You can use probability models to get better churn metrics. One we used in business school was the beta-geometric which gives a discrete model for heterogeneous

You can use probability models to get better churn metrics. One we used in business school was the beta-geometric which gives a discrete model for heterogeneous churns (the population uses a beta distribution to describe probability of churning). http://www.brucehardie.com/papers/021/sbg_2006-05-30.pdf http://www.brucehardie.com/papers/021/sbg_2006-05-30.pdf