Analyzing customer churn in Tableau

Case Study: Analyzing Customer Churn in Tableau

Carl Rosseel

Curriculum Manager

What is a case study?

  • Apply your skills
  • No new concepts
  • Solve a real-world problem

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Prerequisite courses:

  • Introduction to Tableau
  • Analyzing Data in Tableau
  • Creating Dashboards in Tableau

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Case Study: Analyzing Customer Churn in Tableau

Data analysis flow in Tableau

data analysis flow

Case Study: Analyzing Customer Churn in Tableau

Data analysis flow in Tableau

data analysis flow

  • Check for duplicate or missing values
  • Do a sense check with other internal data sources
Case Study: Analyzing Customer Churn in Tableau

Data analysis flow in Tableau

data analysis flow

  • Ask yourself the right questions
  • Build your first visualizations
Case Study: Analyzing Customer Churn in Tableau

Data analysis flow in Tableau

data analysis flow

  • Choose the right visualization to convey a message
  • Perform more advanced analysis
Case Study: Analyzing Customer Churn in Tableau

Data analysis flow in Tableau

data analysis flow

  • Combine visualizations in one or more dashboards
Case Study: Analyzing Customer Churn in Tableau

Data analysis flow in Tableau

data analysis flow

  • Communicate your insights to stakeholders
Case Study: Analyzing Customer Churn in Tableau

The problem

Solving customer churn

  • A fictitious dataset about churn from a Telecom provider (Databel)
  • Your task: discover why customers are churning

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Case Study: Analyzing Customer Churn in Tableau

Defining churn

The churn rate, also known as the rate of attrition or customer churn, is the rate at which customers stop doing business with an entity

  • Leaky bucket problem
  • Keeping customers is easier than getting new customers
  • Reducing churn is a priority for many companies

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1 https://www.investopedia.com/terms/c/churnrate.asp
Case Study: Analyzing Customer Churn in Tableau

Calculating churn

Simplified formula 

Churn rate = customers lost / total number of customers

Churn rate = 10 / 100

10 / 100 = 10%

There are multiple ways to calculate churn

  • Varies by industry and revenue model
  • An e-commerce platform could e.g. define a churner as someone who hasn't made a purchase in the last 12 months

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Case Study: Analyzing Customer Churn in Tableau

The data

Key characteristics

  • Databel, a fictitious Telecom provider
  • One big table containing 29 columns
  • One row per customer
  • Snapshot of the database at a specific moment in time

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Case Study: Analyzing Customer Churn in Tableau

The data

Dimensions

Column name Description
Customer_id The unique ID that identifies a customer
Churn Label Contains 'Yes' or 'No' to indicate if a customer churned.
Demographic fields Age, Gender, State, ...
Premium plans Unlimited Data, International Plan, ...
... ...
Case Study: Analyzing Customer Churn in Tableau

The data

Measures

Column name Description
Total charges Sum of all monthly charges
Monthly charge The average of all monthly charges billed to the customer
Extra data charges Extra charges for data downloads above the specified customer plan
Extra international charges Extra charges for international calls for customers not on an international plan
Customer service calls Number of calls made to customer service
... ...

Metadata sheet

Case Study: Analyzing Customer Churn in Tableau

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Case Study: Analyzing Customer Churn in Tableau

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