Task 05: Executive Analytics Capstone

📌 Capstone Overview

This capstone combines data quality auditing, exploratory modeling, and customer segmentation into an action-oriented executive presentation and decision brief.

Designed for senior non-technical decision-makers (COO, CRO, VP of Success), this project delivers defensible business recommendations without overstating predictive certainty.

---

📁 Repository Structure

executive_analytics_capstone/
├── data/
│   └── customer_churn_capstone_data.csv        # Enriched dataset with risk tiers & segment tags
├── presentation/
│   ├── executive_presentation_visuals.png      # Decision charts (Revenue Risk, Tiers, Scenarios)
│   └── presentation_slide_deck_and_script.md   # Slide-by-slide outline & presenter audio script
├── reports/
│   ├── executive_analytics_capstone_brief.md   # Formal decision memo & quantified financial impact
│   └── starter_checklist.md                    # Capstone task passing checklist
├── requirements.txt                            # Dependencies for reproducible chart generation
└── README.md                                   # Project documentation

---

🎯 The Five Decision Insights

1. Contract Structure Dominates Attrition: 56.6% of vulnerable MRR ($14,742.42) resides in month-to-month contracts.
2. The 180-Day Drop-off Cliff: Early accounts under 6 months face a >48% churn probability.
3. High-ARPU Accounts Drive Revenue Bleed: High-spending accounts ($75+) represent $10,160.40/mo in risk.
4. Payment Channel Friction: Electronic checks create manual payment friction and higher default rates.
5. Under-monetized Champions: 488 loyal contracted accounts represent expansion and referral potential.

---

💵 Quantified Financial Scenarios

• Conservative (-10% Churn Risk): +$31,229.08 ARR saved (Net impact: +$19,229 after costs).
• Target Base (-20% Churn Risk): +$62,458.15 ARR saved (Net impact: +$43,958 after costs).
• Optimistic (-30% Churn Risk): +$93,687.23 ARR saved (Net impact: +$68,687 after costs).