“…Note that churn prediction is just one of the applications of data mining for 0957-4174/$ -see front matter Ó 2010 Elsevier Ltd. All rights reserved. doi:10.1016/j.eswa.2010.08.023 marketing, others include customer lifetime value prediction (Glady, Baesens, & Croux, 2009), frequent itemset mining (Agrawal & Srikant, 1994) and sales forecasting (Thomassey & Happiette, 2007).…”