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New report: “SMB Advertiser Churn — New Data For An Old Industry Problem”
What variables influence client churn and retention rates? The answers might surprise you.
This report from the Local Search Association and Vendasta explores some of the triggers and potential variables behind SMB advertiser churn using new data from Vendasta.
The data come from more than 275,000 small business accounts, and Vendasta made its aggregate customer data available as a source for this report in an effort to help isolate and identify churn variables and potential triggers and causes. Six churn variables were identified:
- Number of products sold
- Product pricing
- Vertical vs. horizontal sales tactics
- Media category track record
- Advertiser category track record
- Service model (e.g., DIY vs. Do-It-for-Me)
Some of the findings are counter-intuitive and may surprise you. Visit Digital Marketing Depot to download your copy.