In the pursuit of actionable insights, we can use historical closed opportunities that are similar to open ones and analyze what made one win and another lose. This doesn’t necessarily have to be sales data, it can be anything that hasn’t reached some outcome or end point - where there is still some unknown factor.
We’ll use the built-in data set supplied with the C5.0 R library, called Customer Churn. As the name implies, the data contains customer information and usage records from a phone company including whether the customer churned or not. Here is one of the “what ifs”, lack of voice mail usage may indicate a churning customer.