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 12

October 07, 2020 00:40:01
Episode Cover

EA’s Mike Blank on Keeping a “Player First” Mindset within a Subscription Business

Electronic Arts’ Mike Blank joins Robbie to talk about his journey bringing subscription to the world of gaming. They discuss the challenges of subscriptions...

Listen

Episode 0

September 16, 2020 00:29:47
Episode Cover

charity: water’s MZ Goodman on Bringing Subscriptions to the Nonprofit World

Charity: water’s MZ Goodman joins Robbie to share how she is applying subscription model best practices to a nonprofit. They discuss how MZ leverages...

Listen

Episode 45

September 07, 2022 00:36:49
Episode Cover

Bestselling Author Nir Eyal on How to Ethically Hook Your Subscribers

To drive recurring revenue, you need products and services that people use. Habitually. Repeatedly. Organizations strive to design addictive subscriptions. But for every beloved...

Listen