Re:Your average revenue per customer is meaningless
by brockf on Tuesday April 01, 2014 @05:53PM
(#7512000)
Re: power law distributions. I'm not sure what you mean about finite versus infinite variance. Are you referring to whether you are analyzing a bounded versus unbounded scale? Even if a scale is unbounded, that still wouldn't make a dataset any more likely to power law distributed. A power law distribution would be, however, somewhat more likely to be observed in cases where there is only an upper- or lower-bound (though again, not always... it really depends).
Re: appropriate averages. Your case (metered billing) is an interesting one. I don't see why the mode is necessarily wrong - the next customer is most likely to spend the amount that is currently your most popular amount). However, in order to calculate a mode, you likely would want to bin your amounts into ranges so that $10.11 isn't treated as distinct from $10.12, etc.
You're definitely right about one summary statistic not being sufficient. I would advocate for visualization and summary statistics, with some estimate of your confidence in the estimate displayed visually.
For your second point – there are legitimate uses for other summary statistics (mode, median), but they can still be very misleading. For example, you mention using the mode of the distribution as a predictor of what the next customer will pay – this definitely wouldn't work for a company with a metered pricing plan, for example. Distributions are often not well characterized by singular summary statistics, Anscombe's Quartet (mentioned elsewhere in this comments section) is a good example of this: http://en.wikipedia.org/wiki/Anscombe's_quartet