Design and Evaluation of Optimal Free Trials

Free trial promotions are a commonly used customer acquisition strategy in the Software as a Service industry. We use data from a large-scale field experiment to study the effect of trial length on customer-level outcomes. We find that, on average, shorter trial lengths (surprisingly) maximize custo...

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Veröffentlicht in:	Management science 2023-06, Vol.69 (6), p.3220-3240
1. Verfasser:	Yoganarasimhan, Hema
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumer behavior digital marketing field experiment Forests free trials Individual differences Learning machine learning personalization policy evaluation Profitability Propensity Software as a Service Software services Subscriptions targeting Uniforms
Online-Zugang:	Volltext
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