Customers churn prediction and marketing retention strategies. An application of support vector machines based on the AUC parameter-selection technique in B2B e-commerce industry
Customers churn prediction and marketing retention strategies. An application of support vector machines based on the AUC parameter-selection technique in B2B e-commerce industry
N. Gordini,V. Veglio
2017 · DOI: 10.1016/J.INDMARMAN.2016.08.003
146 Citations
TLDR
The findings confirm that the data-driven approach to churn prediction and the development of retention strategies outperforms commonly used managerial heuristics in B2B e-commerce industry.