Data Mining to Understand Customer Behaviour in Usage of Mobile Applications Services

Haoxiang CHEN, Qianling CHEN, Qianyi CHEN

Abstract


Customer usage data produced by mobile applications and mobile phones contain valuable knowledge about users and market. Such knowledge can help companies to conduct customer acquisition. Using customer personal data exacted from both mobile applications and telecoms operator, this study tries to investigate the features of the valuable potential customer by using the integrated data mining methods. The findings will help the developer to identify the value of different groups and target worthy potential customers. Such knowledge will also enable developers to offer personalized promotions and marketing information to potential customers. The mobile application using behaviour and mobile-service performance data also helps the developer of the mobile application and telecoms operator to utilize each other’s resource to extend their customer base. The approach balances complexity with ease of use and thus facilitates the developer to make use of user usage behaviour data to improve marketing decisions.

Keywords


Value co-creation; Mobile application; Mobile services; Marketing decisions; Service innovation

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References


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DOI: http://dx.doi.org/10.3968/10068

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