GemSeek Consulting: Predicting Super-detractors through machine learning

GemSeek Consulting, a market research and data analytics firm, sheds light on an innovative and pragmatic application of machine-learning models to help a major European Telco address fierce competition.

Synopsis

This submission presents an application of data fusion and Artificial Intelligence (AI) to a specific operational challenge. Using the latest trends in machine learning, GemSeek (part of the Future Thinking Group) developed a functional technique to model different survey research outcomes and apply these outcomes to internal customer data sets including CRM, transactional data, and others. Our model has been fully embedded into operational practices and has helped successfully predict, target and reduce customer churn. This approach successfully combines multiple data sources and provides a full 360 view of customer behaviour. It also bridges the gap between utilisation of...

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