Performance Analysis of Data Balancing Methods for Churn Prediction

Aleksandrova Yanka () and Koleva Desislava ()
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Aleksandrova Yanka: University of Economics-Varna, Varna, Bulgaria
Koleva Desislava: University of Economics-Varna, Varna, Bulgaria

Proceedings of the International Conference on Business Excellence, 2025, vol. 19, issue 1, 944-957

Abstract: This study evaluates the influence of various data balancing techniques on the performance of machine learning models for churn prediction across multiple imbalanced datasets. The proposed approach consists of data preparation, application of data balancing techniques on the training data, model training with hyperparameter optimization using genetic algorithms and comparative performance evaluation of the trained models. Six balancing techniques are evaluated —Random Undersampling, Random Oversampling, SMOTE, SMOTEENN, KMeansSMOTE, and ADASYN. The machine learning algorithms chosen are ensembles, such as Random Forest, Gradient Boosting Machines and XGBoost. Results indicate that XGBoost consistently outperforms other models, particularly when used in combination with SMOTE and SMOTEENN, achieving the highest sensitivity, F1 score and overall performance. Random Forest also reveals excellent predictive capabilities, especially with regard to correctly classifying loyal customers. SMOTE and SMOTEENN, particularly in combination with XGBoost and GBM, stand out as the most effective data balancing techniques, significantly improving model sensitivity. SMOTE performs particularly well when used with XGBoost and GBM, while SMOTEENN improves Random Forest’s ability to detect churners. The findings highlight the importance of selecting the appropriate algorithm and balancing technique based on dataset characteristics, business requirements and objectives of customer retention strategies.

Keywords: churn prediction; machine learning; data balancing techniques; SMOTE; SMOTEENN; ensemble machine learning (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:19:y:2025:i:1:p:944-957:n:1012

DOI: 10.2478/picbe-2025-0074

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