Retention and LTV both get steadily better as data quality improves — losing a robust + fresh user is both rarer and more expensive than losing a low-structure one.
Patrick - Mixed quality has the lowest (best) churn rate. LTV is also much higher than "Robust + fresh". In fact, "Robust + fresh" has the third lowest LTV. Why do you think that losing robust + fresh is rarer and more expensive?
Users churned
Patrick - Churn in what time?
Paid users with no email audience 418,302 (40.36%)
Patrick - Check with Claudia if there understanding is the same.
Only 52,372 of 2,920,472 paid audiences have rich AND recently-refreshed data the target.
Patrick- We have 1M Paid Marketing cloud users. Do you mean by paid audience, audience of paid 1M users?
“PS+B2B” in this report means a user is in any one of these four verticals. The other verticals (Goods, Retail, Civic, Content, All Other) are mostly B2C or undefined. The net is wide on purpose — the actual pilot can pick a tighter sub-cut (e.g. SaaS alone) later.
Patrick - We have ~1M Marketing cloud paid users. These four verticals add to more than total volume of our paid user base. On top of that we have other verticals as mentioned by you. Do all paid users roll up under one of the 4 categories