Fighting Churn with Data: The science and strategy of customer retention cover
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This is an online version of the Manning book Fighting Churn with Data. With liveBook you can access Manning books in-browser — anytime, anywhere.



This book is a rarity. While it’s intended primarily for technically oriented people with some familiarity with coding and data, it also happens to be lucid, compelling and occasionally even (gasp!) funny. The first chapter, in particular, should be mandatory reading for anyone interested in running a successful subscription-based business. Buy a copy for your boss.

It’s exciting to think about all the different companies that will benefit from the sharp analysis in these pages. Data folks from all sectors of the global economy, from streaming media services to industrial manufacturers, will be paying close attention to Carl’s book. Today the whole world runs “as-a-service”: transportation, education, media, healthcare, software, retail, manufacturing, you name it.

All of these new digital services are generating vast amounts of data, resulting in a huge signal to noise challenge, which is why this book is so important. I study this topic for a living, and no one has written such a practical and authoritative guide to effectively filtering through all that information in order to reduce churn and keep subscribers happy. When it comes to running a subscription business, churn rates are matter of life and death!




about this book

1.1   Who should read this book

1.2   How this book is organized: a roadmap

1.3   About the code

1.4   liveBook discussion forum

1.5   Other online resources

about the author

about the cover illustration

1 The world of churn

1.1   Why you are reading this book

1.1.1   The typical churn scenario

1.1.2   What this book is about

1.2   Fighting churn

1.2.1   Interventions that reduce churn

1.2.2   Why churn is hard to fight

1.2.3   Great customer metrics: Weapons in the fight against churn

1.3   Why this book is different

1.3.1   Practical and in depth

1.3.2   Simulated case study

1.4   Products with recurring user interactions

1.4.1   Paid consumer products

1.4.2   Business-to-business services

1.4.3   Ad-supported media and apps

1.4.4   Consumer feed subscriptions

1.4.5   Freemium business models

1.4.6   In-app purchase models

1.5   Non-subscription churn scenarios

1.5.1   Inactivity as churn

1.5.2   Free trial conversion