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Chart Methodology
The conventions we follow when building retention atlases — so you know what arrives in your inbox before you commission an engagement.
Phase 1 — Definition reconciliation
Before any chart is drawn, we document your definitions for signup, active, paused, renewed, upgraded, downgraded, and churned. We compare these against sample rows in your export and flag mismatches. This week prevents the most common atlas failure: beautiful charts built on inconsistent event tags.
01 · Intake
Confirm cohort anchor date (signup vs. first payment), billing interval rules, and segment priorities.
02 · Reconcile
Validate export fields against agreed definitions. Produce a reconciliation memo with anomaly counts.
03 · Segment
Apply plan tier, channel, and geography cuts only where sample size supports readable curves.
04 · Plot
Build cohort retention and survival curves with brass-toned grid systems and plain-language axis labels.
05 · Annotate
Mark inflection points, price changes, and campaign dates directly on the chart surface.
06 · Deliver
PDF atlas, editable source files, reconciliation memo, and scheduled walkthrough session.
Annotation standards
Every atlas page includes a legend explaining line types, cohort colors, and whether shaded regions represent confidence intervals or revenue-at-risk bands. We do not use abbreviations like M0 or M3 on executive-facing pages — we write \"month of signup\" and \"three months after signup.\"
Segmentation rules
We require a minimum of 200 members per segment for a cohort curve to appear in the main atlas body. Smaller segments are noted in an appendix with a sample-size warning. This prevents misleading curves from tiny cohorts that look dramatic but are statistically thin.
Deliverable format
- PDF atlas formatted for A4 print and screen reading
- Editable vector source files (SVG layer structure documented)
- Reconciliation memo listing definitions used and anomalies found
- Ninety-minute walkthrough with your retention or finance lead
Want to see how this applies to your subscriber base? Start with a brief describing your exports and retention questions.
Flagship atlas scope Request Brief