VT Renewal Health Analysis
Josh Wilson
7/20/2021
Virtual Tour Renewal Analysis
The purpose of this analysis is to assess the leading contributors behind healthy partners. We want an ordering of which factors contribute most to the likelihood of a partner renewing with us.
Recommendations:
- Move partners from Essential to Premium/Platinum. CIF seems to have some value and it comes with Platinum.
- 2+ Impact interactions in the year leading up to decision.
- Proving Value and Marketing impact interactions are more highly correlated with a positive renewal outcome.
- More Virtual Tour locations is not correlated with better outcomes and most partners have only 1. Worth investigating since qualitative evidence suggests more than a single location is good.
- Trending volumes on Visits and Inquiries ARE NOT indicative of renewal decisions.
- Evidence on AAP is too scant to make a recommendation.
Notes about the data:
- 48 of the 68 Drops in FY21 came in H1.
- CIF and AAP started roll out in October/November 2020, so impact on previous drops cannot be measured.
- CIF and AAP ONLY apply to EDU school in the 4 Year space.
Looking at FY22 July Renewals
We’ve selected this subset of the data because it is the most complete set of data we have and the N is still relatively large.
Drops by Account Segment - FY22 July
Most of the drops thus far are in the Regional Private segment.
| AccountSegment | n | Drops | Renewal |
|---|---|---|---|
| Regional Private | 19 | 5 | 74% |
| 4 Year Other | 6 | 2 | 67% |
| Large Public & Private | 9 | 2 | 78% |
| 2 Year | 5 | 1 | 80% |
| International | 2 | 1 | 50% |
| Selective | 11 | 1 | 91% |
| K-12 Independent | 2 | 0 | 100% |
| Regional Public | 15 | 0 | 100% |
Drops by Virtual Tour Type - FY22 July
Most of the drops are coming from the Essential product type.
| VT_Type | n | Drops | Renewal |
|---|---|---|---|
| Platinum | 24 | 1 | 96% |
| Essential | 19 | 8 | 58% |
| Premium | 17 | 2 | 88% |
| Pending | 4 | 0 | 100% |
| Active | 3 | 0 | 100% |
| NA | 2 | 1 | 50% |
Impact Interactions - FY22
Most of your drops are in the 0, 1 impact interaction bucket.
| Total_II | n | Drops | Renewal |
|---|---|---|---|
| 0 | 16 | 4 | 75% |
| 1 | 6 | 3 | 50% |
| 2 | 11 | 1 | 91% |
| 3 | 11 | 2 | 82% |
| 4 | 15 | 0 | 100% |
| 5 | 3 | 1 | 67% |
| 6 | 4 | 0 | 100% |
| 7 | 1 | 0 | 100% |
| 9 | 1 | 1 | 0% |
| 11 | 1 | 0 | 100% |
CIF Status - FY22 July
Most of the drops did not have CIF activated yet, were slotted for July.
| CIF_Launch_Status | n | Drops | Renewal |
|---|---|---|---|
| Ad-Hoc Launch | 1 | 0 | 100% |
| Wave 1 | 12 | 1 | 92% |
| Wave 2 (Form Upgrade) | 15 | 2 | 87% |
| Wave 3 (Both Segments) Candidate | 4 | 1 | 75% |
| Wave 3 (Form Creation) Candidate | 3 | 0 | 100% |
| Wave 3 (Form Upgrade) Candidate | 27 | 5 | 81% |
| NA | 7 | 3 | 57% |
Number of Live Locations - FY22
The number of live locations seems to be a pretty important indicator. Most of the drops bunched into partnerships with a single live location.
| Live_Locations | n | Drops | Renewal |
|---|---|---|---|
| 0 | 2 | 0 | 100% |
| 1 | 51 | 9 | 82% |
| 2 | 10 | 2 | 80% |
| 3 | 3 | 1 | 67% |
| 6 | 2 | 0 | 100% |
| 9 | 1 | 0 | 100% |
AAP Launch - FY22
Most of the partners have not been listed with an AAP Launch Status. Almost all of the drops in the NA bucket, which is a bit meaningless as this point.
| AAP_Launch_Status | n | Drops | Renewal |
|---|---|---|---|
| Beta | 1 | 0 | 100% |
| Wave 1 | 5 | 0 | 100% |
| Wave 2 | 2 | 0 | 100% |
| Wave 3 | 7 | 0 | 100% |
| Wave 4A | 5 | 1 | 80% |
| Wave 5 Candidate | 11 | 0 | 100% |
| NA | 38 | 11 | 71% |
Visit Volume Increase - FY22
A lot of the missing data is in the NA bucket. However, we can see that for those partners where we have data, whether there was an increase of visits to the site is not diagnostic of renewal.
| YoY_Visit_Vol | n | Drops | Renewal |
|---|---|---|---|
| 0 | 22 | 2 | 91% |
| 1 | 35 | 2 | 94% |
| NA | 12 | 8 | 33% |
Inquiry Volume YoY - FY22
Similar Situation to Visit Volume. It doesn’t seem to be the case that Inquiry volume change is diagnostic the decision to renew or not.
| YoY_Inquiry_Vol | n | Drops | Renewal |
|---|---|---|---|
| 0 | 37 | 3 | 92% |
| 1 | 20 | 1 | 95% |
| NA | 12 | 8 | 33% |
Impact Interaction Correlation with Renewal - FY22
We see that not all impact interactions are equal.
Marketing is the most correlated with a renewal. However, going forward, 100% of partners will get this type of impact interaction with a go-live. Therefore, this is confirmatory for the strategy, but will not be diagnostic going forward.
Proving Value is the check-in call and making sure a partner gets this touch is important, as it is the second highest correlation with renewal.
Furthering is related to upsell and is therefore not a controllable impact interaction. Instead, it occurs when partners are already happy.
Visit Volume Histogram - FY22
