Managing Churn to Maximize Profits

This article provides a novel method to optimize the profits of proactive retention campaigns using a machine learning approach to causal inference.

• 저널Marketing Science · 39(5) · 956–973
• 토픽Customer churn and segmentation · Marketing
• DOI10.1287/mksc.2020.1229
• 저자Aurélie Lemmens, Сунил Гупта