SMB Advertiser Churn: New Data for an Old Industry Problem (Free Report)
February 15, 2016 | Contributed by: Joe Morsello
Today Local Search Association (LSA) and LSA member Vendasta are releasing a new, free report titled, “SMB Advertiser Churn: New Data for an Old Industry Problem.” The report explores some of the triggers and potential variables behind SMB advertiser churn using new data from Vendasta.
The data come from more than 275,000 small business accounts and Vendasta made its aggregate customer data available as a source for this report in an effort to help isolate and identify churn variables and potential triggers and causes. Six churn variables were identified:
- Number of products sold
- Product pricing
- Vertical vs. horizontal sales tactics
- Media category track record
- Advertiser category track record
- Service model (i.e., DIY vs. Do-It-for-Me)
The findings are controversial and contradict some of the conventional wisdom in the market. To download the report, click here.