Algorithmic customer churn prediction and targeted intervention: Optimizing customer lifetime value in data-sparse SME environments

Kalishina, Daria (2025) Algorithmic customer churn prediction and targeted intervention: Optimizing customer lifetime value in data-sparse SME environments. World Journal of Advanced Research and Reviews, 26 (1). pp. 593-603. ISSN 2581-9615

This research endeavors to elucidate the application of advanced analytical methodologies for the predictive modeling and mitigation of customer attrition within the data-sparse ecosystem of Small and Medium-sized Enterprises (SMEs). Utilizing a synthesis of L1-regularized logistic regression and reinforcement learning paradigms, the study demonstrates the operational efficacy of sophisticated machine learning techniques within environments characterized by data paucity. Granular customer segmentation, predicated upon probabilistic churn risk assessments, and a detailed feature importance analysis identified salient predictors of attrition, thereby enabling the development of targeted intervention protocols. The implementation of reinforcement learning-driven personalized communication campaigns, specifically via electronic mail, yielded statistically significant reductions in customer attrition rates and a concomitant augmentation of Customer Lifetime Value (CLV), underscoring the pragmatic utility of adaptive, data-driven strategies. This research addresses the unique challenges inherent in SME environments, particularly the effective deployment of advanced analytics amidst data scarcity. Key findings demonstrate that even within data-constrained contexts, robust predictive models and personalized intervention strategies can significantly optimize customer retention. Furthermore, the analysis emphasizes the criticality of ethical considerations, encompassing data privacy and algorithmic fairness, within the domain of SME data analytics. The findings proffer actionable insights for SMEs seeking to optimize customer retention and achieve sustainable growth through the strategic application of advanced analytical frameworks.