From: Imani Clarke, head of retention
Question: Kestrel Plus members are leaving. Who leaves, how soon, and is it the people who stop buying?
"Give me the overall churn rate, then churn by plan. I want to know how long people stay before they cancel, and whether members who left had stopped ordering. Finish by telling me which plan to focus on first."
Data: memberships (ended_on is empty while active), orders. A member has churned when ended_on is set.
Deliverable: one query per question; the last step names the plan.
Churn is the share of members who left. On its own it says little; split by plan, tenure and behavior it starts to explain why. Each step here adds one cut.
Two details decide whether the numbers are fair. Rates need decimals (100.0 *). And "did they stop ordering?" needs orders matched to the time the person was a member, which is a join on a date range, not just on the customer.