What's a good way to measure churn in a customer base? Like an email list specifically? Feels like it should be something like sqrt((subs+unsubs)²/(subs-unsubs)²)
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In mobile games we count churn as “% of players who played in period N but not period N+1” for whatever time period you care about. Tracking that separately from new players is important if different time cohort spend/behave differently, which they do for us
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Isn't that just (Ever Subscribed)/(Currently Subscribed)? I'd argue you're probably interested in survival functions, s(d, t) = P(unsub by t+d | sub at t). You could maybe get at it with (unsubs last month)/(active subs last month) for some notion of active.
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not an expert here but would naively guess some kind of cohort drop-off analysis?
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