How it works...

These plots represent the most typical sequences for each cohort. We have one color for each class (level). The height represents the proportion of cases. The number of the upper-left part indicates the proportion of the data represented in this plot.

As we can see, there are obvious patterns by age group-sex combination. Let's direct our attention towards the ones in the lower part (male plots). Evidently, the majority of them stay in the Level-1 group forever (lower tall bars); a substantial amount spend most of their time in Level 1, although they sometimes switch to either group L2 (orange) or close their accounts (green). Clearly, the 18-25 age range is much more stable and less prone to jumping into other memberships. Indirectly, we could conclude that most of them are quite happy with L1 membership.

We could extend the same analysis for the females, although it is quite interesting that the ones from 18-25 are quite prone to closing their accounts in the first 2-3 weeks. Interestingly, the females in the 26-45 grouping are more prone to enrolling directly in the L2 or L3 memberships, which is quite a distinctive characteristic of this cohort.

In general, we observe that clients enrolled in L1 are more likely to cancel their subscriptions than those in L2 or L3. This makes sense, as clients paying more (L2 or L3) should be, in principle, more happy with the club.