How to find insights using the data?

Finding insights might be tedious.

To make this process joyful, ensure you know what are you looking for (e.g., objectives, goals, correlations) as well as certain clear expectations towards your discoveries.

If you want to know why % of subscriptions declined over last 12 month, you need to know the baseline as well as other important metrics that might impact on % of subscriptions (e.g., growth of customer database, lack of new content, level of competition).

You aware that % of subscriptions declined YoY by 10% (from 5% to 4,5%).

• Compare what was % 2 years ago, to understand if it continues to decline or there was a huge growth and now it is recovering to previous results

• Check if customer data base grew YoY, if it grew by 20%, then in absolute values, drop by 10% in % of subscriptions is compensated by customer database growth (100.000 * 5% = 5.000 subscribers vs 120.000 * 4,5% = 5.400 subscribers)

• You would need to check what else might impact on subscriptions. Perhaps content is no longer converting users to customers - check those metrics

• Among other potential reasons - level of competition. What other platforms are doing? Yes, it is not easy to check with your own data, you can still use open data sources to estimate an impact

There could be many more reasons, the more reasons you have in mind is better, even though not all of them might have a direct connection to your case. Once you have a list of hypothesis you can start connecting them with the available data and then hopefully find your insights. And if not, continue with other hypotheses until you find what you need.