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Home Blog Churn Trigger

Churn Trigger

Last year's popular story out of the Predictive Analytics World conference series was Andrew Pole's presentation of Target's methodology for predicting which customers were pregnant.

The pregnancy story took a while to propagate, but, with its arrival in the NY Times Magazine, is now widespread.

What will the 2012 story be?  My prediction is this:

Mei Mei Lim from Accenture described (June 26, 2012) how Nokia Siemens Networks built a predictive model for rapid identification of churn “triggers.”  The model lets a cell carrier take corrective actions and offer enticements to the straying customer before he or she jumps ship.  One of the triggers, mentioned almost in passing, was “visit to a competitor web site.”

A post-presentation conversation confirmed that cell carriers, especially in Asia, can and do monitor where customers browse, and set flags for when that browsing takes a customer to a competitor’s web site.

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