What are the common features of customers who leave?
"An Example Would Be Handy Right About Now"
First establish a high level business goal
How can we identify high-value customers who are about to leave and motivate them to stay?
Next, choose a small, simple aspect of the goal as an analytical starting point.
What are the common features of customers who leave?
Validate the usefulness and actionability of results with business stakeholders...
... and choose another aspect to explore
What are the shopping behaviors of customers who leave?
Repeat, exploring more aspects of the goal
Has the business goal been achieved, or is continued evolution needed?
Is there a time series of events that lead to customers leaving?
What do customers about to leave say about us on social media?
Can we determine customers’ sentiment for our company just before they leave?
What sequence of events seems to encourage leaving customers to stay?
Have our incentives reduced the number of high value customers who leave?
