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Topic · Marketing

Customer churn and segmentation

Customer churn and segmentation is a research topic within Marketing. Science Explorer counts 11k research works in it since 1951. 15.7% of them reached the world's top 10% most cited for their field and year.

This cluster of papers focuses on customer equity management and prediction, utilizing data mining, machine learning, and segmentation techniques to understand customer churn, lifetime value, and profitability. It explores the impact of marketing strategies on customer retention and financial performance in various industries, particularly in telecommunications.

  • Customer Equity
  • Churn Prediction
  • Data Mining
  • Customer Lifetime Value
  • Marketing Strategy
  • Segmentation
  • Machine Learning
  • Telecommunications
  • Customer Retention
  • Financial Performance
Research works
11k
fractional, since 1951
In the world top 10%
1.7k
per year above
Top-10% rate
15.7%
share of its works in the world top 10%
Growth, 2013–17 → 2018–22
+45%
the tick is no change

Which countries lead Customer churn and segmentation research?

By volume, India and Indonesia publish the most (804 and 610 works in 2022–2025).

By volume, 2022–2025

  1. 1 India 804 works
  2. 2 Indonesia 610 works
  3. 3 China 533 works
  4. 4 United States 356 works
  5. 5 Türkiye 81 works
  6. 6 Malaysia 79 works
  7. 7 ?? 71 works
  8. 8 United Kingdom 70 works
  9. 9 Germany 65 works
  10. 10 Iran 53 works

How concentrated that is

The same countries as shares of everything the list above accounts for. A node where two countries do two thirds of the work and one spread evenly across twelve read alike as a ranking and not at all alike here.

India: 29.5%Indonesia: 22.4%China: 19.6%United States: 13.1%6 others listed: 15.4%30%largest
India804 · 29.5%Indonesia610 · 22.4%China533 · 19.6%United States356 · 13.1%6 others listed420 · 15.4%

Shares of the rows listed above, not of the whole node.

Which institutions lead Customer churn and segmentation research?

By volume in 2022–2025, Binus University publishes the most Customer churn and segmentation research, followed by Telkom University and Saveetha University.

By volume, 2022–2025

  1. 1 Binus UniversityIndonesia 52 works
  2. 2 Telkom UniversityIndonesia 33 works
  3. 3 Saveetha UniversityIndia 28 works
  4. 4 Chandigarh UniversityIndia 26 works
  5. 5 SRM Institute of Science and TechnologyIndia 25 works
  6. 6 Symbiosis International UniversityIndia 20 works
  7. 7 Amrita Vishwa VidyapeethamIndia 20 works
  8. 8 Vellore Institute of Technology UniversityIndia 20 works
  9. 9 Koneru Lakshmaiah Education FoundationIndia 17 works
  10. 10 Sepuluh Nopember Institute of TechnologyIndonesia 15 works

Where is Customer churn and segmentation research done?

The largest centres of Customer churn and segmentation research in 2022–2025 are Jakarta (Indonesia), Chennai (India), Beijing (China) and Bandung (Indonesia). Among places with at least 20 works in it, it is an unusually large share of all research in Vijayawada, Greater Noida and Mohali.

Largest cities, 2022–2025

  1. 1 Jakarta Indonesia 128 works
  2. 2 Chennai India 112 works
  3. 3 Beijing China 86 works
  4. 4 Bandung Indonesia 77 works
  5. 5 Bengaluru India 56 works
  6. 6 Pune India 50 works
  7. 7 Surabaya Indonesia 45 works
  8. 8 Istanbul Türkiye 44 works
  9. 9 Coimbatore India 39 works
  10. 10 Medan Indonesia 38 works

Where it is the local speciality

  1. VijayawadaIN · 20.2 works12×
  2. Greater NoidaIN · 25.3 works11×
  3. MohaliIN · 26.3 works11×
← less than its size predicts1×more →

Location quotient: how much more of its research is in Customer churn and segmentation than the world average.

See Customer churn and segmentation on the map

Where is the best place to study Customer churn and segmentation?

Among universities, judged by research, Amrita Vishwa Vidyapeetham, Telkom University and Symbiosis International University score highest, combining excellence, specialisation, size, growth and international reach. Research strength is one signal when choosing where to study; it does not measure teaching.

0%10%20%30%mean 15.11%fractional works in this node (log) →share in the world top 10% →Amrita Vishwa Vidyapeetham: 20, 23.2%Telkom University: 33, 9.4%Symbiosis International University: 20, 18.5%Amity University: 11, 19.2%Christ University: 14, 18.2%Chitkara University: 11, 26.0%Chandigarh University: 26, 9.9%Saveetha University: 28, 11.5%Binus University: 52, 3.2%Koneru Lakshmaiah Education Foundation: 17, 12.0%Amrita Vishwa Vidyap…Amity UniversitySymbiosis Internatio…Telkom University
above the meannear itbelow it

One dot per university in the table below. The upper left is the interesting corner: small places doing unusually strong work.

#UniversityScoreTop 10%SpecialisationWorksGrowth
1 Amrita Vishwa VidyapeethamIndia 69.923.2%10.7×20 —
2 Telkom UniversityIndonesia 66.99.4%17.8×33 +792.9%
3 Symbiosis International UniversityIndia 66.618.5%17.2×20 +89.8%
4 Amity UniversityIndia 61.219.2%11.9×11 —
5 Christ UniversityIndia 60.518.2%11.4×14 —
6 Chitkara UniversityIndia 59.926.0%7.7×11 —
7 Chandigarh UniversityIndia 58.09.9%13.3×26 —
8 Saveetha UniversityIndia 57.011.5%8.3×28 —
9 Binus UniversityIndonesia 56.83.2%26.7×52 +83.3%
10 Koneru Lakshmaiah Education FoundationIndia 56.412.0%17.2×17 —

Universities only. Score blends excellence (30%), specialisation (25%), size (20%), growth (15%) and international reach (10%), 2015–2022; growth compares 2010–14 with 2015–19.

Is Customer churn and segmentation research growing?

Output in 2018–2022 was 45% higher than in 2013–2017, peaking in 2025. The fastest-growing topics are Customer churn and segmentation.

19801990200020102020
grewheldshrank

The same series as a ribbon — one cell per year, darker for more. The line above answers how much; this answers when.

Which topics inside it are moving

Growth and decline on one axis around a shared zero. Two lists side by side hide the thing that matters: whether the growth dwarfs the decline, or the other way round.