ClickUp

Challenge: Diagnosing churn

ClickUp’s data science team built a sophisticated churn model to help the business predict at-risk accounts. The model was shared with marketing and success teams using BI, but those dashboards were too high-level for the teams responsible for addressing the issue. “Our marketing lifecycle teams could not use existing views to create a solution.” This gave the teams visibility into churn at a high level, but it wasn’t driving decisions around building programs.

• Dashboards lacked the depth business teams needed to take meaningful action

• Business teams couldn’t prioritize segments to chase in re-engagement programs

• Data team was getting inundated with ad-hoc requests about the churn model

How they use Hex: Operationalizing churn predictions

ClickUp uses Hex to operationalize churn predictions for marketing and success teams. The team built a multi-dimensional data app for business users to explore churn predictions, dig into segments, and customize it to their role.

Key use cases

• Align with business stakeholders on the analysis they need to make decisions

• Go from an ad hoc analysis to a published data app with just a few clicks

• Build self-serve exploration “with guardrails” for business teams

Impact: Saving more than $1M in churn

The custom data app empowered multiple go-to-market teams to identify strategies for reducing churn, resulting in savings of over $1M for the company. With this new app:

Marketing optimized campaigns to customer profiles with lower churn risk, focusing on higher-value prospects.

Life-cycle marketing created new outreach messaging tailored to customers’ product usage, helping them engage with other parts of the product.

Customer success focused on customers with the highest revenue return potential to maximize ROI.

Marketing and success teams use the churn model to build hyper-targeted segments and personalized engagement strategies, saving ClickUp millions of dollars annually.

“We needed a tool with the flexibility for anyone on any team to explore and build segments related to their part of the business. Hex unlocks that for ClickUp and has helped our teams save millions of dollars in churn.”