Optimizing Customer Retention Programs

October 20th, 2008

Suresh Vittal

With contributors:

Christine Overby , Emily Bowen

Summary

Managing customer churn continues to flummox direct marketers. They struggle to define, target, or properly value customers. But increasingly marketers are turning to predictive analytics to power retention programs. Uplift modeling is an emerging technique that can help marketers improve the performance of their retention programs. Does uplift modeling work? Telenor thinks so. The telco reduced churn rates by an additional 1.8%.

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