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\u043f\u0440\u043e\u0432\u0435\u0434\u0435\u043d\u0438\u044f \u0440\u0435\u0430\u043d\u0438\u043c\u0430\u0446\u0438\u043e\u043d\u043d\u044b\u0445 \u043a\u0430\u043c\u043f\u0430\u043d\u0438\u0439 \u043f\u0438 \u043f\u043e\u0434\u0434\u0435\u0440\u0436\u043a\u0435 \u0418\u0418-\u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0438\u044f\u043c\u0438. \u0412\u044b\u044f\u0432\u043b\u044f\u0435\u0442\u0441\u044f \u043d\u0435\u043e\u0431\u0445\u043e\u0434\u0438\u043c\u043e\u0441\u0442\u044c \u043f\u0435\u0440\u0435\u0445\u043e\u0434\u0430 \u043e\u0442 \u0444\u0440\u0430\u0433\u043c\u0435\u043d\u0442\u0430\u0440\u043d\u044b\u0445 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u044b\u0445 \u0432\u043e\u0437\u0434\u0435\u0439\u0441\u0442\u0432\u0438\u0439 \u043a \u0441\u0438\u0441\u0442\u0435\u043c\u043d\u043e\u043c\u0443 \u0438 \u0446\u0435\u043d\u043d\u043e\u0441\u0442\u043d\u043e-\u043e\u0440\u0438\u0435\u043d\u0442\u0438\u0440\u043e\u0432\u0430\u043d\u043d\u043e\u043c\u0443 \u0443\u0434\u0435\u0440\u0436\u0430\u043d\u0438\u044e.<\/jats:p>\n                                                                                            <jats:p>The article explores strategies and technologies for customer retention in the context of digital transformation of marketing. It examines the essence of the retention process, its economic justification, and feasibility in comparison with the cost of acquiring new customers. It is noted that retention is generally more cost-effective than reactivation campaigns. Nevertheless, reanimation campaigns remain necessary for bringing back lost customers, offering an additional opportunity to improve customer relations. The study substantiates the reasons and factors under which retention and reanimation tasks become most relevant. At the intersection of current concepts of reactivation, special attention is given to the use of artificial intelligence technologies for predicting customer churn, estimating return probability, and determining personalized intervention strategies. The article outlines methods for segmenting and analysing the customer base using clustering and scoring, and presents an AI-supported algorithm for implementing reanimation campaigns. The need for a shift from fragmented marketing actions to systemic and value-oriented retention approaches is emphasized.<\/jats:p>","DOI":"10.47576\/2949-1878.2025.9.9.024","type":"journal-article","created":{"date-parts":[[2025,9,24]],"date-time":"2025-09-24T15:44:06Z","timestamp":1758728646000},"page":"172-179","source":"Crossref","is-referenced-by-count":0,"title":["\u0423\u0434\u0435\u0440\u0436\u0430\u043d\u0438\u0435 \u043a\u043b\u0438\u0435\u043d\u0442\u043e\u0432 \u0441 \u043f\u0440\u0438\u043c\u0435\u043d\u0435\u043d\u0438\u0435\u043c \u0418\u0418-\u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0438\u0439 (\u043d\u0430 \u043f\u0440\u0438\u043c\u0435\u0440\u0435 \u0430\u043b\u0433\u043e\u0440\u0438\u0442\u043c\u0438\u0447\u0435\u0441\u043a\u043e\u0433\u043e \u043f\u0440\u043e\u0433\u043d\u043e\u0437\u0438\u0440\u043e\u0432\u0430\u043d\u0438\u044f \u0438 \u0440\u0435\u0430\u043d\u0438\u043c\u0430\u0446\u0438\u043e\u043d\u043d\u044b\u0445 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