Churn Rate Clickthrough WOM Word of Mouth 
Hubspot
JUNE 19, 2014
CTR: Clickthrough Rate. Divide by the estimated churn rate (aka cancellation rate) for that customer. WOM: Word-of-Mouth. Learn more about creating a powerful WOM marketing strategy here. Learn more about how to make CTAs effective. Subtract from that number the gross margin.
Hubspot
MARCH 10, 2016
14) Churn Rate. To calculate churn rate, take the number of customers you lost during a certain time frame, and divide that by the total number of customers you had at the very beginning of that time frame. Churn rate is a significant metric primarily for recurring revenue companies. 95) Word-of-Mouth (WOM).
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