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How CMOs Use Silent Subscriber Data to Predict Churn
Episode 107 of The CMO Podcast explores a counterintuitive marketing insight: the most dangerous customer isn't the one who complains — it's the one who goes quiet. Hosts Lucas and Luna dig into a 2025 McKinsey study that found silent subscribers — those who stop opening emails, stop engaging with push notifications, and stop logging in — are 3.7 times more likely to churn within 60 days than customers who actively unsubscribe. They walk through how Unilever's personal care division used this behavioral signal to build a predictive model that cut churn by 22% in six months, and…
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