Churn is the bane of any subscription business, such as content subscriptions, software as a service, and even ad-supported freemium apps. You can improve customer retention through product changes and targeted engagement campaigns based on data-driven interventions.   This hands-on guide is packed with techniques for converting raw data into measurable metrics, testing hypotheses, and presenting findings that are easily understandable to non-technical decision makers.   Don’t let your hard-won customers vanish from subscription services, taking their money with them. In Fighting Churn with Data you’ll learn powerful data-driven techniques to maximize customer retention and minimize actions that cause them to stop engaging or unsubscribe altogether.   •   Identifying processes suited to machine learning •   Using machine learning to automate back office processes •   Seven everyday business process projects •   Using open source and cloud-based tools •   Case studies for machine learning decision making   For readers with basic data analysis skills, including Python and SQL.