Market analysis: we conducted a desk analysis to collect data on market trends and best competitors. The goal was to build a solid understanding of the market and create a list of best-in-class activities to reduce churn and engage CB;​

Behavioral analysis: to better understand WOW CB, we performed an analysis of platform and content usage, packages and historical CB movements. This analysis was useful to build representative clusters of different aspects, such as churn behavior, content usage, etc;​

New Lifecycle strategy: we proposed a new customer lifecycle strategy based on market analysis, behavioral analysis and our industry experience. Specifically, we focused on the phases of: ​

• Onboarding: we redesigned a new journey based on multichannel, semi-customization of content and through the addition of a feedback survey to collect customer opinions;​
• In-life: To redesign the In-Life Journey, we proposed a model that, through machine learning, effectively measures customers' propensity to fading, thus exploiting usage to keep them engaged;​
• Prevention: To redesign the Prevention journey, we proposed a model that effectively measures downgrade high-propensity subscribers based on their behaviors, so that concrete actions can be implemented on this target to avoid churn;​
• Retention and Win-back: for these two journey we proposed a strategy based on semi-customization, climax promos and FOMO for incoming content;​

A/B testing: we used the ab tests to test and learn which actions would improve the CR and the other KPIs considered. The variables we include are Copy/ phrasing, Channel, specific content.