ActiveXchange's Data Science Team used advanced predictive modelling, leveraging a wide set of data from across the sector. This predicts each member's relative risk of cancelling their membership at any point in time, using variables such as:
The analysis output is provided in a data feed which is integrated into the operator's existing marketing CRM tools so multiple marketing systems aren't required.
As well as predicting risk at an individual member level, ActiveXchange's output provides optimal incentives to change the member's behaviour and mitigate the risk of cancellation. Outcomes from these are constantly tracked across hundreds of venues so optimal member and campaign insight is always utilised by each partner operator.