ACC

Predictive Churn Model

Predictive Churn Model 

Four Steps

…

1. DEFINE THE PROBLEM

2. PREPARE THE DATA

3. ESTIMATE THE MODEL

4. SELECT CUSTOMER TO TARGET

Source: Blattberg, R. C., Kim, B. D., Neslin, S. A.(2008). Database Marketing. Springer New York.

Predictive Churn Model 

Four Steps

…

1. DEFINE THE PROBLEM

2. PREPARE THE DATA

3. ESTIMATE THE MODEL

4. SELECT CUSTOMER TO TARGET

Source: Blattberg, R. C., Kim, B. D., Neslin, S. A.(2008). Database Marketing. Springer New York.

Identify customers that will "leave" Hartlauer

Create indicators from Hartlauer sales and customer data

1. Decision Tree estimation

2. Predictive Model

Targeted mailing,

tailor-made offers, etc.