Minimising the overall misclassifiactio rate of a prediction model is not the sa me as maximising profits of a retention campaign In-Sample estimation

and out of sample evaluation! Top Decile of Ranking? (or) Expected Life Time value of a customer Then average positive response rate to the retention action , then evaluate target si ze that would lead to highest profits. Things that matter - Value of a customer - Churn propensithy of the customer - Customers reaction to retnetion campaign - Cost of the campaign