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Analysis of Call Records using Business Intelligence Tools to Support Marketing Decisions: A Case Study of a Telecommunication Company

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dc.contributor.advisor Esichaikul, Vatcharaporn
dc.contributor.author Latt, Phyo Thinzar
dc.contributor.other Guha, Sumanta
dc.contributor.other Anutariya, Chutiporn
dc.date.accessioned 2015-05-13T18:01:32Z
dc.date.available 2015-05-13T18:01:32Z
dc.date.issued 2015-05-12
dc.identifier.other AIT
dc.identifier.uri http://www.cs.ait.ac.th/xmlui/handle/123456789/791
dc.description 44 p. en_US
dc.description.abstract Telecommunication industry is one of the most competitive industry. To obtain the competitive advantages, knowing about customers and competitors are most important for telecom service providers. Therefore, they apply business intelligence system which provide customer care. This research study implements the application for customer clustering analysis to segment the group of customer according to their daily usage of communication supported by telecom operator. Firstly, the data mart is developed to store call detail records generated from several exchanges and to prepare the accurate data for customer segmentation. Second, a multidimensional cube is created to perform data exploratory analysis, then R Studio is used as data mining tools to segment the subscribers for marketing department to decide which action to apply on each segment for customer care such as customer retention. Moreover, customer segmentation is intended to find out how the customers are composed and help the marketing department make more suitable marketing plans and policy according to different segments with different customer characteristics. In this research, the customer segmentation is only based on usage call behavior, i.e. the behavior of a customer measured on the number of calls including local and long distance calls, duration and charges. It is possible to perform customer lifetime value analysis, loyalty analysis and profitability analysis if the relevant data can be acquired in the future. en_US
dc.description.sponsorship Ministry of Foreign Affairs, Norway en_US
dc.publisher AIT en_US
dc.subject Business Intelligence, OLAP, Data Mining , Customer Segmentation en_US
dc.title Analysis of Call Records using Business Intelligence Tools to Support Marketing Decisions: A Case Study of a Telecommunication Company en_US
dc.type Research report en_US


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