Encrypting and preserving sensitive attributes in customer churn data using novel dragonfly based pseudonymizer approach

Abstract

With miscellaneous information accessible in public depositories, consumer data is the knowledgebase for anticipating client preferences. For instance, subscriber details are inspected in telecommunication sector to ascertain growth, customer engagement and imminent opportunity for advancement of services. Amongst such parameters, churn rate is substantial to scrutinize migrating consumers. However, predicting churn is often accustomed with prevalent risk of invading sensitive information from subscribers. Henceforth, it is worth safeguarding subtle details prior to customer-churn assessment. A dual approach is adopted based on dragonfly and pseudonymizer algorithms to secure lucidity of customer data. This twofold approach ensures sensitive attributes are protected prior to churn analysis. Exactitude of this method is investigated by comparing performances of conventional privacy preserving models against the current model. Furthermore, churn detection is substantiated prior and post data preservation for detecting information loss. It was found that the privacy based feature selection method secured sensitive attributes effectively as compared to traditional approaches. Moreover, information loss estimated prior and post security concealment identified random forest classifier as superlative churn detection model with enhanced accuracy of 94.3% and minimal data forfeiture of 0.32%. Likewise, this approach can be adopted in several domains to shield vulnerable information prior to data modeling.