But what drivers do you model? Consumer behavior and preferences, or just abstract business metrics? I.e.: do you put into your model what is typically an indic

But what drivers do you model? Consumer behavior and preferences, or just abstract business metrics? I.e.: do you put into your model what is typically an indicator on a dashboard - TLV, retention rate, etc, or do you derive a model of your customers from past data and build scenarios of changes in customer behavior?