UP-LR Example

Mobile money is often celebrated in Kenya as a great equalizer. But beneath that narrative lie diverse user journeys — shaped by income volatility, academic calendars, and lifestyle shifts. While M-PESA has become an indispensable utility, it remains blind to the rhythms of individual lives. This project flips the script. Instead of aggregating millions of users into neat averages, it follows the digital footsteps of just one: a university student navigating semesters, strikes, internships — and financial constraints. By mining two years of personal M-PESA data, this study surfaces a powerful insight: the future of customer retention may lie in understanding the economic realities of the individual, not the segment.

The basic analysis

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