ABA English: An eLearning Leader Learns from Its Users E A B C D A E1 ABA English is an online, subscription-based, distance learning platform that helps adults in over 170 countries learn English. ABA faced an interesting challenge - an abundance of data about their users, which they were unable to effectively harness. Because the learning platform is registration-only, ABA can name every user, from their first visit to the platform to the point they decide to upgrade to a paid premium account, and beyond. Combined with ABA’s large user base, this created an enormous “wealth” of data. It was clear to ABA’s data science team that they had the data to make very sophisticated analyses about their user base. They identified several critical reports they could construct based on their

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