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Data Interview Question

Subscription Cancellation Trends

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Requirements Clarification & Assessment

  1. Objective Understanding:

    • Analyze cancellation patterns for monthly and annual subscription plans.
    • Identify factors contributing to churn.
    • Provide insights into subscription performance.
  2. Clarifying Questions:

    • Are we focusing on all users or specific segments (e.g., geographic regions, demographics)?
    • Is there a specific time frame for analysis (e.g., past year, past quarter)?
    • Are there any recent changes in pricing or content that could affect churn rates?
    • Do we have data on promotions or discounts offered to subscribers?
  3. Data Requirements:

    • User Data: user_id, subscription_type, date_joined, date_left, location.
    • Activity Data: user_id, shows_watched, hours_spent, content_type.
    • Revenue Data: user_id, subscription_fee, discounts_applied.
    • Content Data: show_id, genre, release_date, popularity.
    • External Factors: competitor_data, economic_conditions, seasonal_events.
  4. Key Metrics:

    • Churn Rate: Percentage of users who cancel their subscription over a specific period.
    • Retention Rate: Percentage of users who continue their subscription.
    • Customer Lifetime Value (CLV): Average revenue generated per user.
    • Monthly/Annual Revenue Trends: Revenue changes over time.
  5. Analytical Models:

    • Predictive models to forecast churn likelihood.
    • Clustering models to segment users based on behavior and demographics.