Articulo Revista Indexada
Customer churn prediction for web browsers
Registro en:
Wu, X., Li, P., Zhao, M., Liu, Y., Crespo, R. G., & Herrera-Viedma, E. (2022). Customer churn prediction for web browsers. Expert Systems with Applications, 209, 118177.
0957-4174
Autor
Wu, Xing
Li, Pan
Zhao, Ming
Liu, Ying
González-Crespo, Rubén
Herrera-Viedma, Enrique
Institución
Resumen
In the competitive web browser market, identifying potential churners is critical to decreasing the loss of existing customers. Churn prediction based on customer behaviors plays a vital role in customer retention strategies. However, traditional churn prediction algorithms such as Tree-based models cannot exploit the temporal characteristics of browser customers behaviors, while sequence models cannot explicitly extract the information between multiple behaviors. To meet this challenge, we propose a novel model named Multivariate Behavior Sequence Transformer (MBST) with two complementary attention mechanisms to explore the temporal and behavioral information separately. Furthermore, a Tree-based classifier is attached for churn prediction instead of using the multilayer perceptron. Extensive experiments on a real-world Tencent QQ browser dataset with over 600,000 samples demonstrate that the proposed MBST achieves the F-score of 82.72% and the Area Under Curve (AUC) of 93.75%, which significantly outperforms state-of-the-art methods in terms of churn prediction.