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- 09 Dec 2019
- Research & Ideas
Identify Great Customers from Their First Purchase
by Kristen Senz
Using data from their very first transaction, companies can identify shoppers who will create the best long-term value, says Eva Ascarza. Open for comment; Comment(s) posted.
The Twofold Effect of Customer Retention in Freemium Settings
Many digital products offer “freemiums”: that is, part of the product for free, often with advertising, and an enhanced customer experience for payment. This research, in a mobile game context, shows the importance of recognizing the short- and long-term effects on customer retention when managing the tradeoffs between free and paid aspects of freemium products.