Measuring Churn in Online Experiments by Matthias Lux from Deliveroo
One of the key outcomes of interest in many online experiments is customer churn. In non-contractual settings like food delivery churn is unobserved, and measuring it is difficult. In experiments, this difficulty is compounded by the often relatively short time horizon of experiments, spanning at most a few weeks. This session will present and discuss one particular solution to this problem: by modelling the purchasing process of customers, it is possible to estimate a feature’s impact on churn without having to increase the duration of the typical experiment.