Capstone Project at David Eccles School for Business

Business Problem: The Front Climbing Club wanted to understand the underlying factors that were leading to membership cancellations, and whether or not there were specific gym activities that extended the average length of a membership. 

Scope of Work: Adam Whalen and Jonas Vitt ingested four years worth of customer data – rife with behavioral and demographic attributes – to curate a model predicting membership churn and answering marketing pertinent research questions. 

Outcome: The analysis unveiled a collection of insights that relayed which member behaviors were most highly correlated with longer, active memberships. These takeaways were then placed under the context of a membership nurturing campaign to ensure that those signing up for a membership stayed a member until their probability of cancelling was below 50%. 



The Front Climbing Club

Time Period
January– July 2020
Capstone Project
Jonas Vitt

About Jonas Vitt

Born and raised in Karlsruhe, in the south-west of Germany, Jonas is currently pursuing a Master of Science in Business Analytics at the David Eccles School of Business at the University of Utah in Salt Lake City, UT. He finished his Bachelor’s degree in Business Administration with a focus on marketing at Pforzheim University in July 2019.

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