Using digital analytics to cut customer churn and save USD4 million annually

Published on 12 Mar 2014

How we deliver actionable insights to business users was science fiction ten years ago – now it’s fact

Matthew DiAntonio, VP, Business Analytics, Carbonite


Computer Services

Deployment country
United States


Headquartered in Boston, MA, Carbonite provides cloud-based, HIPAA-compliant data backup and recovery services for businesses and individuals. The company stores more than 300 billion files – with 350 million added daily – in addition to backing up databases, email systems, and entire virtual and physical servers for 50,000 businesses.

Business need
To win and retain customers, Carbonite must maximize the impact of its marketing spend as well as understand every step of a long and complex customer journey through online and offline touchpoints.

A data-driven lifecycle-measurement strategy, backed by cloud-based IBM® Digital Analytics software, delivers key metrics on customer acquisition and retention direct to decision-makers on mobile devices.

Cuts churn for USD4 million benefit. Increases site yield metric by 0.25 percent/quarter, for USD1 million a year in additional bookings. Delivers a 5:1 return on investment in analytics.


IBM products and services that were used in this case study.

Coremetrics Lifecycle, Coremetrics Multichannel Analytics, Coremetrics LIVEmail, IBM SPSS Modeler, Cognos Business Intelligence, SPSS Statistics, IBM Digital Analytics, IBM LIVEmail, IBM Digital Analytics Multichannel, IBM Digital Analytics Lifecycle

Cognos Business Intelligence, Coremetrics LIVEmail, Coremetrics Lifecycle, Coremetrics Multichannel Analytics, SPSS Modeler, SPSS Statistics, Business Analytics, Business Intelligence, EMM - Digital Marketing Optimization, EMM - Marketing Performance Optimization, EMM - Cross-channel Marketing Optimization, Smarter Planet, Smarter Commerce, Big Data, BA - Business Analytics, BA - Business Intelligence - Forward Looking BI

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