Welcome to the course

Marketing Analytics: Predicting Customer Churn in Python

Mark Peterson

Director of Data Science, Infoblox

Churn Analytics

Customer churn

When an existing customer stops doing business with a company

Contractual churn

Voluntary churn

Non-contractual churn

Involuntary churn: Credit card expiration

Involuntary churn: Utilities turned off

Utilizing your experience

• Customer

  • Lack of usage
  • Poor Service
  • Better Price

• Domain/industry knowledge

Telco Churn Dataset

Description	Value
Records	3333
Features	21
Continous	15
Categorical	6

Features of interest

• Voice mail
• International calling
• Cost for the service
• Customer usage
• Customer churn

How churn is defined here

Customer cancelling their cellular plan at a given point in time

• "no"
• "yes"

Exploratory data analysis using pandas

• Understand the features of the dataset
• Compute summary statistics

Exploratory data analysis using pandas

pandas Foundations

• df.head()
• df.describe()
• df.mean()

Let's explore the data!

Marketing Analytics: Predicting Customer Churn in Python