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Merged PR 3221: Adapted lifecycle logic for deals to include offboardings

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# Description

Adapts deals lifecycle logic by including offboardings from hubspot. It mostly increases the number of churning and inactive states in decrement of active state.
I also updated documentation and added an accepted values test.

When deploying and refreshing prod, figures in main kpis will be impacted

# Checklist

- [X] The edited models and dependants run properly with production data.
- [X] The edited models are sufficiently documented.
- [X] The edited models contain PK tests, and I've ran and passed them.
- [NA] I have checked for DRY opportunities with other models and docs.
- [NA] I've picked the right materialization for the affected models.

# Other

- [ ] Check if a full-refresh is required after this PR is merged.

Related work items: #22689
This commit is contained in:
Oriol Roqué Paniagua 2024-10-17 09:41:37 +00:00
parent 3faf03c139
commit d475285461
2 changed files with 111 additions and 29 deletions
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101
models/intermediate/cross/int_mtd_deal_lifecycle.sql
View file

@ -8,7 +8,23 @@ with
int_core__bookings as (select * from {{ ref("int_core__bookings") }}),
int_core__unified_user as (select * from {{ ref("int_core__unified_user") }}),
int_dates_mtd as (select * from {{ ref("int_dates_mtd") }}),
int_hubspot__deal as (select * from {{ ref("int_hubspot__deal") }}),
hubspot_deal_offboardings as (
-- At the moment it's not possible to account for deal reactivation within
-- hubspot, meaning, once a deal has a cancellation date we'll be considering
-- it as churned. However, a deal can be reactivated and if so, the
-- cancellation date might be set up to null, thus loosing the previous
-- history of offboarding and affecting backwards history. Lastly,
-- cancellation date not being null is preferred vs. the hubspot deal stage
-- since an actual churned deal might be in a process of reactivation,
-- discussing with our colleagues from sales / am teams. In this discussion
-- period, the stage could be different than cancelled, but still not
-- reactivated.
select id_deal, cancellation_date_utc
from int_hubspot__deal
where cancellation_date_utc is not null
),
booked_days_per_host as (
select
id_user_host,
@ -36,7 +52,7 @@ with
where h.id_deal is not null
group by d.date, h.id_deal
),
deal_historic_booking_features as (
deal_historic_features as (
select
hhbf.date,
hhbf.id_deal,
@ -44,6 +60,17 @@ with
hhbf.first_time_booked_date_utc,
hhbf.last_time_booked_date_utc,
hhbf.second_to_last_time_booked_date_utc,
hdo.cancellation_date_utc,
case
when hhbf.date >= hdo.cancellation_date_utc then true else false
end as deal_has_been_offboarded,
case
when
date_trunc('month', hdo.cancellation_date_utc)
= date_trunc('month', hhbf.date)
then true
else false
end as deal_was_offboarded_this_month,
case
when hhbf.first_time_booked_date_utc is not null then true else false
end as deal_has_at_least_one_booking,
@ -101,6 +128,8 @@ with
else false
end as had_previous_booking_more_than_12_months_before_the_last
from deal_historic_booking_dates hhbf
left join hubspot_deal_offboardings hdo on hhbf.id_deal = hdo.id_deal
)
select
date,
@ -109,24 +138,37 @@ select
first_time_booked_date_utc,
last_time_booked_date_utc,
second_to_last_time_booked_date_utc,
cancellation_date_utc,
case
-- 01-New: The deal has been created this month and has not had any booking
when not deal_has_at_least_one_booking and deal_was_created_this_month
-- 01-New: The deal has been created this month and has not had any booking.
-- Additionally, the deal has not been offboarded in hubspot.
when
not deal_has_at_least_one_booking
and deal_was_created_this_month
and not deal_has_been_offboarded
then '01-New'
-- 02-Never Booked: The deal has been created before this month and has not
-- had any booking
when not deal_has_at_least_one_booking and not deal_was_created_this_month
-- had any booking. Additionally, the deal has not been offboarded in hubspot.
when
not deal_has_at_least_one_booking
and not deal_was_created_this_month
and not deal_has_been_offboarded
then '02-Never Booked'
-- 03-First Time Booked: The deal has been booked for the first time and it
-- has been created this month
when deal_has_first_booking and has_been_booked_within_current_month
-- has been created this month. Additionally, the deal has not been offboarded
-- in hubspot.
when
deal_has_first_booking
and has_been_booked_within_current_month
and not deal_has_been_offboarded
then '03-First Time Booked'
-- 04-Active: The deal has had at least 1 booking in its history and it's
-- been less than 12 months since the last booking
-- and is not reactivated and is not FTB
-- been less than 12 months since the last booking and has not been offboarded
-- in hubspot and is not reactivated and is not FTB
when
deal_has_at_least_one_booking
and has_been_booked_within_last_12_months
and not deal_has_been_offboarded
-- not reactivated
and not (
had_previous_booking_more_than_12_months_before_the_last
@ -135,26 +177,41 @@ select
-- not FTB
and not (deal_has_first_booking and has_been_booked_within_current_month)
then '04-Active'
-- 05-Churning: The deal has been booked at least once and it's been 12
-- months since the last booking
when deal_has_at_least_one_booking and last_booking_was_12_months_ago
then '05-Churning'
-- 06-Inactive: The deal has been booked at least once and it's been more
-- than 12 months since the last booking
-- 05-Churning: The deal has been offboarded this month. Alternatively, The
-- deal has been booked at least once and it's been 12 months since the last
-- booking
when
deal_has_at_least_one_booking
and not has_been_booked_within_last_12_months
and not last_booking_was_12_months_ago
(
deal_has_at_least_one_booking
and last_booking_was_12_months_ago
and not deal_has_been_offboarded
)
or deal_was_offboarded_this_month
then '05-Churning'
-- 06-Inactive: The deal has been offboarded in the past but not this month.
-- Alternatively, the deal is not offboarded and the deal has been booked at
-- least once and it's been more than 12 months since the last booking.
when
(
deal_has_at_least_one_booking
and not has_been_booked_within_last_12_months
and not last_booking_was_12_months_ago
and not deal_has_been_offboarded
)
or (deal_has_been_offboarded and not deal_was_offboarded_this_month)
then '06-Inactive'
-- 07-Reactivated: The deal was churned/inactive but has had a new booking
-- this month
-- 07-Reactivated: The deal is not offboarded but was churned/inactive, and
-- now has had a new booking this month
when
had_previous_booking_more_than_12_months_before_the_last
and has_been_booked_within_current_month
and not deal_has_been_offboarded
then '07-Reactivated'
else null
end as deal_lifecycle_state,
has_been_booked_within_current_month,
has_been_booked_within_last_6_months,
has_been_booked_within_last_12_months
from deal_historic_booking_features
has_been_booked_within_last_12_months,
deal_has_been_offboarded as has_been_offboarded
from deal_historic_features

39
models/intermediate/cross/schema.yml
View file

@ -1404,13 +1404,13 @@ models:
deal regarding its activity. This information is encapsulated in the following columns:
deal_lifecycle_state: contains one of the following states
- 01-New: Deals that have been created in the current month, without bookings
- 02-Never Booked: Deals that have been created before the current month, without bookings.
- 03-First Time Booked: Deals that have been booked for the first time in the current month.
- 04-Active: Deals that have booking activity in the past 12 months (that are not FTB nor reactivated)
- 05-Churning: Deals that are becoming inactive because of lack of bookings in the past 12 months
- 06-Inactive: Deals that have not had a booking for more than 12 months.
- 07-Reactivated: Deals that have had a booking in the current month that were inactive or churning before.
- 01-New: Deals that have been created in the current month, without bookings, that are not offboarded.
- 02-Never Booked: Deals that have been created before the current month, without bookings, that are not offboarded.
- 03-First Time Booked: Deals that have been booked for the first time in the current month, that are not offboarded.
- 04-Active: Deals that have booking activity in the past 12 months (that are not FTB nor reactivated), that are not offboarded.
- 05-Churning: Either Deals that are offboarded in that month or Deals that are becoming inactive because of lack of bookings in the past 12 months
- 06-Inactive: Either Deals that have been previously offboarded or Deals that have not had a booking for more than 12 months.
- 07-Reactivated: Deals that have had a booking in the current month that were inactive or churning before, that are not offboarded.
- Finally, if none of the logic applies, which should not happen, null will be set and a dbt alert will raise.
Since the states of Active, First Time Booked and Reactivated indicate certain booking activity and are
@ -1422,6 +1422,12 @@ models:
Note that if a deal has had a booking created in a given month, all 3 columns will be true. Similarly,
if the last booking created to a deal was 5 months ago, only the column has_been_booked_in_1_month
will be false; while the other 2 will be true.
Some final considerations:
- It's possible but not common that a Deal gets offboarded on the same month that has had some bookings created.
- It shouldn't happen that a Deal that is Inactive has some bookings created. However, there's few cases in which
this happens likely because of misconfiguration between Hubspot and Core. This should be reported to increase
data quality.
tests:
- dbt_utils.unique_combination_of_columns:
combination_of_columns:
@ -1466,6 +1472,12 @@ models:
on the lifecycle. Can be null if the deal has never had a booking associated with it or if
the deal only had 1 booking in its history.
- name: cancellation_date_utc
data_type: date
description: |
Date of when the deal was cancelled, according to Hubspot. This is the date we're considering
for hard offboarding. It can be null, meaning the account has not been offboarded.
- name: deal_lifecycle_state
data_type: character varying
description: |
@ -1474,6 +1486,15 @@ models:
07-Reactivated. Failing to implement the logic will result in alert.
tests:
- not_null
- accepted_values:
values:
- 01-New
- 02-Never Booked
- 03-First Time Booked
- 04-Active
- 05-Churning
- 06-Inactive
- 07-Reactivated
- name: has_been_booked_within_current_month
data_type: boolean
@ -1487,6 +1508,10 @@ models:
data_type: boolean
description: If the deal has had a booking created in the past 12 months.
- name: has_been_offboarded
data_type: boolean
description: If the deal has been cancelled or not.
- name: int_mtd_deal_metrics
description: |
This model contains the historic information regarding the deals in an aggregated manner.