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(*) A factor, normally expressed as a percentage, reflecting the degree of losses of personnel or materiel due to various causes within a specified period of time.

Churn rate (sometimes called attrition rate), in its broadest sense, is a measure of the number of individuals or items moving out of a collective group over a specific period of time. It is one of two primary factors that determine the steady-state level of customers a business will support. The term is used in many contexts, but is most widely applied in business with respect to a contractual customer base. For instance, it is an important factor for any business with a subscriber-based service model, including mobile telephone networks and pay TV operators. The term is also used to refer to participant turnover in peer-to-peer networks. Churn rate is an important input into customer lifetime value modeling, and can be part of a simulator used to measure Return on Marketing Investment using Marketing Mix Modeling.

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1. the rate of shrinkage in size or number
(synonym) rate of attrition
(hypernym) rate

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