Going Deep on Customer Retention Analytics for Subscriptions with Harvard Business School's Eva Ascarza

Episode 57 June 07, 2023 00:42:59
Going Deep on Customer Retention Analytics for Subscriptions with Harvard Business School's Eva Ascarza
Subscription Stories: True Tales from the Trenches
Going Deep on Customer Retention Analytics for Subscriptions with Harvard Business School's Eva Ascarza

Jun 07 2023 | 00:42:59

/

Show Notes

When I first started talking about the Membership Economy, there just weren’t that many academics or researchers interested in studying the power of customer retention.  That’s why I’m really happy to see some of the best minds in finance, strategy and marketing today are thinking about how to build, and measure durable relationships between organizations and the people they serve. Today’s guest, Eva Ascarza, is the Jakurski Family Associate Professor of Business Administration at the Harvard Business School. Her primary research subject is customer management (with special attention to the problem of customer retention). That’s good news for all of us building subscription businesses. In today’s discussion, we talk about the right metrics to measure and improve customer retention, how to use pattern recognition to predict which customers will be most valuable, and why cohort-based analysis is so important.

Other Episodes

Episode 18

February 17, 2021 00:34:29
Episode Cover

CrossFit's Eric Roza on Taking Over a Beloved Membership Organization After a Crisis, and Keeping the Magic

In mid-2020, Eric Roza bought CrossFit, Inc. from CrossFit Founder and former CEO, Greg Glassman. The sale was first announced on June 24, 2020,...

Listen

Episode 50

November 16, 2022 00:35:45
Episode Cover

Scaling a Telehealth Pet Subscription, by Starting in Person. With Zubin Bhettay, CEO of Fuzzy

Sometimes the best way to launch a digital subscription is to launch a physical subscription. Even if you plan to scale with a virtual...

Listen

Episode 5

August 19, 2020 00:29:10
Episode Cover

A+E Networks' Piper Rosenshein on Standing Out as a Niche Player in the Streaming Wars

Piper Rosenshein, VP Subscription Video Services at A+E Networks, shares her tips for creating a customer-centric approach and a lasting digital subscription model. Join...

Listen