The Client, a leading travel portal, faced a member attrition problem. They needed to find out who they were, why there were churning, and predict when they would churn so that appropriate retention plans could be created.
The Solution
Analyze this Analyzed data from all their databases, analyzing membership, ownership and activity related information. Using a combination of analytical techniques, and finally Logistic Regression, a scoring equation for members was developed. This model scores members on their propensity to churn and is very useful in strategic retention strategies to different attrition propensity segments.
Results & Client action – the Client now understands risks of member attrition (to an accuracy of 80%+ ) and has drawn up specific retention plans for specific high risk groups. Based on the predictive model specific members are targeted for customized retention plans.
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