The Effect of the Length of the Customer Event History and the Staying Power of the Predictive Models in the Customer Churn Prediction: Case Study of Migros Sanal Market

Müşteri terki tahmin problemi çeşitli sektörler için farklı yönlerden incelenmiştir. Bu çalışmada, Türkiye'de önde gelen çevrimiçi hızlı tüketim ürünleri perakendecisinin kayıp tahmin problemi için müşteri olay tarihçesinin uzunluğunun ve öngörücü modellerin kalıcı gücünün etkisini ele alınmaktadır. Bunlar, karar vericilere, müşteri kaybını öngörmek için geçmiş verilerin en uygun uzunluğunu ve öngörücü modellerin ömrünü belirlemede yardımcı olmaları açısından önemli etkilerdir. Çalışma, müşteri olay tarihçesinin uzunluğunun, modellerin kestirimci gücünü logaritmik olarak artırdığını göstermekte ve literatürde gazete aboneliği sektöründe elde edilen bulguları doğrulamaktadır. Hızlı tüketim sektöründeki müşteri terki modellerin kalıcı gücünün literatürde bir Internet servis sağlayıcısı ve bir sigorta şirketi için belirtilenlerden daha yüksek olduğu görülmektedir.

Anahtar Kelimeler:

Müşteri terki, yapay öğrenme, gözetimli öğrenme, gözlem süresi uzunluğu, modellerin kalıcı gücü

The Effect of the Length of the Customer Event History and the Staying Power of the Predictive Models in the Customer Churn Prediction: Case Study of Migros Sanal Market

The customer churn prediction problem is studied for various sectors under several aspects. In this study, we consider the effect of the length of the customer event history and the staying power of the predictive models for the churn prediction problem of a leading online fast-moving consumer goods retailer in Turkey. These are important aspects of the churn prediction models as they help decision makers to determine the optimal length of the past data for predicting the customer churn as well as lifespan of the predictive models. We find that the length of the customer event history logarithmically increases the predictive power of models, validating findings in the literature in the newspaper subscription sector. Regarding the staying power of the predictive models, we conclude that the models in online fast-moving consumer goods retailing has a slightly longer lifespan that the models discussed in the literature for an Internet service provider and an insurance company.

Keywords:

Customer churn, Machine learning, supervised learning, Length of customer event history, Staying power,

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