Beyond Churn Prediction and Churn Uplift

CAUSAL DATA SCIENCE

How to best target policies in the presence of churn

A very common task in data science is churn prediction. However, predicting churn is often just an intermediate step and rarely the final objective. Usually, what we actually care about is reducing churn, which is a separate objective, not necessarily related. In fact, for example, knowing that long-term customers are less likely to churn than new customers is not an actionable …

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