Evaluating Churn Model in CRM: A Case Study in Telecom
學年 100
學期 1
出版（發表）日期 2011-11-01
作品名稱 Evaluating Churn Model in CRM: A Case Study in Telecom
作品名稱（其他語言）
著者 Lin, Shun-Chieh; Tung, Chun-Ho; Jan, Nien-Yi; Chiang, Ding-An
單位 淡江大學資訊工程學系
出版者 Gyeongju-si: Advanced Institute of Convergence I T
著錄名稱、卷期、頁數 Journal of Convergence Information Technology 6(11), pp.192-200
摘要 Global competition has raised the cost of acquiring new customers, making it imperative to determine which customers are likely to churn. Although many researchers proposed many different techniques to construct good churn models, none of them focus on evaluating models effectiveness for real marketing activities and the verification process in real case. In this paper, we proposed three measurements to evaluate churn models in telecom industry. We propose modification measure, effectiveness measure, and cost benefits analysis to aid in evaluating the execution effectiveness for adjusting the data mining models or redesign marketing activities. An experimental architecture on telecom churn management application in real world is designed to evaluate the effectiveness of the discovered churn models. Not only the data mining models but also the retention activities influence the results of the churn management. The proposed experimental architecture can be a pilot project for real application in any CRM system. For those models which need be adjusted, the solution of models or marketing activity according to the effectiveness measures. In the future, we will focus integrating more domain knowledge, business considerations, and mining models into this system and solve the critical problems is customer relationship management in real business applications.
關鍵字 churn management; data mining; customer retention
語言 en
ISSN 1975-9320; 2233-9299
期刊性質 國外
收錄於 EI
產學合作
通訊作者 Lin, Shun-Chieh; Tung, Chun-Ho; Jan, Nien-Yi; Chiang, Ding-An
審稿制度 是
國別 KOR
公開徵稿
出版型式 紙本
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/89142 )

機構典藏連結