1 The World of Churn

What is churn? Why do we fight it? And how can data help? In short, why are you reading this book? If you are reading this book you are probably:

  • A data analyst, data scientist or machine learning engineer
  • Working for an organization that offers a product or service with repeat customers, or users

Or maybe you are studying to get one of those jobs, or filling such a role even though its not your job.

Such services are often sold by subscription but your organization does not need to sell subscriptions in order to take advantage of this book: All you need is a product with repeat customers or users and a desire to keep them coming back. This book teaches a lot of techniques around subscriptions, but in every case I will show how the same concepts apply to retail and other non-subscription scenarios.

1.1   Why you are reading this book

1.1.1   The typical churn scenario

1.1.2   What this book is about

1.2   Fighting churn

1.2.1   Interventions that reduce churn

1.2.2   Why churn is hard to fight

1.2.3   Great customer metrics: weapons in the fight against churn

1.3   Why this book is different

1.3.1   Practical and in depth

1.3.2   Simulated case study

1.4   Products with recurring user interactions

1.4.1   Paid consumer products

1.4.2   Business to business services

1.4.3   Ad supported media and apps

1.4.4   Consumer feed subscriptions

1.4.5   Freemium business models

1.4.6   In-app purchase models

1.5   Non-subscription churn scenarios

1.5.1   Inactivity as churn

1.5.2   Free trial conversion

1.5.3   Upsell/downsell

1.5.4   Other Yes/no (binary) customer predictions

1.5.5   Customer activity predictions

1.5.6   Use cases that are not like churn

1.6   Customer behavior data

1.6.1   Customer events in common product categories

1.6.2   The most important events

1.7   Case studies in fighting churn

1.7.1   Klipfolio

1.7.2   Broadly

1.7.3   Versature

1.7.4   Social network simulation

1.8   Case studies in great customer metrics

1.9   Summary