Book Image

Data Analysis Using SQL and Excel - Second Edition

By : Gordon S. S. Linoff
Book Image

Data Analysis Using SQL and Excel - Second Edition

By: Gordon S. S. Linoff

Overview of this book

Data Analysis Using SQL and Excel, 2nd Edition shows you how to leverage the two most popular tools for data query and analysis—SQL and Excel—to perform sophisticated data analysis without the need for complex and expensive data mining tools. Written by a leading expert on business data mining, this book shows you how to extract useful business information from relational databases. You'll learn the fundamental techniques before moving into the "where" and "why" of each analysis, and then learn how to design and perform these analyses using SQL and Excel. Examples include SQL and Excel code, and the appendix shows how non-standard constructs are implemented in other major databases, including Oracle and IBM DB2/UDB. The companion website includes datasets and Excel spreadsheets, and the book provides hints, warnings, and technical asides to help you every step of the way. Data Analysis Using SQL and Excel, 2nd Edition shows you how to perform a wide range of sophisticated analyses using these simple tools, sparing you the significant expense of proprietary data mining tools like SAS.
Table of Contents (18 chapters)
Free Chapter
1
Foreword
17
EULA

CHAPTER 7
Factors Affecting Survival: The What and Why of Customer Tenure

 

The previous chapter demonstrated the value of survival analysis for understanding customers and their stop behaviors. It introduced empirical hazards estimation, which calculates a separate hazard probability for each tenure. It included several examples and extensions showing how to apply survival analysis to some business problems, including customer value and forecasting the number of active customers in the future.

This chapter builds on this foundation by introducing three extensions to basic survival analysis. These extensions solve common, real-world problems. They also make it possible to understand the effects of other factors besides tenure on survival.

The first extension focuses on factors other than tenure that affect survival. A big complication here is that the effect may vary, depending on tenure. For instance, customers in Gotham and Metropolis have about the same survival for the first...