pulled off the roadmap for a two-week investigation.An investigation runs automatically and returns the drivers with their evidence.
Come up with hypotheses worth testingA workshop produces the handful of ideas the room happened to think of.Hypotheses are written continuously across marketing, product, pricing and technical health.
Decide which hypotheses deserve budgetPrioritised by seniority and gut feel, with no size attached.Each one is sized in revenue and ranked before anything is built.
Choose the next best action for one customerSegment rules and campaign calendars decide, refreshed when someone has time.Chosen per customer, per moment, against everything else competing for that customer.
Actually launch itA ticket to the lifecycle team, then a slot in next month's calendar.Executed inside the systems you already run, with no new channel to adopt.
Prove it caused the revenueReported against non-qualifiers or a global holdout, if at all.Every decision carries a randomised control group; uplift is read against it.
Kill what does not workProgrammes survive because nobody owns retiring them.Failing to beat control retires the programme automatically.
Do all of it again next weekCapacity-bound: four to eight tests a quarter.Hundreds of hypotheses in flight in parallel, continuously.

Architecture

Four areas, one product.

Context, Intelligence, Execution, and Learning & Control. Every capability in Markin lives under one of the four.

01

Context

Customer, product and transaction signals, identity resolution, external intelligence.

  • Customer data
  • Identity
  • Product & transaction signals
  • External intelligence
02

Intelligence

The methods used to understand behavior and estimate impact.

  • Predictive models
  • Uplift & causal models
  • Research agents
  • Hypothesis generation
  • Decisioning
03

Execution

Where decisions leave Markin and reach your customers, systems or teams.

  • Candidate actions
  • Integrations
  • CRM & channels
  • Product, support & internal routing
04

Learning & Control

How Markin stays measurable, safe and trusted.

  • Experimentation
  • Measurement
  • Governance
  • Auditability
  • Human approval

Applied research

The method that fits the problem.

No single model solves every decision. Markin combines the families below and picks the right one per problem. Predictive models estimate behavior; causal methods establish incremental impact.

Deep learningPropensityUpliftCausal inferenceSurvivalSequenceReasoning agents

Governance

Enterprise controls, on by default.

SOC 2 Type IIISO 27001GDPR

Permissions

Role-scoped access, per workspace and per action.

Eligibility rules

Customer, cohort and market constraints applied upstream.

Margin & discount limits

Guardrails enforced at the decision layer.

Communication limits

Frequency caps, quiet hours, channel budgets.

Human approval

Configurable approvals per action type and risk band.

Audit trails

Every decision, model version and outcome is traceable.

Model & experiment versioning

Every artifact is versioned and reproducible.

Emergency pause

Kill switch per action, agent, experiment or tenant.

Research

Further reading

How we calculate ARPU, how next best action marketing is measured, and where the 2026 benchmarks sit.

See Markin working on your ARPU.

30 minutes with our team. Bring one growth question, leave with an opportunity feed scoped to your business.

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