Modeling User Churn Machine Learning Interview Question

Walk me through how you'd build a model to predict whether a particular Robinhood user will churn.

Step 1: Clarify What Churn Is & Why It's Important

First, it is important to clarify with your interviewer what churn means. Generally, the word “churn” defines the process of a platform’s loss of users over time.

To determine what qualifies as a churned user at Robinhood, it's helpful to first follow the money and understand how Robinhood monetizes. One primary way is by trading activity — whether it is through their Robinhood Gold offering or order flow sold to market makers like Citadel. Thus, a cancellation of their Robinhood Gold membership, or a long period of no trading activity, could constitute churn. The other way Robinhood monetizes is through a user's account balance. By collecting interest on uninvested cash and making stock loans to counterparties, Robinhood is incentivized to have user's manage a large portfolio on the platform. As such, a negligible account balance or portfolio maintained over a period of time — say a quarter — could constitute a churned user.

Churn is a big deal, because even a small monthly churn can compound quickly over time: consider that a 2% monthly churn translates to almost a 27% yearly churn. Since it is much more expensive to acquire new customers than to retain existing ones, businesses with high churn rates will need to continually dedicate more financial resources to support new customer acquisition, which is costly, and therefore to be avoided if possible. So, if Robinhood is to stay ahead of WeBull, Coinbase, and TD Ameritrade, predicting who will churn, and then helping these at-risk users, is beneficial.

After you've worked with your interviewer to clarify what churn is in this context, and why it's important to mitigate, be sure to ask the obvious question: how is my model output going to be used? If it's not clear how the model will be used for the business, then even if the model has great predictive power, it is not useful in practice.

Step 2: Modeling Considerations

Any classification algorithm could be used to model whether a particular customer would be in the churned or active state. However, models that produce probabilities (e.g., logistic regression) would be preferable if the interest is in the probability of the customer’s loss rather than simply a final prediction about whether the customer will be lost or not.

Another key consideration when picking a model in this instance would be model explainability. This is because company representatives likely want to understand the main reasons for churn to support marketing campaigns or customer support programs. In this case, interpretable models such as logistic regression, decision trees, or random forests should be used. However, if by talking with the interviewer you learn that it's okay to simply detect churn, and that explainability isn't required, then less interpretable models like neural networks and SVMs can work.

Step 3: Features We'd Use to Model Churn

Some feature ideas include:

• Raw Account Balance: Is the portfolio value close to the threshold where it doesn't make sense to check the app anymore (say under $10)?
• Account Balance Trend: Is there a negative trend — they used to have $20k in their account, but have steadily been withdrawing money out of the account?
• Experienced Heavy Losses: Maybe they recently lost a ton of money trading Dogecoin, making them want to quit investing and rethink their trading strategies (and their life).
• Recent Usage Patterns: Maybe they used to be a Daily Active User, but recently have started logging in less and less — a sign that the app isn't as important any more.
• User Demographics: Standard user profile variables like age, gender, and location can also be used to model churn.

It's also wise to collaborate with business users to see their perspectives and to look for basic heuristics they might use that can be factored into the model. For example, maybe the customer support team has some insights into signals that indicate a user will churn out.

After running the model, it is good to double-check the results to see if the feature importance roughly matches what we would intuitively expect; for example, it is unlikely that a higher balance would result in a higher likelihood of churn.

Step 4: Deploying the Churn Model

We want to make sure the various metrics of interest (confusion matrix, ROC curve, F1 score, etc.) are satisfactory during offline training before deploying the model in production. As with any prediction task, it is important to monitor model performance and adjust features as necessary whenever there is new data or feedback from customer-facing teams. This helps prevent model degradation, which is a common problem in real-world ML systems. We'd also continuously conduct error analysis by looking at where the model is wrong, in order to keep refining the model. Finally, we'd also make sure to A/B test our model to validate its impact.