<p>The client distributes its products through a multi-level marketing model. They hire independent sales consultants that connect with potential preferred customers (PCs) via social media or in-person meetings. The PCs eventually buy and resell the products to the end customers. They play a vital role in pushing sales and they place a certain amount of order every 60 days, which forms a major part of the client’s sales.</p> <p>If, for any reason, these PCs start becoming inactive, it can result in a huge business loss for the client. The inactive PCs also impact the consultants’ commissions and jobs, causing more harm to the client’s entire sales network. The client wanted to develop a model that can classify PCs into segments based on their engagement levels. It wanted to target these segments with personalized emails to retain the churning PCs by offering them exciting deals.</p>