The model we built made it possible to predict over 65% of unsubscribers based on change of customer behavior. Every time the specific client shows the behavioral pattern that is likely to lead to unsubscription, she was classified as potential unsubscriber and treated differently from the rest of the clients. Model implementation dropped email unsubscription rate by about 40%.
Attracting new clients is costly, so retaining clients is absolutely critical for the business success.
The predictive model of churn rate was built. It made possible to predict over 70% of unsubscribers based on change of customer behavior. Project implementation dropped the unsubscription rate by about 50%.