SaaS Revenue Quality Analysis

Revenue vs Value

Goal: Analyze whether higher revenue truly reflects customer value in a SaaS business by comparing subscription plans, customer lifetime, churn rate, and revenue contribution.

What I did: I structured and analyzed subscription data using SQL, computed key SaaS metrics such as MRR, ARR, and LTV, and built a Tableau dashboard to compare revenue generation with customer retention patterns across plans.

Outcome: The analysis revealed that higher-revenue plans do not necessarily generate the most valuable customers, highlighting the importance of combining revenue metrics with lifetime and churn to assess true customer value.

Customer Base Preparation using SQL

Created core customer-level features including churn flag and lifetime to structure the analysis.

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