I'm working on evaluating various classification algorithms to help predict customer churn (or at least ID interesting features to use in later strategy).
The goal is to identify accounts who are at risk for not buying again. As a first step, I took:
a) all customers who were active between 250 and 120 days ago (somewhat arbitrary) b) classified them as churned or not churned based on whether they were active in the last 110 days.
One of my features is "days since last logged in". In order to purchase, you need to log-in. But, you may log-in to do a variety of things that have nothing to do with ordering (for instance, account mgmt, download receipts, etc....).
Since there's a clear relationship between "not churned" and logging in, what are your thoughts on how valuable this feature is? So far, my arguments for including it:
It's valid and accessible real-time information. If a customer has not purchased in 5 months and we saw they logged in yesterday, why offer a discount or take action to re-engage the client?
Has anyone dealt with similar cases where the feature is somewhat dependent on the labeling criteria?