Our team worked with the Microsoft Azure Machine Learning product team to improve the retention of deeply engaged customers on the AML platform. The project involved both qualitative and quantitative analysis of customer usage patterns, including customer interviews, telemetry data analysis, hypothesis building and testing. The result of our analysis serves as a good foundation to understand the needs and pain points of the customers and to come up with strategic ways of moving forward. It has the potential to help improve the user experience of the AML platform and allow AML to gain more competitive advantages in the market.