Profile Plots
The profile plots provide a visual representation of the model-estimated mean spending for churners and non-churners for each of the four customer types. The model-estimated spending is plotted on the vertical axis. The customer category is plotted on the horizontal axis. Separate lines are produced for churners and non-churners. Also, a separate plot is displayed for each service.
The profile plot for Long distance last month shows that non-churners tended to spend more than churners on this service. Across customer types, Basic service customers tended to spend less than others. The pattern of spending across customer types is similar, if not exactly equal, for churners and non-churners.
The profile plot for Toll free last month shows that non-churners tended to spend slightly more than churners, since the profile for non-churners is slightly higher for all customer types. Basic service and E-service customers tended to spend less than others. The pattern of spending across customer types is similar for churners and non-churners, except for Total service customers. There the gap between churners and non-churners widens, indicating an interaction effect.
The profile plot for Equipment last month shows a reversal; churners tended to spend more than non-churners on equipment. This is particularly important with regard to E-service and Total service customers, who spent considerably more than others. The pattern of spending across customer types is similar for churners and non-churners.
The profile plot for Calling card last month shows that non-churners tended to spend more than churners, but the difference changes drastically by customer type. Basic service and E-service customers show the greatest difference. Meanwhile, Plus service and Total service churners and non-churners are difficult to separate on the basis of spending.
The profile plot for Wireless last month shows very little separation between non-churners and churners. If anything, you can say that churners spent slightly more than non-churners. Total service customers spent far more than others on wireless service.