GTM Dictionary
Survival analysis
also: time-to-event modeling
Survival analysis is a family of statistical methods that model the time until an event happens. Borrowed from medicine, where the event is patient survival, it is applied in GTM to churn.
It produces a retention curve per account from firmographics alone, the foundation for an honest lifetime-value estimate. The Cox model is the most common technique.
Watch: Adam explains it (badly)
Fifteen seconds of survival analysis, as explained by Adam, our comedian-in-residence. If the definition did not land, maybe the joke will.
Reel placeholder. Real cut coming soon.
Related terms
See survival analysis in context in the full methodology.Read the guide