Imagine that you are a marketing executive at a major telecommunication company that has been facing the issue of increased customer churn recently. You are using traditional analytical methods with financial and location data to construct a predictive model for customer churn. However, you want to leverage memo data that has been obtained from the customer contact center and local sells stores. You also believe that the Web blogs and posts contain very important information that you could use to attack customer churn. Examining the unstructured data and the structured data together may provide more insight on why customers want to leave one company and join another company.
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