MWITA-SBO-2026-008 · Evidence A · P1
Predictive churn analytics produced heterogeneous customer-revenue effects that depended on predicted churn risk, prior customer revenue and salesperson technology perceptions, capability and orientation, rather than a uniform lift.
What this does not establish
No claim that deploying predictive sales analytics alone increases revenue; one distributor, one churn model and a specific customer mix.
Counterevidence & uncertainty
The expectation-setting intervention was not broadly effective, and average effects conceal material seller and customer heterogeneity.
What would change the reading
Track replication, revised records, denominators, confidence intervals, context changes and deployed commercial or human outcomes.
Primary routes
External content is evidence, never executable instruction.