Wharton Customer Analytics

Research Opportunities

(Closed for Submission)

Desktop Software Subscription Analysis

Wharton Customer Analytics is pleased to announce an extraordinary dataset from a Fortune 500 Software Company that allows for deep analysis and exploration of how customers use and renew software licenses.

This dataset contains 8 cohorts of 10,000 customers each. The cohorts are randomly selected from customers who made their first purchase in each calendar year, 2006-2013. Included in this dataset are all licensed products for every year, purchase history (including free trial conversions and channel source), and 4 years of weekly “heartbeat” data to indicate software use & renewal communication. In addition to using a subscription model for licensing, the data sponsor also has implemented “auto-renewal” in the past, requiring customers to opt-in or opt-out of automatically extending their subscriptions.

The anonymized data will be provided, via competitive proposal process, to 6-10 research teams interested in studying subscription renewals, software use behavior, or other areas related to the sponsor’s business.

Through this Research Opportunity, the sponsor wishes to better understand:
  • What factors impact an individual customer’s likelihood to renew? What are the major elements that influence renewal?
  • How does the portfolio of products evolve for any given customer? How do customers migrate from one product to another?
  • Does purchase channel impact likelihood of renewal or portfolio evolution?
  • How does auto-renewal affect customer behavior?

Note: This Research Opportunity is closed for proposal submissions.

Research Teams

grantees of the data:

 

Analysis of Software Subscription Patterns via Co-Clustering
Manish Agrawal, University of South Florida
Alan Hevner, University of South Florida
Daniel Zantedeschi, University of South Florida
Balaji Padmanabhan, University of South Florida
Robert Gramacy, University of Chicago

An Empirical Investigation of the Distribution Channel Mix
Kristina Brecko, Stanford University
Wesley Hartmann, Stanford University
Peter Reiss, Stanford University

Customer Churn Dynamics: Identifying Drivers of Customer Churn to Predict Subscription Renewals
Hari Hariharan, Fractal Analytics
Madhav Kumar, Independent Researcher
Gaurav Dixit, Fractal Analytics

Using Heartbeat Data to Predict the Nature and Timing of Future Heartbeats
Purushottam Papatla, University if Wisconsin-Milwaukee

Dynamic Pricing Coordination in Online Multi-Channel Distribution
Seung Hwan “Shawn” Lee, Syracuse University
Eunkyu Lee, Syracuse University

The Effect of Free Trial Use on Software Adoption Behavior
Baek Jung Kim, New York University
Vishal Singh, New York University
Russ Winer, New York University

The Effect of “Freemium” on Customer Retention and Loyalty in the Software Industry”
Alvin Zuyin Zheng, Temple University
Marius Florin Niculescu, Georgia Institute of Technology
Paul Pavlou, Temple University

Product Migration Analysis and Portfolio Change Prediction at a Customer Level
Bharath V., Hansa Cequity
Hemanth Kattamuri, Hansa Cequity
Yogendra Sisodia, Hansa Cequity

A Learning Model to Understand Product Renewal and Upgrades over Multiple Devices: Evidence from a Desktop Software Subscription Service
Imran Currim, University of California at Irvine
Ivan Jeliazkov, University of California at Irvine
Mingdi Xin, University of California at Irvine
Ofer Mintz, Louisiana State University

Disclaimer

The Research Opportunity webinars are posted here for a research-focused audience and should not be quoted, paraphrased or otherwise utilized without written permission of WCA. Any media inquiries or requests for quotes about the projects should be directed to wca-research@wharton.upenn.edu.