Gartner Research

Get Started With Customer Risk Modeling Using Behavioral Data to Predict Loyalty and Churn

Published: 28 March 2018

ID: G00347377

Analyst(s): James Meyers


Behavioral data offers a wealth of insight into customer relationship and commitment to the brand. Marketing leaders can use a variety of modeling techniques to predict loyalty or attrition and create contextually relevant messages to drive growth or win back at-risk customers.

Table Of Contents
  • Key Challenges



  • Define Use Cases and Hypotheses to Guide Your Analysis
  • Identify the Data Inputs Most Indicative of Customer Risk Status
  • Apply a Statistical Model Aligned With Your Use Case and Validate Your Model
  • Validate Your Model's Accuracy
  • What to Do Next

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