Canopy
Canopy is a DTC ecommerce brand specializing in home wellness devices like humidifiers, shower heads, and diffusers
Data Analysis
Data Analysis
Situation
Increase the value of the subscription business. The data spans six months and includes information on subscriber demographics, subscription types, pricing, usage metrics, and customer behavior.
Task
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Perform an analysis of the provided data set.
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Identify key trends, patterns, and insights related to customer behavior and subscription performance.
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Make data-driven recommendations for improving subscription retention.
Action
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Used pivot tables to determine customer behavior, trends, and patterns. Start at 30K feet and descend to 5K
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As lifecycle and retention marketer, honed in on churn rate, discounts, LTV, and feedback score and how each impact one another
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7 feedback score churn rate: 62% (avg churn rate 53%)
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Social Media + WOM cohort + applied discount + 7 feedback score churned at 70%
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💡A high satisfaction score not leading to retention suggests the discount strategy may be counterproductive. We may be attracting price-sensitive customers who need more relationship building to become loyal
Results
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A/B Test Surprise and delight. Reduce churn at key points in the subscriber lifecycle to extend LTV.
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Target strategic points in the subscription journey and determine if a free gift would impact churn. Implement a "free GWP vs no gift" test on orders number 2, 3, and 4. Order 3 acts as the control (avg order cycles 3.9)