A research engine helped @dagensnyheter identify features that could explain digital churn

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A research engine helped identify features that could explain digital churn http://ow.ly/SYkw30hdunv 

The six most important factors were:

  • Monthly reminder invoices (digital/paper).
  • Longer subscription periods (especially amongst students).
  • Auto-payment model.
  • Iphone and iPad identification — subscribers coming from the iOS system was more valuable, and they should adjust their offer accordingly.
  • Activation — if a subscriber was active more than 90 seconds over the past week, that user would probably not churn. They needed to activate with the newspaper, through e-mails, notifications, etc.
  • No telemarketing — while this was the traditional method for getting print subscriptions, it was a bad idea for a digital business.

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