Reducing churn with Econometrics

http://ryanleecarson.tumblr.com/post/23942657106/reducing-churn-with-econometrics

by ryancarson • 14 years ago

38 13 14 years ago

ryanleecarson.tumblr.com

fsdfsdfsdfsdfs• 14 years ago

What's the parolhar verb?

ryancarson2• 14 years ago

Pardon?

paulgb• 14 years ago

From the title I was hoping this would talk a little more about the model used. At 45 minutes runtime, I'm guessing it's something more interesting than a basic linear model.

hermannj314• 14 years ago

After taking the Stanford online machine learning course last Fall, I was very interested to hear the details about the model they used. Magic statistics apparently.

While it is good to identify users that might be leaving, it does not do any good if the intervention strategy doesn't impact overall churn.

There is also the other side of the coin. Let's say your model predicts a user as "extremely unlikely" to quit the site. If that user attempts to leave the site you may be more inclined to offer them incentives to stay, knowing they will accept a one-month 50% discount or something like that. Or perhaps their usage indicates the level of value they derive from the site, and so you can offer targeted pricing based on what you believe that class of user is willing to accept. If they user doesn't use the site as much, then maybe you could offer them an unlisted pricing tier that fits their usage profile.

And this is why I am not a business executive, it just feels like throwing spaghetti at a wall.

zzleeper• 14 years ago

They probably just used a logit model, as Stata doesn't support fancy ML algorithms.

What puzzles me though, is that I don't see ANY reason for using alal of these tools together (Stata, R, SAS, etc.) and the code taking one hour to run in a big computer.

thauck• 14 years ago

This is similar to the Adobe article on HN yesterday. Link bait for real improvement through statistical analysis, then the article undelivers.

ryancarson2• 14 years ago

Once we figure out if this model actually reduces churn, then we'll be happy to share.

However, you should be aware that there's no silver bullet here. The algorithm we choose might work brilliantly for us and terribly for you.

I wrote the post to get people thinking about how to use data and behavior to drive down churn.

zissou• 14 years ago

The model described in the post isn't really an econometric model, for a couple of reasons. First, the underlying theoretical model simply throws the kitchen sink on the RHS of the equation, with little to no economic motivation given for why the chosen independent variables were hypothesized to explain the variation in the dependent variable.

Secondly, only a tiny fraction of economists today actually use any statistical learning methods. Economists still don't do much prediction -- as in "predicting tomorrow, today", or even "predicting today, today" -- both of which differ from forecasting. On the other hand, microeconomic fields like game theory, labor and industrial organization often use models that are extremely rigorous in terms of the underlying economic theory, as well as with the econometric analysis, and interpretation of the results. (see: Microeconometrics)

So to the blog poster that just hired an econometrician: you didn't, you hired a statistician or computational learning fella, which from the sounds of it is working out great. So my apologies for being a stickler here, but the post didn't have any real economic theory behind it. Just some data and the results of computations on that data.

xpressyoo• 14 years ago

Nice, I presume the dependent variable is binary, implying a logit/probit model? I don't really get why 3 different stat tools were used, ie Stata, R and SAS... R seems indeed plenty sufficient, or even Stata.

siavosh• 14 years ago

A side comment: My current company sells to enterprises. Out of curiosity, last year I tried to look at the usage patterns of customers who left (and stayed). I had a simple hypothesis: those who didn't use the software regularly were the most likely to leave. Surprisingly, this had no correlation. It was another reminder, that in enterprise sales, low or high usage patterns are sometimes not a predictor of customer retention. It obviously depends on the industry, but sometimes it has as much to do with internal politics, salesmanship, and other things that are simply outside the scope of your code.

TamDenholm• 14 years ago

Ryan, Just a note but I'm assuming you're going to take action on the emails you send to users that are likely to cancel rather than just having the act of the email be the deterrent to cancel.

Reducing churn with Econometrics

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