全生命周期下K-means算法的电信客户价值分析
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摘要
文中研究了大数据背景下电信客户价值的分析问题。基于电信客户全生命周期管理思想,建立了电信客户当前价值模型和电信客户长期价值模型,确立了以电信客户分类为基础的客户价值分析策略。基于电信客户的当前价值模型和长期价值模型,采用K-means聚类算法对电信客户分类,进而依据分类结果对客户的价值作出评价。实例验证结果表明,文中给出的基于全生命周期思想和K-means聚类算法的电信客户价值分析方法是行之有效的。
This paper studies the telecom customer value analysis problems on the background of big data. Based on the idea of telecom customer life cycle,the telecom customer current value model and the telecom customer long period value model are established,meanwhile the customer value analysis strategy is determined by customer classification. Then the K-means cluster algorithm are used to classify the telecom customer,and the customer value is evaluated according to the result of classification. The results from practice show that the proposed method for analysis of telecom customer value is feasible and effective.
This paper studies the telecom customer value analysis problems on the background of big data. Based on the idea of telecom customer life cycle,the telecom customer current value model and the telecom customer long period value model are established,meanwhile the customer value analysis strategy is determined by customer classification. Then the K-means cluster algorithm are used to classify the telecom customer,and the customer value is evaluated according to the result of classification. The results from practice show that the proposed method for analysis of telecom customer value is feasible and effective.
引文
[1]李学龙,龚海刚.大数据系统综述[J].中国科学:信息科学,2015,4591(1):1-44.
[2]Hwang H,Jung T,Suh E. A LTV Model and Customer Segmen-tation Based on Customer Value:a Case Study on the Wireless Telecommunication Industry[J]. Expert Systems with Applications,2008,26.
[3]胡平,王晓鹏,陈竞波.电信客户生命周期价值模型和价值评价体系的关系研究[J].统计与决策,2010,4:56-58.
[4]左国才,杨金民. K-means算法在电信CRM客户分类中的应用[J].计算机系统应用,2010,19(2):155-159.
[5]褚格林.基于聚类模型的电信客户细分研究[J].统计与决策,2014,8:176-179.
[6]Hung S Y,Yen D C,Wang H Y. Applying data mining to telecom churn management[J]. Expert Systems with Applications,2006,31(3):515-524.
[7]黄友兰,何艳群.电信企业基于客户生命周期的CRM策略研究[J].改革与战略,2009,25(12):183-185.
[8]巢文涵,张小明.数据挖掘技术:应用于市场营销、销售与客户关系管[M].王芳译. 3版.北京:清华大学出版社,2013.
[9]Chinedu P Eu,Simeon O,Constance K. Application of K-Means Algorithm for Efficient Customer Segmentation:A Strategy for Targeted Customer Services[J]. International Journal of Advanced Research in Artificial Intelligence,2015,4(10):40-43.
[10]张良均,杨坦,肖刚,等. MATLAB数据分析与挖掘实战[M].北京:机械工业出版社,2015.
[2]Hwang H,Jung T,Suh E. A LTV Model and Customer Segmen-tation Based on Customer Value:a Case Study on the Wireless Telecommunication Industry[J]. Expert Systems with Applications,2008,26.
[3]胡平,王晓鹏,陈竞波.电信客户生命周期价值模型和价值评价体系的关系研究[J].统计与决策,2010,4:56-58.
[4]左国才,杨金民. K-means算法在电信CRM客户分类中的应用[J].计算机系统应用,2010,19(2):155-159.
[5]褚格林.基于聚类模型的电信客户细分研究[J].统计与决策,2014,8:176-179.
[6]Hung S Y,Yen D C,Wang H Y. Applying data mining to telecom churn management[J]. Expert Systems with Applications,2006,31(3):515-524.
[7]黄友兰,何艳群.电信企业基于客户生命周期的CRM策略研究[J].改革与战略,2009,25(12):183-185.
[8]巢文涵,张小明.数据挖掘技术:应用于市场营销、销售与客户关系管[M].王芳译. 3版.北京:清华大学出版社,2013.
[9]Chinedu P Eu,Simeon O,Constance K. Application of K-Means Algorithm for Efficient Customer Segmentation:A Strategy for Targeted Customer Services[J]. International Journal of Advanced Research in Artificial Intelligence,2015,4(10):40-43.
[10]张良均,杨坦,肖刚,等. MATLAB数据分析与挖掘实战[M].北京:机械工业出版社,2015.