If you need to use statistics to understand your experiment, then you ought to have done a better experiment.
—Ernest Rutherford, Nobel Prize in Chemistry, 1908, known as “The Father of Nuclear Physics” for his discovery of radioactive decay
It’s time to do what you came here for: understand why your customers are churning and what keeps them engaged. Although it took a while, the dataset you learned to create in chapters 3 and 4 is the foundation for what comes next. You might expect that now I’m going to dive into some serious statistics or machine learning to do the analysis. Instead, I want to call your attention to the quote at the top of the page, which is my favorite saying by a scientist.