Client was unable to successfully convert trial customers into pay-for-fee customers.

Requirements for reporting necessitated well defined specifications, and a report request with a 2 week lead time.

• Comprehensive customer bases analysis through mining available data sources.
   
• Comparative analysis of active customer base with churned customer base to identify and predict customer churn behavior.

• Data were exported to thinkSmart's secure Marketing Data mart.
   
• Data were processed and an online cube created.
   
• Data were exposed to business users in a secure online environment (SMART site).
   
• Data access was designed to be intuitive and user-friendly.
   
• Cube design allowed for granular mining of data allowing business users to test hypotheses, and share reporting discussions in a team environment.

• Findings identified multiple customer behavior predictors enabling client to develop pro-active customer service activities designed to reduce churn.
   
• Findings allowed customer to make data driven business decisions.
   
• Client enacted a customer training program to address short-term customer churn.

• Business users can build reports on the fly. Business users can hypothesize with no need for prior reporting specifications.
   
• 24/7 Access to most current data with no lead time required. Hypothesis testing occurs in real time, yielding greater insight into demographic makeup of customer base
   
• Business users are able to make better informed data driven decisions.