Beware the ’Walking Dead’: Analyzing Customer Data from a Multi-Service Firm

Think of them as the ”walking dead ” a type of customer who currently maintains service with a particular company but whose next action will most likely be to discontinue that relationship according to a new study that examines how the customers of a telecommunications firm acquire and discard services over time. The paper -- ”Modeling the Evolution of Customers’ Service Portfolios ” by Wharton marketing professors Peter Fader and Eric Bradlow and a former Wharton PhD student -- focuses in part on whether it is possible to predict future purchasing patterns by looking at past buying behavior.

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