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Key areas as drivers of churn: Total usage, Usage by time period, Demographic data
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So far, we’ve only analyzed states in the US — next project would be to start Canada - Churn.
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The analysis indicates that total daytime usage (see Definitions for more info) of the phone plan is the single biggest determinant of churn, followed by the number of customer service calls.
This points to several opportunities for improvement; we should dig deeper into the activities leading up to the churn event itself in a follow-on analysis.
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