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Improve Retention by using ML/AI: what to do and what not to do
Improve Retention by using ML/AI: what to do and what not to do

Retention is a key metric for many products. That’s why teams that start implementing AI/ML in their products want to know how these technologies can help to better retain users.

One of the most common ways to use AI/ML for improving retention is predicting user churn. By identifying users who are highly likely to leave, we can offer them discounts, bonuses, and other perks to keep them engaged with the product.

However, in reality, such projects rarely bring value to the business. Often, teams train a model that accurately predicts user churn, but they can’t prevent churn or retention-focused efforts are not financially viable.

In this article, we will discuss an alternative approach to improving retention using AI/ML that makes more efficient use of your budget — uplift modeling.

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