I was curious to see what you might think about this scenario. So, let’s say we have a tag to measure when someone is a customer, when someone is not a customer, and when they are a user of a particular section of our product. Let’s call these tags:
Tag: Current Customer
Tag: Former Customer
Tag: Feature User
We want to measure retention as it relates to the Feature User tag, e.g. are people who have that tag more likely to stay? Our current process is like this:
Customer joins, Current Customer tag is applied.
Customer opts into feature, Feature User tag is applied.
Customer opts out of feature, Feature User tag is removed.
Customer quits, Current Customer tag is removed, and Former Customer tag is applied.
Sometimes, people opt out of the feature without quitting as a customer. So, then, we’d like to measure what percentage of customers quit, that have the Feature User tag at the time they quit, e.g. at the time the Former Customer tag is applied. And what percentage of costumers don’t have that tag when they quit, as well.
I realize this is a little complicated, but hopefully I have explained it in a way that isn’t a total mess. I don’t think it’s possible, but I wanted to check, and to see if anyone had any suggestions of a better way to establish a data set that measures this - and then how to measure it.
I’d love to hear your suggestions! Thank you for taking the time to read this.