Building Knowledge on the Customer Through Machine Learning

The cost of acquiring new customers is high, so companies are spending more on customer loyalty and retention. Identifying the total value generated by a customer in the entire customer life cycle would help companies in business campaigns and in other activities. So naturally Customer Relationship Management (CRM) becomes a key element of modern marketing strategies. If we can predict a score that allows us to project, on a given population, quantifiable information then it can be used by the information system (IS) to personalize the customer relationship. KDD (Knowledge Discovery and Data Mining) Cup 2009 challenge consists of three tasks, predicting the churn, appentency and upselling, through the data provided by the telecom company Orange.