Brand Switching Pattern Discovery by Data Mining Techniques for the Telecommunication Industry in Australia

Australasian Journal of Information Systems

Steven D’Alessandro¹  Michael Furner³  Leanne Carter⁵  Md Zahidul Islam⁴  Lester Johnson²  David Gray⁶ 

[1] School of Management and Marketing, Charles Sturt University, Bathurst, NSW 2795, Australia.;Department of Management and Marketing, Swinburne University of Technology, Hawthorn, VIC 3122, Australia.;School of Computing and Mathematics, Charles Sturt University, Bathurst, NSW 2795, Australia.;Charles Stuart University;Senior Lecturer, Department of Marketing and Management, Macquarie University, NSW 219, Australia.;Department of Marketing and Management, Macquarie University, NSW 219, Australia.

关键词: decision tree;    decision forest;    ensemble of decision trees;    data mining;    brand switching;    switching behaviour;   

DOI  :  10.3127/ajis.v20i0.1420

学科分类：计算机科学（综合）

来源: University of Canberra * Faculty of Information Sciences and Engineering

【 摘 要 】

There is more than one mobile-phone subscription per member of the Australian population. The number of complaints against the mobile-phone-service providers is also high. Therefore, the mobile service providers are facing a huge challenge in retaining their customers. There are a number of existing models to analyse customer behaviour and switching patterns. A number of switching models may also exist within a large market. These models are often not useful due to the heterogeneous nature of the market. Therefore, in this study we use data mining techniques to let the data talk to help us discover switching patterns without requiring us to use any models and domain knowledge. We use a variety of decision tree and decision forest techniques on a real mobile-phone-usage dataset in order to demonstrate the effectiveness of data mining techniques in knowledge discovery. We report many interesting patterns, and discuss them from a brand-switching and marketing perspective, through which they are found to be very sensible and interesting.

【 授权许可】

Unknown