Got a Reactivated Customer? Don’t Celebrate Just Yet.

We’ve just wrapped up the Mechanics of Predicting Customer Churn series—if you haven’t checked that out, I’d highly suggest you read through it. But even after we create models to predict customer churn and coordinate campaigns to prevent as much of it as we can, there are still going to be customers who cease to buy our product or service. It’s a natural step in the business cycle. Hopefully, they’ll eventually become reactivated customers—once....

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