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I am trying to build a churn model using survival analysis for our top tier customers. The thing is that we are not a subscribtion based company, which makes the defintion of churn/defection hard to define. I can try to define a churn customer as a customer whose annual spent with us drops by 10% or 20%. However, what is the OPTIMAL way of defining a churn customer? Is it a business decision that each company has to make or can it be formulated as an optimization problem and be solved using true optimization techniques? Thanks.