Customer churn, also known as customer attrition, refers to the movement of customers from one service provider to another. It is well known that attracting new customers costs significantly more than retaining existing customers. Additionally, long-term customers are found to be less costly to serve and less sensitive to competitors’ marketing activities. Thus, predicting customer churn is valuable to telecommunication industries, utility service providers, paid television channels, insurance companies and other business organisations providing subscription-based services. Customer-churn prediction allows for targeted retention planning. In this Assessment, you will build a machine learning (ML) model to predict customer churn using the principles of ML and big data tools.
As part of this Assessment, you will write a 1,000-word report that will include the following:
a) A predictive model from a given dataset that follows data mining principles and techniques;
b) Explanations as to how to handle missing values in a dataset; and
c) An interpretation of the outcomes of the customer churn analysis.
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