Customer churn analysis – a case study
نویسنده
چکیده
Customer value analysis is critical for a good marketing and a customer relationship management strategy. An important component of this strategy is the customer retention rate. Customer retention rate has a strong impact on the customer lifetime value, and understanding the true value of a possible customer churn will help the company in its customer relationship management. Conventional statistical methods are very successful in predicting a customer churn. The goal of this study is to apply logistic regression techniques to predict a customer churn and analyze the churning and no-churning customers by using data from a personal retail banking company. * The use of the name of the Technical Research Centre of Finland (VTT) in advertising or publication in part of this report is only permissible by written authorisation from the Technical Research Centre of Finland. RESEARCH REPORT VTT-R-01184-06 3 (19)
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