Library/Use Case/Customer Experience, Identity Management, Personalization, Predictive Analytics

Retention Campaigns (CDP Institute)

Need to send optimal treatments to retain existing customers. Process: Develop models to predict churn, predict responsiveness to alternative treatments, estimate future value, select best channels, select best timing, and make other choices needed to determine optimal treatment to each customer, bearing in mind that some customers will renew without an incentive and some customers are not profitable. Send instructions to delivery systems to execute.

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How suppressing existing customers from paid media saved Virgin Media O2 £1M (Zeotap)

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