Client
An American media conglomerate with primary interests in cinema and cable television.
Business Situation
- Minimize churn rate of customers on the app.
- Identify pain points in the funnel conversion analysis.
- Consider customer behavior attributes and video engagement metrics.
- Automate data capture to minimize manual efforts.
- The app had grown to acquire ~2m subscribers.
- Release the right content at the right time in a personalized manner to reduce churn and ensure subscription renewal.
Solution
- SGA built a model for identifying the drivers of survival of customers on the app and survival analysis models to understand the impact of various on survival and to predict customer lifetime.
- SGA calculated the hazard probabilities and survival curves for segments of the customer base and how they can be used to extract valuable key performance indicators and to fine-tune the timing of campaigns.
- SGA conducted machine learning analysis of user engagement for the first seven days post-install and accurately predicted the likelihood of users to churn (abandon the app) within the next 30 days.
- SGA segmented the users with high and mediumhigh churn-likelihood scores into a dynamic audience and targeted them with a special offer via a push message campaign.
- The marketing team composed several different message segments and used automated A/B/n testing to prioritize the highest performing segments.
