Manuscript Number : GISRRJ236414

Modeling Customer Retention Probability Using Integrated CRM and Email Analytics

Authors(5) :-Omolola Temitope Kufile, Bisayo Oluwatosin Otokiti, Abiodun Yusuf Onifade, Bisi Ogunwale, Chinelo Harriet Okolo

Understanding and predicting customer retention has become a critical competitive differentiator in modern business strategy. As organizations strive to maximize customer lifetime value and minimize churn, integrating Customer Relationship Management (CRM) data with email marketing analytics offers a robust foundation for predictive modeling. This paper proposes a comprehensive probabilistic framework that utilizes logistic regression, machine learning classification models, and behavioral segmentation to forecast customer retention probabilities. Through the fusion of CRM interaction logs and email campaign engagement metrics such as open rates, click-through rates, and email recency/frequency the study provides a scalable solution for retention-focused targeting. The model’s predictive performance is validated through application across three industry datasets, revealing significant gains in retention forecasting accuracy and actionable segmentation. Moreover, the framework underscores the interpretability of model outputs, enabling marketing and CRM professionals to design adaptive outreach strategies. The findings suggest that retention probability modeling using integrated data streams enhances organizational capability to engage proactively and profitably with at-risk customer segments.

Authors and Affiliations

Omolola Temitope Kufile
Amazon Advertising, United States
Bisayo Oluwatosin Otokiti
Department of Business and Entrepreneurship, Kwara State University, Nigeria
Abiodun Yusuf Onifade
Independent Researcher, California, USA
Bisi Ogunwale
Independent Researcher, Canada
Chinelo Harriet Okolo
First Security Discount House (FSDH), Marina, Lagos state, Nigeria

Customer retention, CRM analytics, email metrics, churn modeling, predictive marketing, machine learning

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Publication Details

Published in : Volume 6 | Issue 4 | July-August 2023
Date of Publication : 2023-07-15
License:  This work is licensed under a Creative Commons Attribution 4.0 International License.
Page(s) : 78-100
Manuscript Number : GISRRJ236414
Publisher : Technoscience Academy

ISSN : 2582-0095

Cite This Article :

Omolola Temitope Kufile, Bisayo Oluwatosin Otokiti, Abiodun Yusuf Onifade, Bisi Ogunwale, Chinelo Harriet Okolo, "Modeling Customer Retention Probability Using Integrated CRM and Email Analytics ", Gyanshauryam, International Scientific Refereed Research Journal (GISRRJ), ISSN : 2582-0095, Volume 6, Issue 4, pp.78-100, July-August.2023
URL : https://gisrrj.com/GISRRJ236414

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