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 37

December 01, 2021 00:31:18
Episode Cover

The Right Teams & Culture for Subscription Growth with Gannett-USA Today Network CMO Mayur Gupta

Mayur Gupta is the Chief Marketing and Strategy Officer at Gannett – USA Today Network. He is responsible for leading the transformation of Gannett...

Listen

Episode

June 15, 2022 00:03:46
Episode Cover

Season Three Wrap-Up and Season Four Sneak Peek with Robbie Kellman Baxter

Hey, it’s Robbie Kellman Baxter, host of the Subscription Stories Podcast. I wanted to just reflect on some of my favorite moments of season...

Listen

Episode 19

February 24, 2021 00:34:19
Episode Cover

Why Customer Success Matters For Subscriptions With Gainsight CEO Nick Mehta

With subscription models, acquisition is only the starting line. Organizations need to develop competence around onboarding new members, driving engagement, and expanding the relationship...

Listen