Streaming TV service Lightbox says it has been able to reduce customer churn by using data analytics technology from Spark subsidiary Qrious, enabling it to better compete with global content providers.
Lightbox says it engaged with Qrious to try and understand why customers became inactive or ceased viewing, and how to better engage and retain those same viewers.
“The specialists at Qrious took a less traditional view on churn propensity modelling, and instead mapped out what ‘good’ viewer behaviour looked like,” Lightbox said.
“For Lightbox, this then became the benchmark for all subscriber activity – and enabled Lightbox to communicate appropriately with subscribers and present them with shows that they would enjoy.”
Lightbox general manager, Hema Patel said the specialised data expertise of Qrious allowed the company to gain a fresh perspective on existing data, and to generate meaningful business insights.
“The video-on-demand landscape is fast-paced and highly competitive,” she said. “To stay relevant – and successful - we are realising that data has to be at the core of all our strategic business decisions.
“Thanks to Qrious, we are becoming a truly data-driven business - enabling us to provide our subscribers with the best possible viewing experience and stay 100 percent competitive with global content providers,” she says.
Qrious CEOI, David Leach said: “Lightbox can now access subscriber insights, pull customer data easily in real-time and run monthly reports on engagement levels that inform all their future marketing activity.”