Customer Retention Analysis

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Retention Curves Cohort visualization

Churn Analysis Period-by-period

Survival Analysis Projected lifespan

Revenue Impact LTV calculator

R = Customers(end) / Customers(start)

Percentage of customers retained period-over-period

C = 1 - R

Percentage of customers lost each period

L = 1 / C

Expected customer lifetime in periods

t(1/2) = ln(0.5) / ln(R)

Time for 50% of cohort to churn

Cohort Retention Curves Churn Rate Analysis Survival Projections LTV Impact Calculator Heatmap Visualization CSV/PNG Export

5% retention improvement = 25-95% profit increase

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Dr. Koray Cosguner

Founder & Principal Consultant
Associate Professor of Marketing

Kelley School of Business

#1 Online MBA | #4 UG Marketing (U.S. News)

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