Analytics is often associated with online marketing as a way to measure visits to a website and online commerce. Yet as brands increasingly rely on apps and websites to entice customers, they are ...

Companies can't afford to lose hard-won customers, but in truth some customers are more important to keep than others. Recent research by Sunil Gupta and Aurélie Lemmens explains how to find them.

Churn gets a lot of bad press. Yes, it is complex and confusing, but as a metric, it is helpful. In the early stages of building a company, churn gives you quick feedback, which other metrics seldom ...