publication . Other literature type . 2014 . Embargo end date: 27 Mar 2018

Churn prediction based on text mining and CRM data analysis

Schatzmann, Anders; Heitz, Christoph; Münch, Thomas;
Open Access English
  • Published: 01 Jan 2014
  • Publisher: Fachhochschule Münster
  • Country: Switzerland
Abstract
Within quantitative marketing, churn prediction on a single customer level has become a major issue. An extensive body of literature shows that, today, churn prediction is mainly based on structured CRM data. However, in the past years, more and more digitized customer text data has become available, originating from emails, surveys or scripts of phone calls. To date, this data source remains vastly untapped for churn prediction, and corresponding methods are rarely described in literature. Filling this gap, we present a method for estimating churn probabilities directly from text data, by adopting classical text mining methods and combining them with state-of-t...
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Subjects
free text keywords: Churn, Churn prediction, Text mining, Text data, Random forest, CRM, 658.8: Marketingmanagement
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