Churned has been a game-changer for us by providing the right insights at the right time, allowing us to focus on value-based marketing.
Louis Vanderhaeghen
Chief Digital Officer
Industry:
B2C subscription
Service company
Just Russel
Size of customer base
85.000+
Key products/services offered
Predictive churn analytics, automated A/B testing and deep customer segmentation
Introduction
Just Russel is a fast-growing scale-up that historically focused on acquisition. While the business expanded quickly, the team realized they needed a stronger retention approach to reduce “leaks” in their subscriber base. Previously reliant on custom models in Excel and BigQuery, Just Russel lacked a proactive way to predict which customers were likely to churn—and why.
Challenges faced: Reactive churn analysis with no efficient method to identify at-risk subscribers and provide personalized interventions.
Impact on business: High potential churn, missed opportunities to engage customers before they leave, and limited ability to optimize retention in a competitive market.
Missing capabilities: An AI-driven predictive solution that integrates easily with Just Russel’s data ecosystem, enabling timely, proactive retention campaigns.
Problem statement
A recommendation from a contact in the e-commerce space led Just Russel to Churned. The team was drawn to Churned’s AI-powered platform, which promised proactive churn prediction and integration flexibility.
Reason for choosing Churned:
Word of mouth recommendation: A trusted referral gave Just Russel confidence in Churned’s capabilities.
AI-driven approach: Churned’s predictive modeling fit well with the subscription model.
Flexibility and integrations: Churned easily connected to Just Russel’s existing data stack via APIs.
Key features:
Churn prediction to proactively identify at-risk customers.
A/B testing and analytics to refine reactivation strategies.
Dashboards and cohort analyses to uncover churn drivers and shape marketing decisions.
Alignment with goals: By anticipating subscriber needs and warning signs, Just Russel could prevent churn, refine communication strategies, and improve overall customer lifetime value.
Our strategy
Though the collaboration with Churned is still relatively new, Just Russel has already benefited from data-driven insights and early reactivation campaigns. The platform integrates with Just Russel’s data warehouse, allowing the team to run targeted experiments and gradually move from reactive to proactive retention.
Usage in business:
Proactive churn management: Instead of waiting for churn to happen, Just Russel identifies subscribers likely to leave and deploys targeted incentives or adjustments in messaging.
A/B testing: Churned’s platform supports testing different reactivation and engagement strategies, measuring results in real time for continuous optimization.
Dashboards and analytics: The team monitors churn rates, root causes (e.g., “too much product left over”), and other behavioral triggers to adapt marketing strategies accordingly.
Daily operations fit: Retention and marketing teams leverage Churned’s insights to adapt campaigns, sending timely offers or communications that encourage subscribers to stay.
Results and Success Metrics
Since the implementation is still in its early stages, Just Russel does not yet have definitive quantitative improvements to share. However, they are optimistic about the platform’s potential:
Improved awareness: The team is better informed about churn risks and can design reactivation campaigns with data-driven precision.
Increased proactivity: Rather than reacting to churn, the team now focuses on retention as part of their growth strategy.
Expectations for churn prediction: Although the predictive model is not fully operational, Just Russel anticipates significant gains once the churn-prediction engine is fully trained and deployed.
The Future with Churned
Just Russel plans to expand its use of Churned’s predictive tools and integrate the platform more deeply into all customer touchpoints. They look forward to harnessing full AI-powered churn prediction, driving more sophisticated reactivation campaigns, and refining retention strategies that align with long-term growth.
Continued use: Adding more use cases from Churned to improve the companies retention strategy.
Growth integration: As the in-house data team grows, Just Russel will continue partnering with Churned to optimize churn prediction, unify analytics, and streamline retention efforts.
Key Takeaways
Advice to others:
Focus on churn prevention early—acquisition is only half the battle in subscription businesses.
Seek a flexible AI solution that works with your existing data environment.
Leverage predictive insights to shift from reactive to proactive engagement.
Overall experience:
Just Russel values Churned’s AI modeling capabilities, seamless API integrations, and the ability to run A/B tests within the platform.
They see significant potential for improved retention once the churn prediction component becomes fully operational.
Results
Early improvements in reactivation campaigns
Greater visibility into churn drivers
AI-driven retention strategy in progress
Key takeaways
Proactivity is Key: Prioritizing churn prevention early helps maximize customer lifetime value.
AI Integration Simplifies Complexity: Leveraging AI-powered insights helps scale personalized marketing efforts efficiently.
Data-Driven Decision Making: Churned’s analytics empower Just Russel to make informed retention strategies.
Written by
Muus Ebbelaar
Business development
