GTM Dictionary
Cox model
also: Cox proportional-hazards model
The Cox proportional-hazards model is a survival-analysis technique that estimates how a set of inputs, here firmographics, affects the time until an event. In GTM, the event is churn.
Trained on your customer base's actual retention history, it produces a survival curve per account, letting you predict how long a company is likely to stay before you have ever spoken to them. One finding that surprised us: which CRM a company runs is one of the strongest survival predictors we have.
Watch: Adam explains it (badly)
Fifteen seconds of cox model, as explained by Adam, our comedian-in-residence. If the definition did not land, maybe the joke will.
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