WHO WATCHES WHAT ON CABLE TV?
In April, 2001, Cox Associates personnel finished a study of cable company billing records and service records. This study revealed that customers who are most and least likely to add new services (e.g., upgrade from basic to extended basic service, or upgrade to digital service) and those who are most likely to churn can be predicted with useful accuracy from data contained in recent billing records. Prediction rules were created and their performance was evaluated by the cable company, which concluded that they work well.
