Independent analytics case study · SQL · Python · Tableau
An end-to-end analysis of the subscription lifecycle: where users enter, where they leave, and which onboarding outcome justified a rollout.
Context: A subscription product needed a clear view of acquisition quality, activation, retention, and paid conversion. My role: Independent product analyst - responsible for the SQL analysis, Python validation, experiment readout, and Tableau executive dashboard.
Which acquisition channels and early behaviors create subscription value - and should a higher-converting onboarding variant roll out?
Analysis path
Key signals
The analysis found 37% churn and about $43K in MRR at risk, while Referral and Organic performed best on conversion. The onboarding variant improved conversion from 17.4% to 20.2% (+2.9 percentage points, p < 0.001), supporting rollout.
After rollout, monitor conversion lift by channel and device, first-30-day retention, ARPU, and support contacts. A durable win should improve paid conversion without simply moving churn downstream.