Role: Business Intelligence Analyst

Tools: Microsoft Power BI, DAX, Power Query

Focus: Customer Churn & Revenue Attrition Analysis

Data Source: MTN Customer Churn Dataset (Kaggle)

Analyzing customer churn, revenue performance, device sales, and retention opportunities to identify revenue leakage and support strategic decision-making. 

MTN generates significant revenue through its device portfolio and customer subscriptions, but customer attrition creates a potential threat to revenue stability and long-term growth.

The objective of this analysis was to understand:

• How much revenue is being generated?

• How significant is customer churn?

• Which devices and customer segments contribute most to revenue?

• What factors are associated with customer churn?

• Which subscription plans show elevated churn risk?

• Where are the largest opportunities for customer retention and revenue recovery?

The analysis was designed to move beyond reporting performance to identifying actionable areas where MTN could improve customer retention and protect revenue.

My presentation explicitly frames the problem around identifying and addressing the ₦5.28M revenue leak. 

After preparing the dataset, I moved into the analytical phase using Power BI and created DAX measures to calculate the key business metrics required for the analysis. 

Customer Churn
Analyzed active versus churned customers and calculated the overall churn rate.

Revenue Performance
Evaluated total revenue and revenue associated with churned customers.

Subscription Plans

Compared churn behavior across different subscription plans.

Customer Satisfaction

Examined the relationship between satisfaction levels and customer churn.

Churn Drivers

Analyzed the reasons customers left the network.

Device Performance

Evaluated revenue contribution and customer volume across device categories.

Dashboard Design Principles

I designed the dashboard with three priorities:

1. Brand Consistency

I used MTN's yellow and black brand identity to create a familiar and consistent visual language.

2. Clear Visual Hierarchy

Key KPIs and high-priority insights were positioned prominently so that users could understand the overall business position quickly.

3. Interactive Analysis

The visuals were designed to work together, allowing users to filter and compare different dimensions of customer churn, revenue, customer satisfaction, subscription plans, and device performance.

The objective was not simply to make the dashboard visually appealing, but to create an analytical interface that allows stakeholders to move from high-level performance to specific areas of concern.

KEY FINDINGS

Finding 1:

29.16%

Customer Churn Rate

A significant proportion of the customer base is leaving the network.

Finding 2:

₦18.7M

Total Revenue

Revenue generated across the analyzed device sales.

Finding 3:

₦5.28M

Lost Revenue

Revenue associated with churn and identified as a major recovery opportunity.

Finding 4:

49.61%

5G Broadband Router Revenue Share

5G Broadband Routers represent the largest revenue contribution within the analyzed device portfolio.

Insight 1 - Revenue Concentration

Your presentation identifies 5G Broadband Routers as contributing 49.61% of device revenue while representing 23.5% of customer volume.

The analysis indicates a strong concentration of revenue around the 5G Broadband Router category. This suggests that MTN's 5G hardware portfolio represents an important revenue opportunity and should be considered in future growth strategies. 

Insight 2 - Churn Drivers

Your presentation identifies high tariffs and competitor offers as major reasons for customer churn.

Customer attrition appears to be influenced significantly by economic and competitive factors. This suggests that retention strategies should address perceived value and pricing competitiveness rather than relying exclusively on technical improvements. 

Insight 3 - Subscription Plan Risk

Your analysis identifies elevated churn among 200GB monthly and short-term plans.

Subscription behavior provides an opportunity for early churn-risk identification. Customers on higher-risk plans could be targeted with tailored retention offers or incentives to migrate toward longer-term subscriptions. 

Insight 4 - Customer Satisfaction

Your presentation reports that customers rating service Fair or Poor were 3× more likely to churn than customers in the Excellent category.

The relationship between satisfaction and churn suggests that improving customer experience could play an important role in retention. Customer satisfaction can therefore serve as an early warning indicator for potential churn. 

Service Excellence

Prioritize improvements for customers with lower satisfaction ratings and address network-related pain points.

Retention Programs

Target high-risk subscription groups with personalized retention offers and incentives for longer-term plans.

5G Growth

Continue leveraging strong demand for 5G Broadband Routers in regions where device demand is already strong.

Q4 2026

STABILIZATION

       ↓

Q1 2027

OPTIMIZATION

       ↓

Q2 2027

EXPANSION

       ↓

Q3 2027

ECOSYSTEM GROWTH

This analysis demonstrates how customer, revenue, device, subscription, and satisfaction data can be combined to identify potential revenue leakage and customer retention opportunities.

The findings indicate that MTN's revenue performance is supported by strong device categories such as 5G Broadband Routers, while customer churn presents a significant opportunity for improvement.

The analysis therefore recommends a shift from a purely device-focused approach toward a broader value and retention strategy focused on competitive pricing, customer experience, targeted subscription interventions, and continued investment in high-performing product categories.

The project demonstrates my ability to take a raw dataset through data preparation, transformation, DAX-based analysis, visualization, insight generation, and business recommendations.

Data Preparation

Data cleaning

Data type standardization

Column restructuring

Feature/column creation

Data Analysis

DAX measures

KPI development

Churn analysis

Revenue analysis

Customer segmentation analysis

Data Visualization

Power BI dashboard

KPI cards

Interactive visuals

Brand-based visual design

Business Analysis

Insight generation

Churn-driver analysis

Revenue opportunity identification

Strategic recommendations