Definition

A statistical method for analyzing customer retention over time, named after two statisticians and definitely not something you'll impress your non-marketing friends with.

Example Usage

We're using Kaplan-Meier curves to model customer survival rates, which shows a sharp drop after month 6.

Origin

Named after statisticians Edward L. Kaplan and Paul Meier; adapted to marketing analytics from survival analysis.

Fun Fact

The Kaplan-Meier estimator accounts for 'censored' data (customers who leave before the study ends), making it perfect for cohort analysis.

Source: Statistical Analysis and Retention Marketing

Related Terms

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lift study

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Cost Per Action (CPA)

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post-testing

Research conducted after a campaign runs to measure effectiveness and extract learnings. The marketing equivalent of an autopsy, but hopefully with better news.

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burst campaign

A concentrated marketing blitz over a short period, flooding channels with messaging like a promotional tsunami. The opposite of always-on, favored by those with seasonal products or limited budgets.

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