Towards Data Science explores how to dissect customer churn when price changes and project completions collide. Using a synthetic dataset of 10,000 B2B customers, the analysis reveals that 22% churn occurs when both factors hit simultaneously—a 5 percentage-point jump over the additive expectation of 17%. Promo expiry alone drives 13% churn, while initiative completion contributes 12%, but their interaction amplifies attrition. The piece stresses defining the analytical question upfront: Is the churn due to price sensitivity, value exhaustion, or both? Methodologies like difference-in-differences and event studies are proposed, with warnings against conflating metrics. CRM milestones and renewal packaging strategies emerge as critical tools for isolating causes.

The takeaway: Ignoring interaction effects risks misguided retention tactics.