Fighting Churn with Data you own this product

The science and strategy of customer retention
Carl S. Gold
Foreword by Tien Tzuo
  • November 2020
  • ISBN 9781617296529
  • 504 pages
Included with a Manning Online subscription
  • printed in black & white
  • Available translations: Korean, Russian, Simplified Chinese
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Look inside
The beating heart of any product or service business is returning clients. Don't let your hard-won customers vanish, taking their money with them. In Fighting Churn with Data you'll learn powerful data-driven techniques to maximize customer retention and minimize actions that cause them to stop engaging or unsubscribe altogether. This hands-on guide is packed with techniques for converting raw data into measurable metrics, testing hypotheses, and presenting findings that are easily understandable to non-technical decision makers.

about the technology

Keeping customers active and engaged is essential for any business that relies on recurring revenue and repeat sales. Customer turnover—or “churn”—is costly, frustrating, and preventable. By applying the techniques in this book, you can identify the warning signs of churn and learn to catch customers before they leave.

about the book

Fighting Churn with Data teaches developers and data scientists proven techniques for stopping churn before it happens. Packed with real-world use cases and examples, this book teaches you to convert raw data into measurable behavior metrics, calculate customer lifetime value, and improve churn forecasting with demographic data. By following Zuora Chief Data Scientist Carl Gold’s methods, you’ll reap the benefits of high customer retention.

what's inside

  • Calculating churn metrics
  • Identifying user behavior that predicts churn
  • Using churn reduction tactics with customer segmentation
  • Applying churn analysis techniques to other business areas
  • Using AI for accurate churn forecasting

about the reader

For readers with basic data analysis skills, including Python and SQL.

about the author

Carl Gold is a Senior Data Science Manager for financial startup Migo.money. He has previously worked as Chief Data Scientist for Zuora, the industry-leading subscription management platform. He has a Ph.D. from the California Institute of Technology.

This book is a rarity. Lucid, compelling, and even funny. Mandatory reading for anyone running a subscription-based business. Buy a copy for your boss.

From the Foreword by Tien Tzuo, Founder and CEO of Zuora, Inc.

A must-have weapon. . . . This comprehensive guide provides deep insights on churn analysis with step-by-step examples.

Kelum Prabath Senanayake, Echoworx

A great exploration of churn, richly packed with theory and great code samples.

George Thomas, Manhattan Associates

Churns out almost everything related to churn. Packed with lucid language, detailed explanations, and scrutiny of a real-life case study.

Prabhuti Prakash, Synechro

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