The Wharton Customer Analytics Initiative is pleased to announce an extraordinary dataset from a Fortune 500 Software Company that allows for deep analysis and exploration of how customers use and renew software licenses.

This dataset contains 8 cohorts of 10,000 customers each. The cohorts are randomly selected from customers who made their first purchase in each calendar year, 2006-2013. Included in this dataset are all licensed products for every year, purchase history (including free trial conversions and channel source), and 4 years of weekly “heartbeat” data to indicate software use & renewal communication. In addition to using a subscription model for licensing, the data sponsor also has implemented “auto-renewal” in the past, requiring customers to opt-in or opt-out of automatically extending their subscriptions.

The anonymized data will be provided, via competitive proposal process, to 6-10 research teams interested in studying subscription renewals, software use behavior, or other areas related to the sponsor’s business.

Through this Research Opportunity, the sponsor wishes to better understand:
  • What factors impact an individual customer’s likelihood to renew? What are the major elements that influence renewal?
  • How does the portfolio of products evolve for any given customer? How do customers migrate from one product to another?
  • Does purchase channel impact likelihood of renewal or portfolio evolution?
  • How does auto-renewal affect customer behavior?

Note: This Research Opportunity is closed for proposal submissions. Sign up to receive alerts when new datasets are announced.