You are building a churn prediction model for a spa membership business with recurring visits, package purchases, and appointment activity across digital and in-person channels. The marketing team wants to identify customers who are likely to stop engaging soon so they can trigger retention campaigns in Asana Spa’s CRM and lifecycle marketing workflows.
How would you approach predictive modeling for customer churn in this setting, including how you would frame the target, choose a model, engineer features, and evaluate whether the model is useful enough to deploy for retention outreach?