Optimizing Customer Retention Programs

Abstract

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. Upliſt modeling is an emerging technique that can help marketers improve the performance of their retention programs. Does upliſt modeling work? Telenor thinks so. The telco reduced churn rates by an additional 1.8%.