Written by Jimmy van den Eerenbeemt – October 6, 2017.
This research is a cooperative project by Tilburg School of Humanities and OnMarc. Where Tilburg University has taught the tricks of the trade of doing predictive analytics, OnMarc provided the datasets and hands-on guidance that made it possible to carry out the research. Sales processes are shifting more and more to online channels. This eliminates the influence of sales representatives on customers. However, the personal contact adds a feeling of trust that mitigates any doubts and convinces people to buy your product. Without that intervention, these potential customers might walk away to the competitor. For sales representatives to be able to intervene, these potentially churning customers need to be identified first. This research tries to identify churning customers in an online sales funnel of an insurance company.