Qini-based Uplift Regression

This article proposes methodology that identifies characteristics associated with a home insurance policy that can be used to infer the link between marketing intervention and policy renewal rate. Using the resulting statistical model, the goal is to predict which customers the company should focus on, in order to deploy future retention campaigns. A subscription-based company loses its customers when they stop doing business with their service. Also known as customer attrition, customer churn can be a drag on the business growth. It is less expensive to retain existing customers than to acquire new customers, so businesses put effort into marketing strategies to reduce customer attrition. Customer loyalty, on the other hand, is usually more profitable because the company have already earned the trust and loyalty of existing customers. Businesses mostly have a defined strategy for fighting customer churn over a period of time. Organizations are able to determine their success rate in customer loyalty and identify improvement strategies using available data and learning about churn.