Booking churn Subscribers in Analytics?

Hi Josefin,

This is such a big, interesting topic. The variations in what define new, returning, lapsed, and churned (or drop offs) varies widely, as does the scope of the patrons to be considered in those buckets (everyone, or only subscribers, or any buyer within a certain season type).

I'm going to see if I can scratch the surface a bit from the Analytics side to start, where we can pull together the overall numbers. This NewReturnLapseandChurn.dash dashboard is an exercise I've drafted in calculating these values in Analytics in such a way as to respect any dashboard filters you may apply in order to impact the scope of the buckets (e.g. only subscribers). The dashboard outlines some assumptions around the calculations for who is new verses lapsed, etc., which is logic you can alter once you've been through the exercises and translate this into your own business rules.

This dashboard is part of a greater whole, and hard codes the fiscal years into the value formulas, whereas typically I would use relative fiscal year values so that each year's change over would not require editing all the formulas in the dashboard.

I'm also attaching NewReturnLapseandChurnChart.dash shown below as an example of what you can do with these numbers. The dashboard has default filters for

• Is Package Flag, to limit the results to just package buyers, non-package buyers, or everyone.
• Season Type, to limit to only certain types of yearly seasons.

One could add any other applicable filter, and the new, return, lapsed, and churn values will respect it.

Best,
Chris

• Importing a Dashboard from File

Thanks a lot Chris!

This was very helpful.

I will import the dashboard and start expirement right away!

Best, 

Josefin

Thanks a lot Chris!

This was very helpful.

I will import the dashboard and start expirement right away!

Best, 

Josefin