A new award from the Marketing Science Institute for a project on customer attrition prevention with artificial intelligence, by Dr Mohamed Zaki and Dr. Benjamin Lucas

Mohamed Zaki (Deputy Director of the Cambridge Service Alliance) and Benjamin Lucas (Assistant Professor at Maastricht University) have been awarded a research grant by the Marketing Science Institute (MSI) for their project titled “DeepKeep: Customer Attrition Prevention with Artificial Intelligence”. The grant was awarded as part of the MSI Research Initiative on the Digitized Customer, with the initiative task force co-chaired by Cait Lamberton (University of Pittsburgh), and Andrew Stephen (University of Oxford), and involving collaboration with companies including UPS, AbbVie, Vanguard, IHG, Colgate, and Adobe.

The project involves working at the intersection of marketing analytics and machine learning to develop a tool for predicting customer attrition and churn risk from textual data sources such as social media. This means leveraging the intelligent data abstraction capabilities of deep learning, but also improving the training of such models with psycholinguistic theory and practitioner expertise.