Why you need to rethink the way you calculate churn

"Churn" is an oft cited but rarely understood metric. I've worked in many businesses who just don't get how to look at it. Check out this piece I wrote for AdWeek which outlines a new way of thinking about churn which truly leads to business impact.

http://www.adweek.com/digital/why-retention-stats-often-give-you-zero-insight-into-the-customer-experience