Understand how incomplete observation windows bias CLV estimates and what to do about it. Learn to distinguish truncation from censoring and apply fixes for fair cohorts.
Right‑censoring means the event may occur after the window; truncation means the event ______ the window entirely.
is measured twice in
always occurs during
is duplicated within
never enters
A common fix for right‑censoring in CLV is to use ______ methods.
survival or hazard‑based
ad server logs alone
pure cross‑sectional averages
cookie aggregation
Left truncation occurs when only customers who ______ are included.
churn immediately
purchase every day
belong to a single channel
survive to the observation start
Calibration windows in cohort analysis help by separating model training from ______.
forecast periods
ad viewability audits
brand tracking
creative QA
When handling delayed‑entry cohorts, you should offset exposure time so that each customer’s clock ______.
uses a fixed calendar day
follows ad flight dates only
starts at their own inception
resets every Monday
In purchase‑count models with truncation, weighted likelihoods or inverse probability weighting can ______ bias.
correct
create
double
ignore
A quick diagnostic for truncation is that very new cohorts show unusually ______ compared with older cohorts.
flat channel mix
high apparent retention
low acquisition cost
stable AOV noise
For subscription products, using churn‑hazard models lets you include time‑varying covariates like ______.
canonical tags
image alt text
font size
price changes or plan upgrades
Non‑contract (buy‑till‑you‑die) CLV with truncation often benefits from a ______ arrival model.
Pareto/NBD‑style
single‑touch attribution
pure ARIMA
CTR curve
To compare cohorts fairly across seasons, compute retention on a ______ basis.
raw calendar month only
creative format type
traffic channel share
homogeneous time‑since‑start
Starter
Good start—review definitions and setup to solidify your foundation.
Solid
Nice work—your grasp is strong; refine edge cases and assumptions.
Expert!
Outstanding—your CLV intuition and technique are practitioner‑level.
