A customer segmentation framework for targeted marketing in telecommunication

Publication Type:
Conference Proceeding
Proceedings of the 2017 12th International Conference on Intelligent Systems and Knowledge Engineering, ISKE 2017, 2017, 2018-January pp. 1 - 6
Issue Date:
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© 2017 IEEE. Telecommunication industry is highly competitive, and mass marketing is not applicable anymore. Moreover, Mobile customers have different behaviors that urge telecom industries to differentiate their strategies to meet customers' needs. At the same time, mobile operators have an enormous amount of customer records, and data-driven approaches can help them to draw insights from this huge amount of data. Therefore, a data-driven segmentation approach can support marketing strategies to tailor their marketing plans. In this research, we adopt behavior and beneficial segmentation in a two-dimensional framework to segment customers. The results indicate that our method has an outstanding performance for customer segmentation. Moreover, we have recommended some marketing strategies based on each segment's behavior with the aim of increasing in Average Revenue Per User (ARPU) and decreasing in marketing expenses.
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