Retention Variability

Requirements Clarification & Assessment

Objective:

• Determine if there is a difference in user retention across various Facebook products.
• Uncover the reasons behind any observed differences in retention.

Key Considerations:

• Business Goal: The primary goal is to reduce churn and increase user retention to foster social discovery and connectivity on Facebook.
• Definition of Churn: A user is considered churned if they were active in a previous window (e.g., 7, 14, or 28 days) but not in the current window.
• Facebook Products: Various products include News Feed, Groups, Watch, Marketplace, Gaming, Dating, Notifications, Events, Pages, Friends List, Stories, etc.
• Recent Changes: Recent release of the 'Feeds' feature in North America, which may impact user retention.

Data Segmentation:

• Segment retention data by geography (e.g., North America, Asia) and platform (e.g., iOS, Android, Web).
• Compare retention across different Facebook products and across different time frames.

Statistical Analysis:

• Use statistical tests like t-tests to determine if differences in retention rates are significant.