Churn analysis is often reactive. By shifting to predictive modeling, you can intervene when there is still time. Modern ML models look for 'Product Breadth'—how many features a user stops using over a 30-day period.

Red Flags

Look for subtle behaviors that indicate a user is looking for the exit door. These aren't just 'low logins', but specific high-intent exit actions.

• Massive account data exports
• Frequent visits to 'Billing' or 'Cancel' pages without taking action
• Drop in 'Breadth of Use' (e.g., using 1 feature instead of 5)
• Increase in support ticket views without creation