Marketing

Key Performance Indicators

KPI	Description
Churn by Month Connected	This analytic provides the churn rate for up to 36 months along with an average churn rate line for the period. Each individual column represents the churn rate for that particular month.
Connected Subscribers	The current number of connected subscribers is displayed as the point of the data being refreshed.
Contract Re-signs	This KPI represents the percentage of subscribers who have extended their contract terms once they passed their previous contract renewal date. The measure is taken over a rolling 12 month period.

Marketing Analysis

Analytic	Description
Churn by Month Connected	This analytic allows inspection of a particular connection month to understand the churn profiles of connections made in that month. This is both a useful indicator of early churn from a particular month and also allows churn predictions to be made based on the understanding of intra month churn. Date ranges can be selected and calculated interactively and, for example, the churn figures for a quarter, half year, and year period can be accessed by simple highlighting of the date range of interest. A further feature is the ability to select connections made in a particular connection month to quickly compare different years.
Churn by Month and Tariff	This allows the user to drill down to analyse how particular tariffs and networks perform from a churn perspective. A further feature is the ability to select connections made in a particular connection month to quickly compare different years. This dashboard also allows for analysis to be performed both by the connection reason and disconnection reason to allow visibility of the causes of churn and for the performance of different connection sources to be understood.
Churn Analysis	Churn Analysis allows a side-by-side comparison of the performance of different tariffs, connection month/year, networks and customer types to directly compare the number of subscribers originally connected, how many are remaining, and the churn rate. Choosing any of the options populates the data and further choices remain available to drill further into the data.
Contract Re-signs	This analytic allows a deeper understanding of the success of new business acquired against existing customers retained over a rolling 12 month period. Comparisons can be drawn from reviewing different tariffs and customer types with the results being shown numerically and graphically.
Tariff Analysis	Tariff analysis is designed to provide understanding of profitability at tariff level, thus helping enable decision makers to understand the relationship between churn and profitability. For example, a highly profitable tariff may have a low churn rate and focus can be applied to convert existing or new customers to these tariffs. Alternatively a high-margin tariff may have unacceptable churn levels, suggesting that customers don’t necessarily apply the same value. This extends to show monthly revenue by revenue type (services or usage) and tariff based on subscriber invoicing, Average Revenue per User (ARPU) and Average Margin Per User (AMPU). Usage is broken down into its component parts – Calls, Data, SMS and bundled / non-bundled – allowing powerful self-serve analytics to be performed.

Analytic	Description
Subscriber Volume	Three dashboard charts are available: Subscription Tracker Connection Length Contract End Date The entire subscriber base can be analysed using a number of key factors: Network Connection Status – connected or disconnected Connection Reason Customer Type Disconnection Reason Contract Status - in or out of contract Type Allocation Code Number (TAC No) – derived Tariff and Package Description and Code – active/non active Disconnection Reason Contract End Date Customer Type Group Name Corporate Name Customer Name Year/Month/Date This data is presented numerically and graphically for ease of use. Subscription Tracker In combination with other key data from Online Analytics, retention and upgrade strategies can be established. For example, having established that Tariff ABC has good profitability and churn rates, Subscriber Volumes can help identify the number of customers on that particular tariff who are out of contract. Connection Length Insight is also provided to show the average tenure of the different customer segments using any combination of the factors above. For example, identify the number of subscribers who are out of contract who have been connected over two years for use in a retention programme. The number of subscribers in or out of contract can then be tracked to gauge success. Contract End Date A specific chart is tasked with displaying subscriber contract end dates aggregated by the date, month and year that the contract ends is also available.

Analytic

Description

Subscriber Volume

Three dashboard charts are available:

Subscription Tracker
Connection Length
Contract End Date

The entire subscriber base can be analysed using a number of key factors:

Network
Connection Status – connected or disconnected
Connection Reason
Customer Type
Disconnection Reason
Contract Status - in or out of contract
Type Allocation Code Number (TAC No) – derived
Tariff and Package Description and Code – active/non active
Disconnection Reason
Contract End Date
Customer Type
Group Name
Corporate Name
Customer Name
Year/Month/Date

This data is presented numerically and graphically for ease of use.

Subscription Tracker

In combination with other key data from Online Analytics, retention and upgrade strategies can be established. For example, having established that Tariff ABC has good profitability and churn rates, Subscriber Volumes can help identify the number of customers on that particular tariff who are out of contract.

Connection Length

Insight is also provided to show the average tenure of the different customer segments using any combination of the factors above. For example, identify the number of subscribers who are out of contract who have been connected over two years for use in a retention programme. The number of subscribers in or out of contract can then be tracked to gauge success.

Contract End Date

A specific chart is tasked with displaying subscriber contract end dates aggregated by the date, month and year that the contract ends is also available.