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L. Elaine Dazzio BSE Chapter 10 Project #2 Subscription Cancelation Analysis.yaml
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L. Elaine Dazzio BSE Chapter 10 Project #2 Subscription Cancelation Analysis.yaml
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schemaVersion: 3
meta:
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description: null
projectId: dee30a98-a904-44d3-88e1-da7fd32af0d3 # DO NOT CHANGE - Unique ID of the project from which this file was generated
title: "L. Elaine Dazzio BSE Chapter 10: Project #2 Subscription Cancelation Analysis"
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config:
richText:
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children:
- text: "⚡️Project 2: Subscription Cancelation Analysis"
- type: h2
children:
- text: "Case Study: Subscriptions Cancelation Analysis"
- type: p
children:
- text: ""
- type: paragraph
children:
- text: |
You’re having a lovely Monday morning getting a slow, quiet start to your day. It’s 8am, and you’re working from home today. You take your first sip of coffee, and it’s heavenly… UNTIL! Your CEO loops you into an email with the leadership team in a panic. She says that churn has been much higher than expected this year which means that many customers have been leaving and canceling their subscriptions instead of renewing. The company is having a retention crisis and needs to figure out how to improve retention before the next board meeting— or the board is not going to be happy! You brainstorm a few quick ideas on how you can make the product stickier and keep customers around longer, but you know you can’t just trust your gut! You have to look into the data first to see what insights you find.
- type: paragraph
children:
- text: |
You reach out to your customer support team first and ask them to pull qualitative data and testimonies from customers who have left. This will be useful to understand on a deeper level why customers are leaving and what their overall tone is when they leave. Then you work with the product manager to understand what the cancelation workflow looks like. Users first have to go to their subscription settings, click cancel, and then enter the cancelation flow. The cancelation flow requires them to select one reason why they are canceling, and then there are 2 additional selections that are optional. Each selection is a dropdown with the same preset values— so you’re already thinking that this categorical data will be much easier to work with than text boxes that allow any text feedback to be typed into them. Qualitative text data can be the wild west due to the inconsistencies and inability to easily summarize insights.
- type: paragraph
children:
- text: You know you already want to look into these selections in the cancelations table, but you’re also curious how many users actually select more than just the first required selection. Is it possible that this workflow could be really annoying and frustrating for users and they click random things to get through as quickly as possible? Or do we think users are providing accurate info and we can depend on most of these selections to accurately reflect the user’s reason for canceling? You have a lot to dig into and can’t wait to report your findings back to leadership!
- cellType: MARKDOWN
cellId: 5a4b3153-1e90-4234-bf59-5e209f7c7f4d # DO NOT CHANGE - Hex uses this to match up cells when reimporting the file, and detect any changes to existing cells
cellLabel: null
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cellLabel: null
config:
source: |-
SELECT
cancelation_reason1,
COUNT(*) AS num_instances,
COUNT(DISTINCT subscription_id) AS num_subs
FROM
public.cancelations
GROUP BY
1
;
dataFrameCell: false
dataConnectionId: 34b92293-aaf9-485d-acf7-db69412e953d
resultVariableName: dataframe
useRichDisplay: true
sqlCellOutputType: PANDAS
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outputFilteredResult: true
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tableDisplayConfig:
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defaultColumnWidth: null
hideIndex: false
defaultSortColumn: null
defaultSortIndexColumn: null
defaultSortDirection: ASC
conditionalFormatting: null
calcs: null
filters: null
columnProperties:
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renameTo: null
size: 192
wrapText: null
displayFormat: null
- originalName: CANCELATION_REASON2
renameTo: null
size: 192
wrapText: null
displayFormat: null
- originalName: CANCELATION_REASON3
renameTo: null
size: 192
wrapText: null
displayFormat: null
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renameTo: null
size: 132
wrapText: null
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- originalName: NUM_INSTANCES
renameTo: null
size: 149
wrapText: null
displayFormat: null
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renameTo: null
size: 114
wrapText: null
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cellLabel: null
config:
source: |-
WITH cancels AS(
SELECT
subscription_id,
CASE WHEN cancelation_reason1 IS NOT NULL THEN 1 ELSE 0 END AS has_reason1,
CASE WHEN cancelation_reason2 IS NOT NULL THEN 1 ELSE 0 END AS has_reason2,
CASE WHEN cancelation_reason3 IS NOT NULL THEN 1 ELSE 0 END AS has_reason3,
has_reason1 + has_reason2 + has_reason3 AS total_reasons,
has_reason2 + has_reason3 AS additional_reasons
FROM
public.cancelations
)
SELECT
AVG(total_reasons) AS avg_total_per_sub,
AVG(additional_reasons) AS avg_additional_per_sub
FROM
cancels
dataFrameCell: false
dataConnectionId: 34b92293-aaf9-485d-acf7-db69412e953d
resultVariableName: dataframe_2
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castDecimals: true
useNativeDates: true
outputFilteredResult: true
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renameTo: null
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wrapText: null
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renameTo: null
size: 211
wrapText: null
displayFormat: null
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renameTo: null
size: 173
wrapText: null
displayFormat: null
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renameTo: null
size: 135
wrapText: null
displayFormat: null
- originalName: HAS_REASON2
renameTo: null
size: 135
wrapText: null
displayFormat: null
- originalName: HAS_REASON3
renameTo: null
size: 135
wrapText: null
displayFormat: null
- originalName: SUBSCRIPTION_ID
renameTo: null
size: 157
wrapText: null
displayFormat: null
- originalName: TOTAL_REASONS
renameTo: null
size: 147
wrapText: null
displayFormat: null
- originalName: row-index-0
renameTo: null
size: 46
wrapText: null
displayFormat: null
columnOrdering: null
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pinIndexColumns: false
showAggregations: false
columnAggregations: null
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cellLabel: null
config:
blockConfig:
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chartCellId: dffcc08e-1223-48de-adc8-9b5abfbab223
activeTab: chart
cells:
- cellType: SQL
cellId: 341490ff-a864-4452-8ac3-4e87deb867d2
cellLabel: null
config:
source: |
WITH cancel_subs AS(
SELECT
subscription_id,
cancelation_reason1 as cancelation_reason
FROM
public.cancelations
UNION
SELECT
subscription_id,
cancelation_reason2 as cancelation_reason
FROM
public.cancelations
UNION
SELECT
subscription_id,
cancelation_reason3 as cancelation_reason
FROM
public.cancelations
)
SELECT
cancelation_reason,
COUNT(subscription_id) AS num_subs
FROM
cancel_subs
GROUP BY
1
;
dataFrameCell: false
dataConnectionId: 34b92293-aaf9-485d-acf7-db69412e953d
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outputFilteredResult: true
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tableDisplayConfig:
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defaultColumnWidth: null
hideIndex: false
defaultSortColumn: null
defaultSortIndexColumn: null
defaultSortDirection: ASC
conditionalFormatting: null
calcs: null
filters: null
columnProperties:
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renameTo: null
size: 185
wrapText: null
displayFormat: null
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renameTo: null
size: 157
wrapText: null
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chartSpec:
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layers:
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xAxis:
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style:
grid:
style: solid
ticks: {}
labels: {}
dataFrameColumn: CANCELATION_REASON
series:
- id: bcc556db-0df6-4821-9eda-5abb2adbc0f3
type: bar
axis:
type: number
style:
grid:
style: solid
ticks: {}
labels: {}
aggregate: sum
dataFrameColumns:
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colorDataFrameColumn: CANCELATION_REASON
colorOrder: ascending
color:
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colorsBySeriesValues: {}
opacity:
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value: 1
tooltip:
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barWidth: 1
orientation: vertical
layout: stacked
dataFrame: dataframe_3
settings:
legend:
position: right
tooltip: true
selectionEnabled: false
chartSelection: {}
colorMappings:
"null": "#54A24B"
Expensive: "#F58518"
Not useful: "#E45756"
Bad customer service: "#4C78A8"
Went to a competitor: "#72B7B2"
resultVariable: chart_result
outputResult: false
displayType: CHART
displayTableConfig: null
- cellType: SQL
cellId: cfb4d37f-c393-4ede-a745-02085ac1fb71 # DO NOT CHANGE - Hex uses this to match up cells when reimporting the file, and detect any changes to existing cells
cellLabel: null
config:
source: |-
CREATE OR REPLACE VIEW junk.all_cancelation_reasons_ElaineD AS
SELECT
subscription_id,
cancel_date,
cancelation_reason1 as cancelation_reason,
1 AS reason_number
FROM
public.cancelations
UNION
SELECT
subscription_id,
cancel_date,
cancelation_reason2 as cancelation_reason,
2 AS reason_number
FROM
public.cancelations
UNION
SELECT
subscription_id,
cancel_date,
cancelation_reason3 as cancelation_reason,
3 AS reason_number
FROM
public.cancelations
dataFrameCell: false
dataConnectionId: 34b92293-aaf9-485d-acf7-db69412e953d
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useNativeDates: true
outputFilteredResult: true
allowDuplicateColumns: false
tableDisplayConfig:
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filters: null
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columnAggregations: null
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cellId: 34f37bf9-d8b7-40bf-ac92-be6ddeb28515 # DO NOT CHANGE - Hex uses this to match up cells when reimporting the file, and detect any changes to existing cells
cellLabel: null
config:
source: SELECT * FROM junk.all_cancelation_reasons_ElaineD LIMIT 1
dataFrameCell: false
dataConnectionId: 34b92293-aaf9-485d-acf7-db69412e953d
resultVariableName: dataframe_5
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height: null
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defaultSortDirection: ASC
conditionalFormatting: null
calcs: null
filters: null
columnProperties:
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renameTo: null
size: 185
wrapText: null
displayFormat: null
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renameTo: null
size: 132
wrapText: null
displayFormat: null
- originalName: REASON_NUMBER
renameTo: null
size: 154
wrapText: null
displayFormat: null
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renameTo: null
size: 157
wrapText: null
displayFormat: null
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renameTo: null
size: 39
wrapText: null
displayFormat: null
columnOrdering: null
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pinIndexColumns: false
showAggregations: false
columnAggregations: null
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cellId: 73b18595-412d-4515-ae7a-5d6e7bff3b52 # DO NOT CHANGE - Hex uses this to match up cells when reimporting the file, and detect any changes to existing cells
cellLabel: null
config:
blockConfig:
sqlCellId: 6a85db8b-d8f5-44b9-ba6d-c4951a52c28e
chartCellId: 283eda7e-94d8-4126-8ac8-4498deeeef21
activeTab: chart
cells:
- cellType: SQL
cellId: 6a85db8b-d8f5-44b9-ba6d-c4951a52c28e
cellLabel: Cancelation by Reason Number
config:
source: |+
SELECT
cancelation_reason,
reason_number,
COUNT(subscription_id) AS num_subs
FROM
junk.all_cancelation_reasons_ElaineD
GROUP BY
1, 2
;
dataFrameCell: false
dataConnectionId: 34b92293-aaf9-485d-acf7-db69412e953d
resultVariableName: dataframe_6
useRichDisplay: true
sqlCellOutputType: PANDAS
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castDecimals: true
useNativeDates: true
outputFilteredResult: true
allowDuplicateColumns: false
tableDisplayConfig:
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height: null
hideIcons: false
defaultColumnWidth: null
hideIndex: false
defaultSortColumn: null
defaultSortIndexColumn: null
defaultSortDirection: ASC
conditionalFormatting: null
calcs: null
filters: null
columnProperties:
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renameTo: null
size: 185
wrapText: null
displayFormat: null
- originalName: NUM_SUBS
renameTo: null
size: 114
wrapText: null
displayFormat: null
- originalName: REASON_NUMBER
renameTo: null
size: 154
wrapText: null
displayFormat: null
- originalName: row-index-0
renameTo: null
size: 39
wrapText: null
displayFormat: null
columnOrdering: null
customColumnOrdering: null
pinnedColumns: null
hiddenColumns: null
pinIndexColumns: false
showAggregations: false
columnAggregations: null
- cellType: CHARTV2
cellId: 283eda7e-94d8-4126-8ac8-4498deeeef21
cellLabel: Cancelation by Reason Number
config:
height: null
chartSpec:
type: layered
facet:
facetHorizontal:
type: number
dataFrameColumn: REASON_NUMBER
layers:
- id: cd900aea-7e83-401e-8ff0-91a2a59b806c
xAxis:
type: string
style:
grid:
style: solid
ticks: {}
labels: {}
dataFrameColumn: CANCELATION_REASON
series:
- id: 4c0fd4b4-4fed-48f7-9db1-8c1ae9da82db
type: bar
axis:
type: number
style:
grid:
style: solid
ticks: {}
labels: {}
aggregate: sum
dataFrameColumns:
- NUM_SUBS
colorDataFrameColumn: CANCELATION_REASON
colorOrder: ascending
color:
type: series
colorsBySeriesValues: {}
opacity:
type: static
value: 1
tooltip:
type: auto
barWidth: 1
orientation: vertical
layout: stacked
dataFrame: dataframe_6
settings:
legend:
position: right
tooltip: true
selectionEnabled: false
chartSelection: {}
colorMappings:
"null": "#54A24B"
Expensive: "#F58518"
Not useful: "#E45756"
Bad customer service: "#4C78A8"
Went to a competitor: "#72B7B2"
resultVariable: chart_result
outputResult: false
displayType: CHART
displayTableConfig: null
- cellType: BLOCK
cellId: ef9698e7-051c-4886-99b2-ecefee3a362b # DO NOT CHANGE - Hex uses this to match up cells when reimporting the file, and detect any changes to existing cells
cellLabel: null
config:
blockConfig:
sqlCellId: 06dc7478-9fab-480e-bb19-46f98b1c9e58
chartCellId: 35114a39-63d3-4506-9b1d-3f2616f8710d
activeTab: chart
cells:
- cellType: SQL
cellId: 06dc7478-9fab-480e-bb19-46f98b1c9e58
cellLabel: null
config:
source: |+
WITH yearly AS(
SELECT
DATE_TRUNC('year', cancel_date::date) AS cancel_year,
cancelation_reason,
COUNT(*) AS num_reason
FROM
junk.all_cancelation_reasons_ElaineD
GROUP BY
1, 2
)
SELECT
cancel_year,
cancelation_reason,
num_reason,
SUM(num_reason) OVER(PARTITION BY cancel_year) AS year_total,
num_reason * 100 / year_total AS perc_reason_annual
FROM
yearly
;
dataFrameCell: false
dataConnectionId: 34b92293-aaf9-485d-acf7-db69412e953d
resultVariableName: dataframe_7
useRichDisplay: true
sqlCellOutputType: PANDAS
useQueryMode: false
castDecimals: true
useNativeDates: true
outputFilteredResult: true
allowDuplicateColumns: false
tableDisplayConfig:
pageSize: 50
height: null
hideIcons: false
defaultColumnWidth: null
hideIndex: false
defaultSortColumn: null
defaultSortIndexColumn: null
defaultSortDirection: ASC
conditionalFormatting: null
calcs: null
filters: null
columnProperties:
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renameTo: null
size: 185
wrapText: null
displayFormat: null
- originalName: CANCEL_YEAR
renameTo: null
size: 132
wrapText: null
displayFormat: null
- originalName: NUM_REASON
renameTo: null
size: 131
wrapText: null
displayFormat: null
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renameTo: null
size: 46
wrapText: null
displayFormat: null
columnOrdering: null
customColumnOrdering: null
pinnedColumns: null
hiddenColumns: null
pinIndexColumns: false
showAggregations: false
columnAggregations: null
- cellType: CHARTV2
cellId: 35114a39-63d3-4506-9b1d-3f2616f8710d
cellLabel: null
config:
height: null
chartSpec:
type: layered
layers:
- id: b4b39e9f-d8f6-411b-8050-f4e17745f6e3
xAxis:
type: datetime
style:
grid:
style: solid
ticks: {}
labels: {}
dataFrameColumn: CANCEL_YEAR
series:
- id: 62ad4665-3e68-428b-a8ce-f6b105d56757
type: line
axis:
type: number
style:
grid:
style: solid
ticks: {}
labels: {}
aggregate: sum
dataFrameColumns:
- PERC_REASON_ANNUAL
colorDataFrameColumn: CANCELATION_REASON
colorOrder: ascending
color:
type: series
colorsBySeriesValues: {}
opacity:
type: static
value: 1
tooltip:
type: auto
point: false
stroke: solid
dataFrame: dataframe_7
settings:
legend:
position: right
tooltip: true
selectionEnabled: false
chartSelection: {}
colorMappings:
"null": "#54A24B"
Expensive: "#F58518"
Not useful: "#E45756"
Bad customer service: "#4C78A8"
Went to a competitor: "#72B7B2"
resultVariable: chart_result
outputResult: false
displayType: CHART
displayTableConfig: null
- cellType: SQL
cellId: a17d7214-8b25-4ffe-b278-1ba4f3302d7e # DO NOT CHANGE - Hex uses this to match up cells when reimporting the file, and detect any changes to existing cells
cellLabel: null
config:
source: ""
dataFrameCell: false
dataConnectionId: 34b92293-aaf9-485d-acf7-db69412e953d
resultVariableName: dataframe_8
useRichDisplay: true
sqlCellOutputType: PANDAS
useQueryMode: false
castDecimals: true
useNativeDates: true
outputFilteredResult: true
allowDuplicateColumns: false
tableDisplayConfig:
pageSize: 50
height: null
hideIcons: false
defaultColumnWidth: null
hideIndex: false
defaultSortColumn: null
defaultSortIndexColumn: null
defaultSortDirection: ASC
conditionalFormatting: null
calcs: null
filters: null
columnProperties: []
columnOrdering: null
customColumnOrdering: null
pinnedColumns: null
hiddenColumns: null
pinIndexColumns: false
showAggregations: false
columnAggregations: null
appLayout:
visibleMetadataFields:
- NAME
- DESCRIPTION
- AUTHOR
- LAST_EDITED
- LAST_RUN
- CATEGORIES
- STATUS
- TABLE_OF_CONTENTS
fullWidth: false
tabs:
- name: Tab 1
rows:
- columns:
- start: 0
end: 120
elements:
- showSource: false
hideOutput: false
type: CELL
cellId: d2fb41bf-838e-423f-a330-8ae788f652f2
sharedFilterId: null
height: null
showLabel: true
- columns:
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end: 120
elements:
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hideOutput: false
type: CELL
cellId: 5a4b3153-1e90-4234-bf59-5e209f7c7f4d
sharedFilterId: null
height: null
showLabel: true
- columns:
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end: 120
elements:
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hideOutput: false
type: CELL
cellId: 341490ff-a864-4452-8ac3-4e87deb867d2
sharedFilterId: null
height: null
showLabel: true
- columns:
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end: 120
elements:
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hideOutput: false
type: CELL
cellId: 6a85db8b-d8f5-44b9-ba6d-c4951a52c28e
sharedFilterId: null
height: null
showLabel: true
- columns:
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end: 120
elements:
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hideOutput: false
type: CELL
cellId: 06dc7478-9fab-480e-bb19-46f98b1c9e58
sharedFilterId: null
height: null
showLabel: true
sharedFilters: []