Due to fierce competition and the growing range of free press, the online press subscription model has come under heavy pressure. In addition to new subscriber recruitment, churn - or attrition - is a closely monitored indicator. Preventing the potential loss of a customer is a crucial business challenge for a marketing department.

As part of an attrition study, the goal was to determine signals indicating that customers are about to cancel their subscription and to detect trends in subscriber behaviour. To conduct the study, we produced modelling based on the client's CRM and behavioural data (browsing data from the DMP) over a period of several months. We were able to give the client an in-depth description of these subscribers' behaviour, determine the at-risk populations and identify the most distinguishing attrition factors.