Subscription-based model

A subscription-based model is a business model where customers pay a recurring fee to access a product or service. This model has become increasingly popular in recent years, especially in the online marketplace world. Subscription-based models offer customers a convenient and cost-effective way to access products and services on a regular basis. This model is often used by companies that offer services such as streaming media, online courses, software, or monthly delivery of physical goods. In this article, we will explore the details of the subscription-based model, its advantages and disadvantages, and best practices for implementing it in an online marketplace.

Overview of subscription-based model

One of the main advantages of a subscription-based model is that it provides a predictable and stable source of revenue for the business. This is because the business knows how much it will earn each month from its subscribers, which helps with budgeting and planning. Additionally, the recurring revenue allows the business to invest in product development, customer support, and other areas to improve the customer experience and retain subscribers.

Another advantage of a subscription-based model is that it offers customers more flexibility and convenience. Customers can try a product or service without committing to a full purchase, and can easily cancel or modify their subscription if they are no longer interested. This creates a lower barrier to entry and encourages customer engagement, which can lead to higher lifetime customer value.

How does a Subscription-Based Model work?

The process of a subscription-based model typically involves several steps:

1. Customer signs up: The customer visits the business’s website and signs up for the subscription by providing their contact and payment information.
2. Customer receives access: Once the subscription is set up, the customer has access to the product or service. This can be done through a website, mobile app, or other means.
3. Recurring billing: The customer is billed on a recurring basis, typically monthly, for access to the product or service. The customer has the option to modify or cancel their subscription at any time.
4. Continuous improvement: The business uses the recurring revenue to invest in product development and customer support to improve the customer experience and retain subscribers.

Relevant Examples

• Netflix: A popular streaming service that allows customers to access thousands of TV shows and movies for a monthly fee.
• Spotify: A music streaming service that offers customers access to millions of songs for a monthly fee.
• Amazon Prime: A subscription service that offers customers free shipping, access to streaming video and music, and other benefits for a yearly fee.
• Blue Apron: a meal delivery service that provides weekly deliveries of pre-portioned ingredients and recipes.
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Real-Life Examples

• A gym that offers a monthly membership for access to their facilities and classes.
• A software company that offers a monthly subscription for access to their productivity tools.
• A magazine publisher that offers a yearly subscription for access to their print and digital publications.

Best Practices

• Clearly communicate the value of the subscription: Subscription-based businesses need to clearly communicate the value of their offerings to customers, highlighting the benefits and features that set them apart from other options.
• Offer flexible payment options: To attract and retain customers, it’s important to offer flexible payment options, such as monthly, quarterly, and annual plans, and allow customers to easily upgrade or downgrade their subscription.
• Provide excellent customer service: Subscription-based businesses need to provide excellent customer service to retain customers and build loyalty. This includes responding promptly to customer inquiries and addressing any issues that arise. Additionally, it’s important to carefully manage customer churn and continuously analyze data to make informed decisions about your business.

Actionable Tips

• Offer a free trial: Offering a free trial period can help attract new customers and give them a chance to try the product or service before committing to a subscription.
• Personalize the experience: Personalizing the experience for each customer can help increase customer loyalty and retention. This can include tailored recommendations or customizing the subscription to meet the customer’s needs.
• Continuously innovate: Subscription-based businesses need to continuously innovate and improve their offerings to remain competitive and keep customers engaged.

In conclusion, the subscription-based model is a lucrative business model that has gained popularity over the years. It offers a steady revenue stream for businesses, which is particularly attractive for companies that offer products or services that consumers use regularly. With this model, businesses can establish a loyal customer base, improve customer retention, and offer a more convenient purchasing experience. To succeed in the subscription-based model, businesses need to understand their target audience, clearly communicate their value proposition, and offer a seamless customer experience.

Types of products and services offered

The types of products and services offered in a subscription-based model can vary widely, ranging from physical goods like food, cosmetics, or household items, to digital services such as streaming, gaming, and software. Some popular subscription-based services include monthly box deliveries, online courses, software as a service (SaaS), and cloud storage solutions.

By offering a range of products and services, businesses can provide their customers with a more personalized and convenient experience. Customers can receive customized items and services tailored to their specific needs, without having to worry about running out of supplies or missing out on important updates.

Businesses can select the products and services they want to offer in a subscription-based model based on customer demand, market trends, and their expertise. For example, a company that specializes in personal care products may offer a monthly delivery of shampoo, conditioner, and body wash. On the other hand, a software development company may offer a monthly subscription service that provides users with access to the latest software and updates.

Relevant Examples

• Birchbox: A monthly subscription service that delivers a selection of cosmetics and personal care products to subscribers.
• Blue Apron: A meal delivery service that provides customers with pre-portioned ingredients and recipes to cook healthy meals at home.
• Netflix: A streaming service that offers a range of TV shows, movies, and documentaries for subscribers to enjoy.

Real-Life Examples

• Dollar Shave Club: A monthly subscription service that provides customers with high-quality razors and grooming products.
• Audible: An audiobook subscription service that provides users with access to a vast library of audiobooks, original audio shows, and podcasts.
• Adobe Creative Cloud: A monthly subscription service that provides users with access to the latest Adobe Creative Suite software and updates.

Best Practices

• Offer a range of products and services that cater to the changing needs and preferences of customers.
• Continuously gather and analyze customer feedback to make improvements and offer a better customer experience.
• Be transparent about pricing and subscription terms to avoid any confusion or misunderstandings.
• Offer incentives and rewards for customers who refer new subscribers to your service.

Actionable Tips

• Start small and expand your product and service offerings as your customer base grows.
• Offer a free trial period to attract new subscribers and allow them to test your services before committing to a long-term subscription.
• Provide excellent customer service and support to keep subscribers happy and engaged with your service.

In conclusion, the subscription-based model is a versatile and flexible business model that allows businesses to offer a range of products and services to their customers. By offering a personalized and convenient experience, businesses can differentiate themselves from traditional retail models and build strong relationships with their customers.

Customer demographics

Knowing the demographic of your target market is crucial for the success of your subscription-based model. Demographic information includes data on the age, gender, income, education, location, and other characteristics of your customers. By understanding your customer demographics, you can tailor your marketing and sales efforts, product offerings, and customer service to meet their specific needs.

Customer demographics are the characteristics and attributes of a specific target market. They help businesses to understand who their customers are, what they need, and how they prefer to be communicated with. Understanding customer demographics is an essential part of market research and helps companies to develop a successful marketing strategy.

Knowing your customer demographics helps you to understand what your customers need and what motivates them to subscribe to your service. You can also use this information to segment your market into specific groups and tailor your marketing efforts to each group. This way, you can make the most of your marketing budget and resources by reaching the right customers with the right message.

How to gather customer demographic information?

There are various ways to gather customer demographic information, including:

1. Surveys: Conducting online or in-person surveys can provide valuable insights into your customers’ demographics and preferences.
2. Customer data: Analyzing your existing customer data can reveal important information about your target market, such as their age, location, and purchasing behavior.
3. Competitor analysis: Analyzing your competitors’ customer demographics can provide useful information on the market trends and preferences of your target audience.
4. Social media: Monitoring social media platforms can provide valuable insights into your customers’ interests, preferences, and demographics.

Relevant examples: One example of a company that successfully uses customer demographics to tailor their product offerings and marketing efforts is Netflix. The company uses data analytics to understand the preferences and viewing habits of its customers, allowing them to create personalized recommendations and advertisements.

Real-life Example

A gym franchise targeting seniors may offer low-impact exercise classes and more flexible membership options to cater to their demographic’s needs.

Best Practices

1. Regularly gather and analyze customer demographic data to keep up with market trends and changing customer preferences.
2. Use customer demographic information to segment your market and tailor your marketing efforts to specific groups.
3. Be aware of cultural and socioeconomic differences within your target market, and adjust your marketing and sales strategies accordingly.

Actionable Tips

1. Encourage customer feedback through surveys or online reviews to gather demographic information.
2. Utilize social media to monitor your customers’ interests and preferences.
3. Use data analytics tools to analyze customer data and track changes in customer demographics over time.

In conclusion, understanding your customer demographics is a crucial part of building a successful subscription-based model. By gathering and analyzing demographic information, you can tailor your marketing, product offerings, and customer service to meet the specific needs of your target market. Regularly updating your demographic data will help you stay ahead of market trends and changing customer preferences, allowing you to better serve your customers and grow your business.

Revenue generation methods

Revenue Generation refers to the process of generating income through various means such as fees, commissions, and advertisements. This is a crucial aspect for any business model, as it determines the financial stability and growth of the company.

Revenue Generation is a critical aspect of any business model as it enables the company to generate income, sustain operations, and expand its offerings. Additionally, revenue generation helps to ensure the long-term success of the business and provides a roadmap for future growth.

There are various methods to generate revenue for a business model, including:

1. Fees: This involves charging customers a fee for a specific product or service. This can include one-time fees, recurring fees, or usage-based fees.
2. Commissions: This involves paying a commission to affiliates or partners for promoting or selling products or services.
3. Ads: This involves displaying advertisements on the company’s platform or website. Advertisers pay for the space and the company earns revenue in return.

Relevant Examples

• A SaaS company charges its customers a monthly fee for using its software.
• An e-commerce platform pays a commission to its affiliates for promoting and selling its products.
• A website earns revenue by displaying ads from various advertisers.

Real Life Examples

• Netflix charges its subscribers a monthly fee for unlimited access to its streaming library.
• Amazon pays commissions to its affiliates for promoting and selling its products.
• Google AdSense allows websites to display Google ads and earn revenue in return.

Best Practices

• Offer value-added services to customers for an additional fee.
• Create strategic partnerships to maximize commission earnings.
• Use data analysis to determine the most effective ad placements for maximum revenue.

Actionable Tips

• Diversify your revenue streams to minimize risks and ensure consistent income.
• Regularly review and optimize your pricing strategy to ensure you are maximizing revenue.
• Focus on building a strong brand to attract high-value advertisers.

In conclusion, revenue generation is a critical aspect of any business model, and it is crucial to have a clear strategy in place. By using a combination of fees, commissions, and ads, businesses can generate consistent income and ensure their long-term success. To maximize revenue, businesses should focus on diversifying their revenue streams, regularly reviewing and optimizing their pricing strategy, and building a strong brand.

Payment and billing management

Payment and billing management is a crucial aspect of a subscription-based model as it ensures the steady flow of revenue and customer satisfaction. It involves the processes of collecting payment from customers, managing billing cycles, and handling any payment-related issues.

Payment and billing management is important because it directly impacts the revenue and cash flow of a subscription-based model. Customers expect a seamless and hassle-free payment and billing process, and any payment-related issues can result in customer churn.

How to Implement Payment and Billing Management?

1. Choose a payment gateway: The first step is to choose a payment gateway that supports the desired payment methods (e.g. credit cards, bank transfers, PayPal, etc.).
2. Set up billing cycles: Establish the frequency of billing cycles (e.g. monthly, quarterly, annually) and ensure that customers are clearly informed of the billing cycle in advance.
3. Automate the billing process: Use a billing software or integrate the payment gateway with the subscription management system to automate the billing process.
4. Handle payment failures: Have a process in place to handle payment failures, such as sending reminders to customers with overdue payments or temporarily suspending their subscription.
5. Provide payment options: Offer customers different payment options to accommodate their preferences, such as monthly, quarterly, or annual billing.
6. Regularly review and optimize the payment and billing process: Regularly evaluate the payment and billing process to identify areas for improvement and optimize the process accordingly.

Payment options for a subscription-based business model include:

• Credit/debit card payment
• Online payment systems such as PayPal, Apple Pay, and Google Pay
• Bank transfers
• Mobile payments
• Gift cards and vouchers
• Cryptocurrency

Relevant Examples

• Netflix is a popular example of a subscription-based model that uses a seamless payment and billing process. Customers can easily subscribe and make payments through various payment methods.
• Amazon Prime is another example of a subscription-based model that offers customers the option to subscribe monthly or annually and provides automatic billing.

Best Practices

1. Use a secure payment gateway to ensure the protection of customer payment information.
2. Provide clear and detailed billing information to customers to avoid confusion and reduce payment-related inquiries.
3. Offer flexible payment options to accommodate different customer preferences.
4. Regularly evaluate and optimize the payment and billing process to improve customer satisfaction and reduce payment-related issues.

Actionable Tips

1. Use a billing software or integrate the payment gateway with the subscription management system to automate the billing process.
2. Offer customers the option to change their billing cycle or payment method at any time.
3. Regularly communicate with customers regarding any changes to the payment and billing process.
4. Have a process in place to handle payment failures, such as sending reminders to customers with overdue payments or temporarily suspending their subscription.

In conclusion, payment and billing management is a critical aspect of a subscription-based model as it directly impacts the revenue and cash flow of the business. A seamless and hassle-free payment and billing process helps to improve customer satisfaction and reduce payment-related issues. Implementing best practices and utilizing technology such as billing software can help optimize the payment and billing process.

Customer acquisition and retention strategies

A subscription-based model requires acquiring and retaining customers to be successful. Here are the steps and strategies for acquiring and retaining customers:

Step 1: Understanding Customer Demographics

It is important to understand who your target customers are. This includes their age, gender, income, and other demographic information. This information can help you tailor your marketing and customer acquisition strategies to better reach and engage your target customers.

Step 2: Offering a Compelling Value Proposition

A compelling value proposition is the key to acquiring and retaining customers. This proposition should clearly explain the benefits of your product or service, how it solves a problem, and why it is unique. This can be done through a clear and concise product description, a demo video, or a free trial.

Step 3: Creating a Strong Brand Image

A strong brand image is important for customer acquisition and retention. This includes having a consistent logo, color scheme, and messaging across all marketing channels. This helps to create a memorable and recognizable brand that customers will associate with your product or service.

Step 4: Providing Exceptional Customer Service

Providing exceptional customer service is critical to retaining customers. This includes providing prompt and helpful support, resolving any issues quickly, and regularly checking in with customers to see if there is anything else they need. Providing a positive customer experience will encourage customers to stay subscribed and recommend your product or service to others.

Step 5: Offering Incentives and Rewards

Offering incentives and rewards to customers can help to retain them. This can include discounts, bonuses, or exclusive access to new features or products. Providing customers with a reason to stay subscribed can help to keep them engaged and increase the likelihood of them renewing their subscription.

Step 6: Analyzing Customer Data

Analyzing customer data is important for understanding customer behavior and making data-driven decisions. This includes tracking customer engagement, churn rate, and lifetime value. This data can help you identify areas where you can improve your customer acquisition and retention strategies.

Best Practices

1. Offer a free trial or demo to help customers understand the value of your product or service.
2. Provide regular communication with customers to keep them engaged and informed.
3. Make it easy for customers to cancel or change their subscription, to minimize friction and increase customer loyalty.
4. Continuously evaluate and improve your customer acquisition and retention strategies based on customer feedback and data analysis.

Actionable Tips

1. Offer a referral program to encourage customers to refer friends and family to your product or service.
2. Send personalized email campaigns to customers to keep them engaged and informed about new features or products.
3. Provide a mobile app or website that makes it easy for customers to manage their subscriptions and get help when needed.
4. Offer a loyalty program that rewards customers for their loyalty and encourages them to stay subscribed.

In conclusion, acquiring and retaining customers is essential for the success of a subscription-based model. By understanding customer demographics, offering a compelling value proposition, creating a strong brand image, providing exceptional customer service, offering incentives and rewards, and analyzing customer data, you can create a strong customer acquisition and retention strategy that will help your business succeed.

Data analysis and optimization

Data analysis and optimization play a critical role in the success of a subscription-based model. By collecting and analyzing data on customer behavior and preferences, businesses can gain valuable insights into how to improve their offerings and drive growth. The following are the steps involved in the process of data analysis and optimization in a subscription-based model:

1. Data Collection: The first step is to collect data on customer behavior and preferences. This can be done through surveys, customer feedback, website analytics, and other data sources.
2. Data Cleaning: Once the data has been collected, it must be cleaned to ensure that it is accurate and reliable. This involves removing duplicate or inconsistent data, and checking for errors or missing values.
3. Data Analysis: Once the data has been cleaned, it can be analyzed using various tools and techniques. For example, businesses can use statistical analysis or machine learning algorithms to identify patterns and trends in the data.
4. Insights Generation: After analyzing the data, businesses can generate insights into customer behavior and preferences. These insights can be used to inform product and marketing decisions, as well as to improve the overall customer experience.
5. Optimization: Based on the insights generated, businesses can optimize their offerings to better meet the needs and preferences of their customers. For example, they might adjust pricing, add new features, or change their marketing strategy.

Best Practices

1. Regular Data Collection: It is important to collect data on a regular basis to ensure that businesses have the most up-to-date information on customer behavior and preferences.
2. Collaboration: Collaborating with other departments, such as marketing or product development, can help businesses get a more comprehensive view of customer behavior and preferences.
3. Focus on Actionable Insights: Businesses should focus on generating insights that can be used to drive action and improve the customer experience.

Actionable Tips

1. Utilize Customer Feedback: Encouraging customers to provide feedback on their experience can be a valuable source of information for data analysis and optimization.
2. Leverage Advanced Analytics: Advanced analytics tools, such as predictive modeling or machine learning, can help businesses gain a deeper understanding of customer behavior and preferences.
3. Test and Refine: Regularly testing and refining optimization strategies can help businesses continuously improve their offerings and customer experience.

In conclusion, data analysis and optimization play a crucial role in the success of a subscription-based model. By collecting and analyzing data on customer behavior and preferences, businesses can gain valuable insights into how to improve their offerings and drive growth. However, to be effective, businesses must take a systematic and data-driven approach to data analysis and optimization.

Marketing and advertising

Marketing and advertising are two crucial aspects of a successful subscription-based model. The purpose of these strategies is to reach new customers and retain existing ones, ultimately driving revenue and growth for the business. Here is a complete guide to marketing and advertising for subscription-based models.

1. Define target audience: The first step in any marketing or advertising strategy is to understand your target audience. Who are your ideal customers and what do they want or need from your service or product? Conducting market research, analyzing customer data, and using demographic information can help you define your target audience.
2. Determine your value proposition: Once you have a clear understanding of your target audience, you need to determine your value proposition. What makes your product or service unique and compelling? This should be communicated through your marketing and advertising messages.
3. Choose the right channels: There are many channels available for marketing and advertising, including social media, email, content marketing, influencer marketing, and traditional advertising methods such as TV and print. Choose the channels that are most effective for reaching your target audience.
4. Develop a content strategy: Content is king, and a strong content strategy can help you build brand awareness and engage with your target audience. This can include blog posts, videos, infographics, and other types of content that are relevant and valuable to your audience.
5. Measure success: It’s important to track and measure the success of your marketing and advertising efforts. Use analytics and metrics to determine which strategies are working and which ones are not. This will help you optimize your efforts and achieve better results.

Best Practices

• Use data-driven decisions to personalize your marketing and advertising efforts
• Test and optimize your marketing and advertising strategies regularly
• Offer incentives, such as discounts or free trials, to encourage new customers to sign up
• Provide excellent customer service to retain customers and promote word-of-mouth marketing
• Use A/B testing to determine the most effective messaging and design elements

Actionable Tips

• Offer referral bonuses to existing customers who refer new customers to your service
• Collaborate with influencers or other businesses to reach new audiences
• Use social proof, such as customer testimonials and reviews, in your marketing and advertising messages
• Utilize email marketing to communicate with existing customers and promote your services or products
• Host events or webinars to engage with your target audience and build brand awareness

In conclusion, marketing and advertising play a vital role in the success of a subscription-based model. By understanding your target audience, determining your value proposition, choosing the right channels, developing a content strategy, and measuring success, you can create effective marketing and advertising campaigns that drive revenue and growth.

Competitor analysis

Competitor analysis is the process of evaluating and assessing the strengths and weaknesses of your competitors. The purpose of competitor analysis is to gain a competitive advantage by identifying potential opportunities and threats in the market. By knowing what your competitors are doing, you can make informed decisions about your own business strategies.

There are several steps to conducting competitor analysis:

1. Identify your competitors: This includes both direct and indirect competitors, as well as any new entrants to the market.
2. Gather information: Research your competitors online, analyze their websites, read reviews and customer feedback, and monitor their social media accounts.
3. Evaluate their strengths and weaknesses: Look at their products and services, pricing, marketing strategies, target audience, and brand image.
4. Analyze their market positioning: Study their competitive advantage, market share, and customer base.
5. Consider their future plans and initiatives: Keep an eye on their future plans, such as new product launches, promotions, and marketing campaigns.

Best Practices

• Regularly updating your information and being proactive in monitoring your competitors’ activities.
• Additionally, it is important to keep a close eye on market trends and shifts, as these can greatly impact your competitors and your business.

Actionable Tips

• Conducting surveys and customer research to understand customer preferences and purchasing behaviors
• Utilizing tools such as Google Trends, SEMrush, and Ahrefs to track keyword rankings, backlinks, and other valuable metrics
• Staying active on social media to monitor your competitors’ online presence and reputation

In conclusion, competitor analysis is an essential component of any successful business strategy. By understanding your competitors and their strategies, you can make informed decisions about your own business and work to gain a competitive advantage in the market.

Customer service and support

Customer service and support play a crucial role in any business, especially in the subscription-based model where customers are paying regularly for a product or service. The success of a subscription-based model largely depends on how well the company is able to provide support to its customers and resolve their issues. In this article, we will discuss the steps involved in providing effective customer service and support in the subscription-based model.

Step 1: Define the Support Process

The first step in providing effective customer service and support is to define the support process. This includes defining the channels through which customers can reach out for support, the response time, and the escalation process in case the issue cannot be resolved through the initial support channel.

Step 2: Train the Support Team

The next step is to train the support team on the company’s products and services, the support process, and the communication skills required to effectively resolve customer issues.

Step 3: Provide Self-Service Options

Providing self-service options such as a knowledge base, FAQs, and a community forum can help customers resolve their issues on their own, without having to reach out to the support team.

Step 4: Monitor and Respond to Customer Feedback

Continuously monitoring customer feedback through various channels such as email, social media, and online reviews can help the company identify areas for improvement in the support process. Responding to customer feedback promptly and resolving their issues can help build trust and improve customer satisfaction.

Step 5: Continuously Evaluate and Improve

Continuously evaluating the support process and making improvements based on customer feedback and performance metrics can help the company provide better support over time.

Best Practices

1. Provide prompt and personalized support
2. Continuously monitor and respond to customer feedback
3. Provide self-service options
4. Continuously evaluate and improve the support process

Actionable Tips

1. Use a customer relationship management (CRM) system to track customer interactions and issues
2. Use live chat and other real-time communication channels for quick and efficient support
3. Offer multiple support channels for customers to reach out through
4. Provide clear and concise communication to customers about the status of their issue

Examples of companies providing excellent customer service and support in the subscription-based model include Netflix, Amazon Prime, and Spotify.

In conclusion, providing effective customer service and support is critical for the success of a subscription-based model. By following the steps and best practices discussed in this article, companies can improve customer satisfaction, build trust, and ultimately drive revenue growth.

Resources and References

1. “The Subscription Model Revolution: Why Businesses are Moving from Products to Services” by Tien Tzuo and Gabe Weisert
2. “The Power of Subscription Marketing” by Anne Janzer
3. “Retention Marketing: How to Monetize a Subscription Business” by Ozan Onay
4. “The Subscription Model Revolution: How to Thrive in a World of SaaS, Subscriptions, and Recurring Revenue” by David Douglas
5. “Subscription Marketing: Strategies for Nurturing Customers in a World of Churn” by Anne Janzer
6. “The Power of Subscription Business Models” by Guillaume Cabane
7. “Marketing Metrics: The Definitive Guide to Measuring Marketing Performance” by Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, and David J. Reibstein
8. “Marketing Research: An Applied Orientation” by Naresh K. Malhotra
9. “Customer Analytics for Dummies” by Jeff Sauro and Jim Sterne
10. “The Lean Startup“by Eric Ries
11. “The Art of SEO” by Eric Enge, Jessie Stricchiola, Rand Fishkin, and Peter Morville
12. “Growth Hacking” by Sean Ellis and Morgan Brown
13. “Subscription-Based Business Models: A Strategic Guide for the 21st Century” by John Warrillow
14. “The Ultimate Guide to Subscription Billing” by John Koetsier
15. “Monetizing Innovation: How Smart Companies Design the Product Around the Price” by Madhavan Ramanujam and Georg Tacke
16. “Retention Science” by Jerry Jao
17. “The Ultimate Guide to Subscription Business Models” by Patrick Campbell
18. “Influence: The Psychology of Persuasion” by Robert Cialdini
19. “Hooked: How to Build Habit-Forming Products” by Nir Eyal, ‎Ryan Hoover
20. “Data-Driven: Creating a Data Culture” by Hilary Mason and DJ Patil
21. “Subscription Marketing: Strategies for Nurturing Customers in a World of Churn” by Anne Janzer
22. “Data Science for Business: What You Need to Know about Data Mining and Data-Analytic Thinking” by Foster Provost and Tom Fawcett
23. “Contagious: How to Build Word of Mouth in the Digital Age” by Jonah Berger
24. “Made to Stick: Why Some Ideas Survive and Others Die” by Chip Heath and Dan Heath
25. “The Art of SEO: Mastering Search Engine Optimization” by Eric Enge, Jessie Stricchiola, Rand Fishkin, and others.
26. “Competing Against Luck: The Story of Innovation and Customer Choice” by Clayton Christensen
27. “Competitive Advantage: Creating and Sustaining Superior Performance” by Michael Porter
28. “Hug Your Haters: How to Embrace Complaints and Keep Your Customers” by Jay Baer
29. “The Art of Customer Service: A Guide to Delivering Exceptional Customer Experiences” by Tim Watson
30. “Delivering Happiness: A Path to Profits, Passion, and Purpose” by Tony Hsieh