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A hierarchical multiple kernel support vector machine for customer churn prediction using longitudinal behavioral data

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  • Chen, Zhen-Yu
  • Fan, Zhi-Ping
  • Sun, Minghe
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    Abstract

    The availability of abundant data posts a challenge to integrate static customer data and longitudinal behavioral data to improve performance in customer churn prediction. Usually, longitudinal behavioral data are transformed into static data before being included in a prediction model. In this study, a framework with ensemble techniques is presented for customer churn prediction directly using longitudinal behavioral data. A novel approach called the hierarchical multiple kernel support vector machine (H-MK-SVM) is formulated. A three phase training algorithm for the H-MK-SVM is developed, implemented and tested. The H-MK-SVM constructs a classification function by estimating the coefficients of both static and longitudinal behavioral variables in the training process without transformation of the longitudinal behavioral data. The training process of the H-MK-SVM is also a feature selection and time subsequence selection process because the sparse non-zero coefficients correspond to the variables selected. Computational experiments using three real-world databases were conducted. Computational results using multiple criteria measuring performance show that the H-MK-SVM directly using longitudinal behavioral data performs better than currently available classifiers.

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    Bibliographic Info

    Article provided by Elsevier in its journal European Journal of Operational Research.

    Volume (Year): 223 (2012)
    Issue (Month): 2 ()
    Pages: 461-472

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    Handle: RePEc:eee:ejores:v:223:y:2012:i:2:p:461-472

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    Web page: http://www.elsevier.com/locate/eor

    Related research

    Keywords: Data mining; Customer relationship management; Customer churn prediction; Support vector machine; Multiple kernel learning;

    References

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    1. Prinzie, Anita & Van den Poel, Dirk, 2006. "Investigating purchasing-sequence patterns for financial services using Markov, MTD and MTDg models," European Journal of Operational Research, Elsevier, vol. 170(3), pages 710-734, May.
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    3. A. Prinzie & D. Van Den Poel, 2009. "Modeling complex longitudinal consumer behavior with Dynamic Bayesian Networks: An Acquisition Pattern Analysis application," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 09/607, Ghent University, Faculty of Economics and Business Administration.
    4. Crone, Sven F. & Lessmann, Stefan & Stahlbock, Robert, 2006. "The impact of preprocessing on data mining: An evaluation of classifier sensitivity in direct marketing," European Journal of Operational Research, Elsevier, vol. 173(3), pages 781-800, September.
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    7. Glady, Nicolas & Baesens, Bart & Croux, Christophe, 2009. "Modeling churn using customer lifetime value," European Journal of Operational Research, Elsevier, vol. 197(1), pages 402-411, August.
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    10. A. Prinzie & D. Van Den Poel, 2007. "Predicting home-appliance acquisition sequences: Markov/Markov for Discrimination and survival analysis for modeling sequential information in NPTB models," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 07/442, Ghent University, Faculty of Economics and Business Administration.
    11. Lessmann, Stefan & Voß, Stefan, 2009. "A reference model for customer-centric data mining with support vector machines," European Journal of Operational Research, Elsevier, vol. 199(2), pages 520-530, December.
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    Cited by:
    1. Tang, Leilei & Thomas, Lyn & Fletcher, Mary & Pan, Jiazhu & Marshall, Andrew, 2014. "Assessing the impact of derived behavior information on customer attrition in the financial service industry," European Journal of Operational Research, Elsevier, vol. 236(2), pages 624-633.
    2. Carrizosa, Emilio & Olivares-Nadal, Alba V. & Ramírez-Cobo, Pepa, 2013. "Time series interpolation via global optimization of moments fitting," European Journal of Operational Research, Elsevier, vol. 230(1), pages 97-112.

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