Classifying the variety of customers online engagement for churn prediction- P.Simovic[DSCCroatia22]

This talk was held on May 12th as part of the “Decision Intelligence” track @Data Science Conference Croatia 2022.

Using big data to analyze consumer behavior can provide effective decision-making tools for preventing customer attrition (churn) in customer relationship management (CRM). Focusing on a CRM dataset with several different categories of factors that impact customer heterogeneity (i.e., usage of self-care service channels, duration of service, and responsiveness to marketing actions), we provided new predictive analytics of customer churn rate based on a machine learning method that enhances the classification of logistic regression by adding a mixed penalty term. The proposed penalized logistic regression can prevent overfitting when dealing with big data and minimize the loss function when balancing the cost from the median (absolute value) and mean (squared value) regularization. We showed the analytical properties of the proposed method and its computational advantage in this research. In addition, we investigated the performance of the proposed method with a CRM data set (that has a large number of features) under different settings by efficiently eliminating the disturbance of (1) least important features and (2) sensitivity from the minority (churn) class.