Alternate title: Data Mining Consultant with Egg on Face
Last week I made a client presentation. The project was complete. I was presenting the final results to the client. The CEO was there. Also the CTO, the CFO, the VPs of Sales and Marketing, and the Marketing Analytics Manager. The client runs a subscription-based business and I had been analyzing their attrition patterns. Among my discoveries was that customers with "blue" subscriptions last longer than customers with "red" subscriptions. By taking the difference of the area under the two survival curves truncated at one year and multiplying by the subscription cost, I calculated the dollar value of the difference. I put forward some hypotheses about why the blue product was stickier and suggested a controlled experiment to determine whether having a blue subscription actually caused longer tenure or was merely correlated with it. Currently, subscribers simply pick blue or red at sign-up. There is no difference in price. I proposed that half of new customers be given blue by default unless they asked for red and the other half be given red by default unless they asked for blue. We could then look for differences between the two randomly assigned groups.
All this seemed to go over pretty well. There is only one problem. The blue customers may not be better after all. One of the attendees asked me whether the effect I was seeing could just be a result of the fact that blue subscriptions have been around longer than red ones so the oldest blue customers are older than the oldest red customers. I explained that this would not bias my findings because all my calculations were based on the tenure time line, not the calendar time line. We were comparing customers' first years without regard to when they happened. I explained that there would be a problem if the data set suffered from left truncation, but I had tested for that, and it was not a problem because we knew about starts and stops since the beginning of time.
Left truncation is something that creates a bias in many customer databases. What it means is that there is no record of customers who stopped before some particular date in the past--the left truncation date. The most likely reason is that the company has been in existence longer than its data warehouse. When the warehouse was created, all active customers were loaded in, but customers who had already left were not. Fine, for most applications, but not for survival analysis. Think about customers who started before the warehouse was built. One (like many thousands of others) stops before the warehouse gets built with a short tenure of two months. Another, who started on the same day as the first, is still around two be loaded into the warehouse with a tenure of two years. Lots of short-tenure people are missing and long-tenure people are over represented. Average tenure is inflated and retention appears to be better than it really is.
My client's data did not have that problem. At least, not in the way I am used to looking for it. Instead, it had a large number of stopped customers for whom the subscription type had been forgotten. I (foolishly) just left these people out of my calculations. Here is the problem: Although the customer start and stop dates are remembered for ever, certain details, including the subscription type, are purged after a certain amount of time. For all the people who started back when there were only blue subscriptions and had short or even average tenures, that time had already past. The only ones for whom I could determine the subscription type were those who had unusually long tenures. Eliminating the subscribers for whom the subscription type had been forgotten had exactly the same effect as left truncation!
If this topic and things related to it sound interesting to you, it is not too late to sign up for a two-day class I will be teaching in New York later this week. The class is called Survival Analysis for Business Time to Event Problems. It will be held at the offices of SAS Institute in Manhattan this Thursday and Friday, March 18-19.