Analysis of Demography, Psychograph and Behavioral Aspects of Telecom Customers Using Predictive Analytics to Increase Voice Package Sales

IF 0.9 Q4 COMPUTER SCIENCE, INFORMATION SYSTEMS
Billy Goenandar, Maya Ariyanti
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引用次数: 0

Abstract

In 2018, Telkomsel's core business shifted its main services from Telephone and SMS services to Data and Digital services, since a declining trend of revenue starting 2014. However, telephone service still contributed 28.4% to the revenue and was the second largest, while SMS gave 4.1%. This research predicts voice package buyers using predictive analytics to identify customer profiles and significant variables to form appropriate target customer segmentation. Logistic regression was used to predict customers who would buy voice packages using 15 input variables. Next, analytics was done by dividing the data into 70% training data sets and 30% testing data obtained from customer voice package user data. The model accuracy gained 97.2%, and the top seven significant variables were formed. Then five clusters of customer segmentation were formed based on top significant variables using the K-Means clustering technique. Based on the results of the prediction model and clustering, behavioral targeting was conducted to provide targeted gimmick products based on five segmentations formed, and then it was divided into two main target customers by considering the similarity of behaviors based on revenue voice, minutes of voice usage, voice transactions, day of voice usage and data payload, thus it was more targeted.
使用预测分析增加话音包销售的电信客户人口统计、心理和行为分析
2018年,Telkomsel的核心业务将其主要服务从电话和短信服务转移到数据和数字服务,因为从2014年开始收入呈下降趋势。然而,电话服务仍然贡献了28.4%的收入,位居第二,而短信则贡献了4.1%。本研究预测语音包购买者使用预测分析来识别客户概况和重要变量,以形成适当的目标客户细分。使用15个输入变量,使用逻辑回归预测购买语音包的客户。接下来,通过将数据分为70%的训练数据集和30%的测试数据,从客户语音包用户数据中获得数据进行分析。模型准确率提高了97.2%,形成了前7个显著变量。然后利用k -均值聚类技术,基于最显著变量形成5个客户细分聚类。在预测模型和聚类结果的基础上,根据形成的五个细分进行行为定位,提供针对性的噱头产品,然后根据收入语音、语音使用分钟数、语音交易、语音使用天数和数据负载的行为相似性,将其划分为两个主要目标客户,更具针对性。
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来源期刊
Journal of Computer Security
Journal of Computer Security COMPUTER SCIENCE, INFORMATION SYSTEMS-
CiteScore
1.70
自引率
0.00%
发文量
35
期刊介绍: The Journal of Computer Security presents research and development results of lasting significance in the theory, design, implementation, analysis, and application of secure computer systems and networks. It will also provide a forum for ideas about the meaning and implications of security and privacy, particularly those with important consequences for the technical community. The Journal provides an opportunity to publish articles of greater depth and length than is possible in the proceedings of various existing conferences, while addressing an audience of researchers in computer security who can be assumed to have a more specialized background than the readership of other archival publications.
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