Targeting and Retention for a SaaS Firm

The Client: A private information technology company selling managed SaaS software to their client.

The Problem: The client was interesting in the types of current and lapsed clients who were more likely to convert as well as churn faster. Undertanding which firms and why could greatly streamline sales, marketing and customer success efforts.

Our Approach: Cogknition began working with key internal stakeholders to track business activities as well as data ownership. We conducted a deep analysis of accounting, CRM, customer usage and customer success data in order to assess readiness for analysis. Following our initial assessment we determined which data activities were most critical to support targeting and churn management today. After developing secure management protocol we then prepped and unified the data sources and devised analytical models that could account for both business-constraints and data limitations. Our models then revealed reasons for historical drivers of churn as well as predictive models for current accounts that we most likely to churn within the quarter.

Our Outcome: Based on our analysis, we devloped visualizations and reporting that would allow sales, marketing and success teams to respond quickly to changing conditions as well as to understand which specific managerial actions (training, contacts, support) would best support the retention of key accounts. Taken together, these actions directly support the long-term valuation of the enterprise.