August 2014
Beginner to intermediate
1009 pages
23h 39m
English
book
The Definitive Guide to Marketing Analytics and Metrics (Collection)
by Cesar Brea, Rajkumar Venkatesan, Paul Farris, Ronald T. Wilcox, Neil Bendle, Phillip E. Pfeifer, David Reibstein
Content preview from The Definitive Guide to Marketing Analytics and Metrics (Collection)
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11. Netflix: The Customer Strikes Back
Introduction
Three years after earning his MBA, Hunter Keay was starting to make a name for himself at a leading investment bank when, in February 2012, some of his clients grew increasingly anxious about the value of their holdings in Netflix, Inc. (Netflix), the subscription-based media distribution company. Six months earlier, Netflix had announced a plan to split its on-demand video streaming and DVD mail delivery into two businesses and to increase the price of its most popular service. But in the face of near-universal criticism, Netflix had abandoned the plan within a month, only to lose 800,000 subscribers and half its stock value (Figure 11-1). Keay’s clients who held Netflix wanted to know what ...
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