Revenue was growing. New customers were joining. Payment success rates remained above 95%. Everything looked healthy on the surface.

But macro-level metrics can hide dangerous operational trends. After performing a deep-dive analysis of 100,000 subscription records, I uncovered a critical vulnerability: NovaPay was facing a 19.87% customer churn rate. The platform didn't have an acquisition problem—it had a "leaking bucket" problem. What appeared to be a slowing revenue issue was actually an institutional customer experience challenge.

🛠️ The Stack & Scope

• Tools Used: SQL Server, SQL, Power BI, Subscription Metrics Modeling.
• Dataset Scale: 100,000 active and cancelled subscription records yielding $35.13M in total revenue.

🎛️ Interactive Dashboard Architecture

Page 1: Executive Revenue Performance Overview

• High-Value Concentration: Discovered that the Business plan generates the single largest share of company revenue ($13.84M) despite representing the absolute smallest customer segment.
• Low Geographic Risk: Proved that revenue contributions are almost perfectly balanced internationally (e.g., Mexico at $4.43M, Brazil at $4.42M, US at $4.42M), protecting NovaPay from regional market crashes.

Page 2: Retention Diagnostics & Churn Behavior

• The Retention Bottleneck: Documented that roughly 1 out of every 5 subscribers eventually churns, creating a massive drag on recurring revenue growth.
• The Experience Catalyst: Proved that product usability and Poor Experience (4,029 counts) was the leading driver of churn—outranking standard price sensitivity and cost objections.
• Systemic Churn Uniformity: Found that churn rates were uniformly distributed across all plan types and customer tiers, indicating a product-wide experience issue rather than a failure in a single package.

Page 3: Strategic Action Matrix & Infrastructure Integrity