BACKGROUND Qello combines a stellar web interface with mobile phone and tablet experiences to provide subscribers full-length HD concerts and entertainment videos anytime, anywhere. Members can access their content across the iOS and Android ecosystems, Amazon’s Kindle Fire, Windows Mobile, Samsung and Sony Smart TVs, and the web at Qello.com. CHALLENGE Tracking subscriber acquisition, adoption, and sustained engagement across devices was a challenge for Qello. Multiple analytics solutions were in place, with reporting and valuable data in disparate locations. User experience and marketing teams were struggling to understand the customer lifecycle from initial touchpoint, through to subscriber conversion. PROJECT Qello, the world’s leading on-demand streaming service for full-l

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