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Churn is hard to predict

2023/02/05

Predicting churn doesn't work (well)

  • Predicting churn should be targeted with the actionable insight, not just binary results (churn or not)
  • Churn is hard to predict with high accuracy
    • customers may took long time to cancel
    • Utility or enjoyment is a fundamentally subjective eperience
  • Churn is normally rare in comparisons with retention, false positive predictions are common.

Reference: https://www.fightchurnwithdata.com/