📌 Method: MemberLifetime
This article explains how we calculate how long a member has had a membership on average.
How is the lifespan calculated?
Retrieves membership data
We find all members who have had an active membership during the period.
Combines membership periods
If a member has had multiple memberships, the periods are merged to find the total active time.
Calculates lifetime per segment
We can see the lifespan broken down by:
Gender (men, women, not specified)
Age groups (divided into intervals)
Calculates average and median
Average: The total average lifespan per member.
Median: The middle value of all members' active periods.
Example calculation
Let's say we want to calculate the average lifespan of members between January and March.
Member ID | Start Date | End date | Total Membership Length |
101 | January 1 | 5 March | 63 days |
102 | February 10 | 15 April | 64 days |
103 | March 1 | March 30 | 30 days |
104 | March 20 | March 25 | 5 days (not counted) |
We sum up the valid membership lengths:
63+64+30=157 days63 + 64 + 30 = 157 \text{ days}63+64+30=157 days
We divide the sum by the number of members:
1573=52.33 days (average)\frac{157}{3} = 52.33 \text{ days (average)}3157=52.33 days (average)
The median value is 63 days (the midpoint of the sorted values).
Why is this important?
The lifespan of a membership is a crucial indicator of member retention. Shorter lifespans can indicate that customers are not satisfied or quickly cancel their memberships.
💡 Result: A graph showing the average lifespan of memberships by gender and age.
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