Case Study: a large U.S. publisher reduces churn and boosts retention with Mather Economics

Large U.S Publisher - Customer Case Study

Mather Economics worked with a large U.S. publisher that wanted to reduce customer churn and get more value from its retention campaigns. The publisher needed a better way to understand which customers were most likely to leave and how to target them effectively.

Mather Economics used churn analysis to estimate risk by customer and divide the base into three churn-risk segments, then tested three retention offers: an $18 charger, a $12 gift card, and a $1 greeting card. The program reduced churn across all segments, with the biggest lasting impact in the highest-risk group, and delivered an average 10% reduction in churn overall. The tests also showed that low-cost incentives were often the most cost-effective, helping the publisher identify the best retention approach by segment.