This document discusses how subscription businesses are using customer data to improve the subscriber experience. It notes that subscription revenues are growing much faster than traditional businesses by delivering value-based pricing, personalization, and constant improvement. The document advocates building a unified subscriber identity record that combines financial, behavioral, and demographic data to gain insights. It describes Zuora's Insights product which computes predictive indicators like churn probability and engagement score by applying data science techniques to help companies improve conversion, expansion, and retention.