2025 / Journal article
Customer retention with AI: algorithmic prediction and reactivation campaigns
Е.П. Голота, Е.В. Мищенко, А.Ю. Никитин
Read at the original sourceBusiness application · Eugene Mischenko
When is a reactivation campaign commercially useful?
Define inactivity against the category’s purchase cycle and compare customers with equal observation windows. Separate the prediction of a returning customer from the effect of contacting that customer. The campaign decision should account for incentive cost, contact cost and the contribution of the resulting orders.
What to measure: Incremental repeat contribution, contact volume, incentive cost and unsubscribes.
Bibliographic reference
Е.П. Голота, Е.В. Мищенко, А.Ю. Никитин. Удержание клиентов с применением ИИ-технологий (на примере алгоритмического прогнозирования и реанимационных кампаний). Journal of Applied Research. 2025. 172-179. https://doi.org/10.47576/2949-1878.2025.9.9.024