Retention marketing is about preventing your valuable customers from churning. Reducing customer churn requires you to know two things: 1) which customers are about to churn and 2) which remedies will keep them from churning. In this paper, I show you how marketers can improve their customer retention efforts by 1) integrating disparate data silos and 2) employing machine learning predictive analytics. Your marketing strategy is only as good as your ability to deliver measurable results. In our world of Big Data, marketers no longer need to simply rely on their gut instincts to make marketing decisions.