$40M+
Subscription & services ARR
5,59,000
recurring subscribers
$700M
Annual revenue
As paid subscription services became a strategic growth engine, marketing needed to prove which campaigns, on which channels, were actually driving trial-to-paid conversions, and predict which customers would convert next. But customer signals were split across Salesforce Marketing Cloud, Service Cloud, app logs, billing, security-service telemetry, and parental-control usage data, with no unified view and no attribution logic. Inferenz built Customer 360 and Services 360 on Snowflake, merged events and order dates into a single last-touch attribution timeline, and deployed a model scoring trial-to-paid conversion likelihood — turning subscription analytics from guesswork into a governed, measurable system.
Marketing, service, billing, security, and parental-control data lived in separate platforms: Salesforce Marketing Cloud, Service Cloud, app logs, BigDefender, Circle, and SPC, with no shared data model and no single record of a customer or service relationship.
Touchpoints across email, push notifications, and in-app messages were never stitched together with order dates, so teams could not say which campaign on which channel had actually driven a subscription. Credit was inconsistent and often double-counted.
The business could observe how many trials started and how many converted, but not why, and not who was most likely to convert next. Marketing spend was allocated on intuition rather than evidence, and the security service's conversion numbers had no predictive model behind them.
Increases and decreases in renewals were visible after the fact but could not be connected back to the campaigns, service behaviors, or lifecycle moments that influenced them — making it impossible to replicate what was working or fix what was not.
Inferenz built a unified subscription analytics foundation on Snowflake, consolidating all customer and service signals into one governed layer, then deployed attribution logic and predictive modelling directly on top of it.
Marketing, service, billing, security, and parental-control sources were unified into Customer 360 and Services 360 on Snowflake. Data flows in from Salesforce Marketing Cloud, Service Cloud, app logs, billing, push notifications, BigDefender for security signals, and Circle and SPC for parental-control usage. Every customer attribute is summarized in one governed place and surfaced through insight dashboards.
Marketing events, push notifications, email messages, and order dates are merged into a single timeline. A last-touch rule credits the final campaign touch before each subscription order, giving a consistent, auditable way to compare ROI across email, push, and in-app channels.
Kinesis Data Firehose buffers on whichever threshold is hit first — file size or time — writing roughly 10MB GZIP files to S3. The redundant uncompressed S3 bucket was removed entirely, cutting storage costs alongside compute costs.
The same unified foundation powers renewal and retention analytics. Marketing can now see not only how many customers renewed, but which campaigns and service behaviors drove the increase or decrease — turning a previously unexplainable lagging metric into an actionable signal.
Unified source
Marketing, service, billing, security, and parental-control data in one Customer & Services 360
Now counted & scored
Conversion for paid services tracked directly; likelihood scored per customer by predictive model.
Attributed
Email, push, and in-app conversions credited with last-touch logic; renewal moves tied to campaigns.
Subscription ARR
Recurring revenue growth as subscription analytics matured and campaign spend became evidence-led.
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