Analysis Questions of Interest 1. What proportion of patients will survive within 3 months? 2. What proportion of patients will not survive within 3 months?
Analysis Questions of Interest 1. What proportion of patients will survive within 3 months? 2. What proportion of patients will not survive within 3 months? 3. What is the risk of not surviving at 1 month, among those who have survived until that point?
Analysis Questions of Interest 1. What proportion of patients will survive within 3 months? 2. What proportion of patients will not survive within 3 months? 3. What is the risk of not surviving at 1 month, among those who have survived until that point?
Analysis Hazard Function Probability that the subject will experience an event of interest within a small time interval, provided that the individual has survived until the beginning of that interval
Analysis Questions of Interest 1. What proportion of patients will survive within 3 months? 2. What proportion of patients will not survive within 3 months? 3. What is the risk of not surviving at 1 month, among those who have survived until that point?
a potential metric can be used as a retention metric. Data Science Approach • Kaplan Meier survival function Unbounce Case Study Identify Customer Retention Metric
Customer Flow Sign up for 14-day trial January 02 Paid 1X January 16 Churn September 01 Paid 3X March 16 Login Add a new variant for A/B test Connect custom domain Make changes and republish page Invite an additional user
Value Proposition “With Unbounce, you can create and optimize dedicated landing pages that prompt your visitors with one focused goal instead of leaving them to wander a site full of distractions”
Value Proposition “With Unbounce, you can create and optimize dedicated landing pages that prompt your visitors with one focused goal instead of leaving them to wander a site full of distractions”
Customer Flow Sign up for 14-day trial January 02 Paid 1X January 16 Churn September 01 Paid 3X March 16 Login Add a new variant for A/B test Connect custom domain Make changes and republish page Invite an additional user
Analysis Kaplan Meier Survival Analysis - Important Components 1. Event of interest: customer retention 2. Time: week (based on previous research) 3. Censoring: customers who still retain at the time of analysis -- we don’t know when will they stop paying to use Unbounce
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