Managing Mobile Market Users Based on the AARRR Model in the Age of Big Data

Qianling CHEN, Lan DU

Abstract


In this paper, our research is based on the theory of Customer Relationship Management and the data-management framework which are used by one of the Telecom Operator in China in the age of Big Data. By collecting the user behavior data of the Mobile Market and utilizing the AARRR model to do the data mining, we come to some conclusions about the characters of the lost user, the suggestions of the product improvement, how to improve the download-pay conversions, and so on. The result shows that it possesses instructional significance and referenced value for the mobile internet application operations management.


Keywords


Customer relationship management; User lifecycle; AARRR model; Data mining; Mobile internet application

Full Text:

PDF

References


Anderson, E. W., & Mittal, V. (2000). Strengthening the satisfaction-profit chain. Journal of Service Research, 3(2), 107-120.

Berry, M., & Linoff, G. S. (2004). Data mining techniques for marketing, sales, and customer relationship management. Indianapolis, Indiana: Wiley Publishing.

Bolton, R. N., Lemon, K. N., & Bramlett, M. D. (2006). The effect of service experiences over time on a supplier’s retention of business customers. Management Science, 52(12), 1811-1823.

Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An experimental study of the relationship between online engagement and advertising effectiveness. Journal of Interactive Marketing, 23(4), 321-331.

Chan, H. K., Wang, X., Lacka, E., & Zhang, M. (2016). A mixed-method approach to extracting the value of social media data. Production and Operations Management Advance online publication. DOI: 10.1111/poms.12390

Clark, M., & Smith, B. (2003). Building the foundations for effective CRM. Management Focus, 20, 15-17.

Cornet, E., Katz, R., Molloy, R., Schädler, J., Sharma, D., & Tipping, A. (2000). Customer solutions: From pilots to profits (pp.1-15). New York.

Davies, A. (2004). Moving base into high-value integrated solutions: A value stream approach. Industrial and Corporate Change, 13(5), 727-756.

Dwyer, F. R., Schurr, P. H., & Sejo, O. (1987). Developing Buyer-Seller Relationships. The Journal of Marketing: 51(2), 11-27.

Edelman, D. C., & Singer, M. (2015). Competing on Customer Journeys. Harvard Business Review, 88-100.

Galbraith, J. R. (2002). Organizing to deliver solutions. Organizational Dynamics, 31(2), 194-207.

Gounaris, S. P. (2005). Trust and commitment influences on customer retention: Insights from business-to-business services. Journal of Business Research, 58(2), 126-140.

Granovetter, M. S. (1973). The strength of weak ties. American Journal of Sociology, 78(6), 1360-1380.

Gummesson, E. (2002). Relationship marketing and a new economy: It’s timefor de-programming. Journal of Services Marketing, 16(7), 585-589.

Haleblian, J., Devers, C. E., McNamara, G., Carpenter, M. A., & Davison, R. B. (2009). Taking stock of what we know about mergers and acquisitions: A review and research agenda. Journal of Management, 35, 469-502.

Harvard Business Review. (2015) Boosting demand in the “experience economy”. Retrieved 2015, January 20 from http://hbr.org/2015/01/boosting-demand-in-the-experience-economy

Heinonen, K., Strandvik, T., Mickelsson, J., Edvardsson, B., Sundström, E., & Andersson, P. (2010). A customer-dominant logic of service. Journal of Service Management, 21(4), 531-548.

Injazz, D., & Karen, P. (2004). Understanding customer relationship management (CRM). People, process and technology. Retrieved from http://www.emeraldinsight.com/1463-7154.htm

Ives, B., & Leamonth, G. P. (1984). The Information system as a competitive weapon. Communications of the ACM, 27(12), 1193-1201.

Johnstone, S., Dainty, A., & Wilkinson, A. (2009). Integrating products and services through life: An aerospace experience. International Journal of Operations & Production Management, 29(5), 520-538.

Kirby, J. (2001). CRM program management: the art of change. In: Presentations of the Conference on Making the Vision a Reality, Gartner Group, Paris, France.

LaPlaca, P. J. (2004). Letter from the editor: Special issue on customer relationship management. Industrial Marketing Management, 33(6), 463-464.

Light, B. (2001). A review of the issues associated with customer relationship management systems (pp.1232-1241). In: Proc. Ninth European Conference on Information Systems - ECIS 2001, Association for Information Systems, Bled, Slovenia.

McClure, D. (2007). Startup metrics for pirates. Retrieved from http://500hats.typepad.com/500blogs/2007/09/startup-metrics.html

Prahalad, C. K., & Ramaswamy, V. (2000). Co-opting customer competence. Harvard Business Review, 79-87.

Reinartz, W., Krafft, M., & Hoyer, W. D. (2004). The customer relationship management process: Its measurement and impact on performance. Journal of Marketing Research, XLI, 293-305.

Ricardo, C. (2006). Methodology for customer relationship management. The Journal of Systems and Software, 79, 1015-1024.

Richards, K. A., & Jones, E. (2008). Customer relationship management: Finding value drivers. Industrial Marketing Management, 37, 120-130.

Rigby, D. K., & Ledingham, D. (2004). CRM done right. Harvard Business Review, 82(11), 118-129.

Ryals, L., & Knox, S. (2001). Cross-functional issues in the implementation of relationship marketing through customer relationship management. European Management Journal, 19(5), 534-542.

Scott, D. (2001). Understanding Organizational Evolution: Its impact on management and performance. Quorum Books.

Tsai, C.-F., Hu, Y.-H., & Lu, Y.-H. (2015). Customer segmentation issues and strategies for an automobile dealership with two clustering techniques. Expert Systems, 32(1).

Windahl, C., Andersson, P., Berggren, C., & Nehler, C. (2004). Manufacturing firms and integrated solutions: Characteristics and implications. European Journal of Innovation Management, 7(3), 218-228.

Wise, R., & Baumgartner, P. (1999). Go downstream the new profit imperative in manufacturing. Harvard Business Review, 133-142.

Zhao, Z. Z., & Balague′, C. (2015). Designing branded mobile apps: Fundamentals and recommendations. Business Horizons, 58, 305-315.




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

Refbacks

  • There are currently no refbacks.


Copyright (c) 2016 Management Science and Engineering



Share us to:   

Reminder

  • We are currently accepting submissions via email only.

    The registration and online submission functions have been disabled.

    Please send your manuscripts to mse@cscanada.net，or mse@cscanada.org  for consideration.

    We look forward to receiving your work.

 


We only use three mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases:
caooc@hotmail.com; mse@cscanada.net; mse@cscanada.org

 Articles published in Management Science and Engineering are licensed under Creative Commons Attribution 4.0 (CC-BY).

 MANAGEMENT SCIENCE AND ENGINEERING Editorial Office

Address:1055 Rue Lucien-L'Allier, Unit #772, Montreal, QC H3G 3C4, Canada.

Telephone: 1-514-558 6138
Http://www.cscanada.net Http://www.cscanada.org

Copyright © 2010 Canadian Research & Development Centre of Sciences and Cultures