Retention Analysis

Learn how to uncover why customers leave and take actionable steps to keep them coming back. This course walks you through the Retention Analysis process, helping you understand what drives loyalty and churn. By the end, you’ll have the tools—and certification—to improve customer retention, boost lifetime value, and achieve sustainable growth.

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Who is this course for?

Retention Analysis is a free online course for professionals ready to deepen their understanding of customer retention, and to implement data-driven strategies to reduce churn. Whether you’re starting from scratch or optimizing an existing retention strategy, this course equips you with actionable insights and proven frameworks.

Senior leaders seeking to improve their profitability and reduce churn
CX and Insights teams needing to understand and act on customer loyalty drivers
Product, Marketing, and Operations leaders aiming to align teams around retention strategies

What you'll learn

Understanding Retention Drivers

Understand what key metrics you need to track when analyzing product returns.
Measuring Impact

Learn the essential metrics, from cancellation reasons to churn rates and customer lifetime value.
Delivering Retention Analysis

Master the step-by-step framework for data collection, enrichment, classification, and insight extraction.
Prioritizing Actions

Turn insights into actionable steps, prioritizing efforts to reduce churn effectively.
Sharing and Reporting Insights

Build clear, actionable reports tailored to different teams, complete with $-impact estimations.
Aligning Organizational Strategy

Establish cross-functional alignment and KPIs to ensure sustainable retention improvements.

Course curriculum

1. Introduction to Retention Analysis
1. Key Metrics in Retention Analysis
1. Delivery Framework
2. Data Enrichment
3. Data Classification
4. Insight Extraction
5. Insight Sharing and Reporting
6. Taking Action and Prioritization
7. Measuring the Impact
8. Culture & Organizational Set Up
1. Retention Analysis Quiz