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Improving the performance of mobile retention with churn analysis

  • Mobile retention has recently become a focused issue for app-based companies due to its importance and contribution in achieving revenue goals. A crucial aspect of mobile retention is to monitor and control the churn rate of app users. This thesis therefore investigates how churn analysis can enable the improvement of mobile retention campaigns and give recommendations for better integration of churn analysis in planning retention activities. Six expert interviews conducted at app-based companies in multiple industries have provided precious insights, especially the usage of churn analysis in practical business situations. The findings were interesting: at most companies, churn analysis is not a new concept, yet has not been implemented properly due to lack of resources and customer data. However, it is believed by experts that the planning of mobile retention strategy should follow the suggestions from churn analysis since certain positive effects have been recorded. With these solid findings, a framework was presented to help improve the performance of mobile retention with churn analysis.

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Metadaten
Author:Dung Hoang
Referee:Sabine Haller
Advisor:Martin Dastig
Document Type:Master's Thesis
Language:English
Date of first Publication:2019/12/19
Publishing Institution:Hochschulbibliothek HWR Berlin
Granting Institution:Hochschule für Wirtschaft und Recht Berlin
Date of final exam:2019/07/05
Release Date:2019/12/19
Page Number:101
Institutes:FB I - Wirtschaftswissenschaften / International Marketing Management M.A.
Licence (German):License LogoUrheberrechtsschutz