Customer Lifetime Value and Churn

Customer lifetime value (CLV) is the foundation of recurring revenue business models: you recoup the costs and profit from a customer over their lifetime using your product, not from a single transaction. CLV is important because you need to make sure that the costs you spend to acquire and maintain your customers are worth it! […]

Advanced Metrics for Customer Churn

In this post I’m going to explain why you need to use what I call “advanced” customer metrics in your fight against churn. If you are trained in data science, you would call this feature engineering because we are talking about designing the data (features) for an analysis. I’m going to make some examples from […]