🏢 Project Background

CloudTask Pro is a B2B SaaS company selling project management software that has grown from 0 to 600 customers since 2022. While revenue has been growing consistently, the board has raised concerns about a persistently high churn rate. The CFO requires a clear, data-driven picture of monthly churn trends, which customer segments are most at risk, and what the company's unit economics look like ahead of an upcoming board meeting.

This analysis uses two datasets — a subscription-level dataset containing customer details, plan info, churn status, and behavioral metrics, and a monthly revenue summary covering MRR, customer acquisition cost, and churn rates over time.

Analysis covers five areas:

1. Churn Analysis — overall rate, segment breakdowns, and churn reasons
2. Revenue Trends — MRR growth, NRR, and statistical validation
3. Unit Economics — CLV by plan and CLV:CAC ratio
4. At-Risk Indicators — feature usage, NPS, and composite risk scoring
5. Tableau Visualizations — four interactive dashboards for board presentation

📊 Overview

Overall Churn Rate: 52.17% — meaning just over half of all customers in the dataset have churned. This sets the baseline against which all segment-level rates below should be read. Segments above 52% are churning faster than average; segments below are relatively healthier.

🔍 Churn Analysis

By Plan

Insight: Starter is the only plan above the 52.17% average and sits well clear of the rest. Clear standout high-risk segment.

By Billing Cycle