The key principle of the Lifetime Analytics application is to help the Loyalty and Product Marketing team to perform better churn retention and ARPU growth operations through continuous flow of small and targeted marketing, sales and care actions, rather than only yearly planned big marketing campaigns. This is why feeding with subscription data, understanding new clusters and performing dedicated actions every month is at the core of Lifetime Analytics.

Tasks to perform monthly

At the end of the month, the required tasks to perform are :

  1. Import the subscription data as the last snapshot of the subscriptions (See Importing Subscription Data into Lifetime Analytics)
  2. Update the Market offer prices for the competitors (See Compare with Market Offers)
  3. Launch the cluster discovery for Churn clusters, Cross-sell clusters and Up-sell clusters (See What is a Clusters)
  4. Review the newly discovered clusters (See Deep dive into clusters?)
  5. Create dedicated actions (See Design Action Plan) to cover the new clusters
  6. Execute the actions through the Channels and export/import the subscriber feedbacks (see Monitor Action Performance)
  7. Review the performance of the actions on the LTM Churn rate, ARPU and Revenue LTM

Some non recurring task can be perform to maintain the Lifetime Analytics data model and configuration :

  • Updating the cost structure reference used for the business case of the action designer. Eg. Pay TV package cost changes, etc.
  • Updating and configuring the action library references : proposition prices, promotions
  • Adding, updating or removing data into the Data Model to match the needs of the Loyalty and Product Marketing teams and the evolution of the available data from the OSS and BSS data systems from the Operator (See Data Reference)
  • Eventually, updating the Product Family and RGU Reference, if the scope business changed

The tasks listed above involves two user roles : 

  • Loyalty and Product marketing users (main users), deep diving the clusters, designing the action plans and reviewing the marketing action performance
  • Data manager (managing users), collecting and importing the monthly subscription data, launching the cluster discovery and updating the reference data

Organization considerations

As Lifetime Analytics provides an application covering the end-to-end control tower for churn and ARPU growth management, it could involve users from different departments : 

  • Loyalty and retention, as main users
  • Product Marketing, as main users
  • Sales Performance, as main users
  • Channels to operate the campaign designed with Lifetime Analytics
  • Support, Services and Care to operate the action designed with Lifetime Analytics
  • Data and Analytics, as main users and/or as managing users to manage the data model and to perform ad-hoc subscriber analysis, eventually the data collection in coordination with the BSS and OSS teams
  • IT to operate the data file collection and/or as managing users in coordination with OSS teams
  • Data Privacy, to ensure compliance with GDPR and other privacy regulations

Having a monthly meeting, lead by the Data manager in charge of the Lifetime Analytics, would help the coordination between departments and continuous improvement of the experience and performance of the Lifetime Analytics application.


The following tasks can be automated and scheduled with the Lifetime Application CLI/SDK :

  • Importing Subscription data
  • Updating the Market offer prices
  • Launching the cluster discovery
  • Exporting/Importing the subscriber feedbacks with your CRM/Campaign Management Tool