Διαδικτυακή κατηγοριοποίηση και διαχείριση πελατών μιας εταιρείας κινητής τηλεφωνίας με βάση τη χρήση τους στις υπηρεσίες της
Αθανασοπούλου, Ευδοξία Κ.
SubjectCustomer relations -- Management ; Εξόρυξη δεδομένων ; Κινητή τηλεφωνία -- Ελλάδα ; Βάσεις δεδομένων -- Διαχείριση
This research will apply a data mining algorithm in order to segment customers into clusters based on their usage patterns concerning the basic mobile services including voice and sms as well as community characteristics. Having these components, the managers can decide which marketing actions to take for each segment. The purpose of the analysis is to create a CRM application where each customer will be given a choice of specific offers based on the analysis of the cluster in which he belongs. The algorithm applied is suitable for huge data bases and has proved to provide trustworthy results. To support the company’s needs, a web based application was designed where existing customers can specify their mobile number in order to view the offers that fit their profile and choose the one that they prefer. All offers and data are saved in a database, in order to make it easier for the company to monitor their results and dynamically alter marketing strategies and campaigns to improve its relationships with customers and increase its profitability.