Case Study: WordStream achieves better churn prediction and customer health scoring with Gainsight's Scorecard Optimization

WordStream Optimizes Its Customer Health Score with Help From Gainsight’s Data Science Team

WordStream, a cloud-based advertising solutions company serving small-to-medium businesses and agencies, relied on a customer success team of ~45 CSMs to manage portfolios of 100–150 accounts each. As the product evolved (notably deeper Facebook integration), their existing Gainsight health score became outdated — with 70–80% of customers clustered in “yellow” — leaving CSMs without a clear signal of who was at real risk of churn.

WordStream engaged Gainsight’s Scorecard Optimization team to reweight and validate health signals, running weekly analyses and segment-specific models for agencies and advertisers. The work uncovered surprising drivers (e.g., reporting use correlated with healthier advertiser accounts; login frequency was a poor predictor for agencies), produced a more predictive churn score, earned executive buy-in, and gave clear, implementable rules that other teams can now use to drive satisfaction, retention, and growth.

WordStream

Phil Kowalski

Director of Customer Success