01 / The challenge
Start with the decision.
TV4 operated more than 20 subscription video platforms. Understanding the business required following the complete journey from registration to purchase, then connecting that behavior to billing, retention, and churn.
02 / What I built
Connect the pieces.
I owned analytics and reporting across the portfolio, instrumented the subscription funnel with Google Analytics Premium and Google Tag Manager, and integrated Stripe payment data through APIs. SQL-based models in Stripe Sigma joined behavioral and payment event streams for retention and churn analysis.
03 / What changed
A more useful answer.
Funnel analysis identified the points where subscribers were dropping out. Changes made in response produced a significant improvement in subscription conversion, while the joined data supported ongoing retention analysis.
A completed registration and a paying subscriber are different outcomes. Connecting product behavior to payments creates a much more useful basis for deciding what to improve.