How To Calculate Churn in Marketo | Arithmix

Calculating churn is an important metric for any business, as it helps you understand how many customers you're losing over a given period of time. In this article, we'll explore what churn is, why it's valuable to calculate, and how you can calculate it in Marketo.

What Is Churn?

Churn is the rate at which customers stop using your product or service. It's a key metric for any business, as it helps you understand how well you're retaining customers over time. Churn can be caused by a variety of factors, such as poor customer service, a lack of product updates, or simply a better alternative becoming available.

Calculating churn is important because it helps you identify trends and patterns in customer behavior. For example, if you notice that your churn rate is increasing over time, it may indicate that there's a problem with your product or service that needs to be addressed. On the other hand, if your churn rate is decreasing, it may indicate that your efforts to improve customer retention are paying off.

When Is It Valuable To Calculate Churn?

Calculating churn is valuable for any business, but it's particularly important for those that rely on recurring revenue. For example, if you're a software-as-a-service (SaaS) company, your revenue is based on customers subscribing to your product on a regular basis. If you're losing customers faster than you're acquiring new ones, your revenue will decline over time.

Calculating churn is also valuable for businesses that want to improve customer satisfaction and retention. By understanding why customers are leaving, you can take steps to address their concerns and improve their experience with your product or service.

Finally, calculating churn is valuable for businesses that want to track their progress over time. By setting goals and tracking your churn rate on a regular basis, you can measure the effectiveness of your efforts to improve customer retention.

Now that we've covered what churn is and why it's valuable to calculate, let's take a look at how you can calculate churn in Marketo.

How Do You Calculate Churn in Marketo

Marketo itself isn't naturally geared towards letting you calculate complex metrics like Churn. As an alternative, teams typically use products like Arithmix to import data from Marketo and build out dashboards.

What is Arithmix?

Arithmix is the next generation spreadsheet - a collaborative, web-based platform for working with numbers you'll powerful yet easy to use. With Arithmix you can import data from systems like Marketo, combine it with data from other systems, and create calculations like Churn.

In Arithmix, data is organized into Tables and referenced by name, not by cell location like a spreadsheet, simplifying calculation creation. Data and calculations can be shared with others and re-used like building blocks, vastly streamlining analysis, model building, and reporting in a highly scalable and easy to maintain platform. Data can be edited, categorized (by dimensions) and freely pivoted. Calculations are automatically copied across a dimension - eliminating copy and paste of formulas.

Arithmix is fully collaborative, giving your entire team access to your numbers and the ability to work together seamlessly.

Calculating Churn in Arithmix

Calculating metrics like Churn is simple in Arithmix. Once you've created your free account, you'll be able to import your Marketo data, and use it to create natural language formulas for metrics like Churn.

Arithmix is designed to give you the power to build any calculations you want on top of your Marketo data, while also being easy to use and collaborate on. You can share your dashboards with users inside and outside of your organisation, making it easy to empower your whole team.