Seasonal false alarms in customer churn and decline early-warning systems: adjacent-window labels confound seasonality with decline, and a year-over-year correction

arXiv:2608.18174v1 Announce Type: cross Abstract: Customer decline early-warning systems feed account-manager action lists, and every flagged account consumes intervention capacity. In a deployed business-to-business marketplace system, one action-list slot in three went to flags that dissolve under a seasonally aligned label. The standard target in non-contractual churn prediction compares an entity's next k months of activity with its trailing k months. The two windows cover different calendar months, so for seasonal entities the threshold-ratio construction confounds seasonality with decline, and the event rate depends on the label's anchor calendar month. We formalize the mechanism and measure it on three public panels and the production panel (the public arms pre-specified). Of the adjacent-window decay events, 37--69% on the public panels and 28--50% in production have no counterpart under a seasonally aligned definition. Pooling anchors, the standard remedy, balances the training mixture but corrects no individual label. Measured alternatives repair the curve only partially or change the detection horizon. Aligning the baseline to the same k calendar months one year prior -- advice practitioners already state, here formalized, measured, and costed -- flattens the curve at the source. With the classifier held fixed, production holdout ROC-AUC rises from 0.767 to 0.864 for decline (different targets; the gap closes on synthetic ground truth and a production hindsight referee). The served action list shrinks by a third, 119 to 79 accounts. The measured price is extra history, a blind spot to decline-then-stabilization, and a stricter cut under sustained growth.

Source: arXiv cs.LG | 2026-08-20

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