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for receiving incoming calls. Others are addicted to their devices and cannot live
without them. Some treat them as electronic gadgets, while for others they are a
tool for their work.
Clearly this multitude of potential choices results in different usage patterns
and typologies. Once again the good news is that usage is recorded in detail: CDRs
(Call Detail Records) are stored, providing a detailed record of usage. They contain
information on all types of calls. When aggregated and appropriately processed,
they can provide valuable information for behavioral analysis.
All usage history should be stored in the organization's mining data mart
and MCIF, as described in the respective chapter of this topic. Information
on frequency and intensity of usage for each type of call (voice, SMS, MMS,
Internet connection, etc.) should be taken into account when trying to identify
the different patterns of behavior. In addition, information such as the day/time of
calls (work days versus non-work days, peak versus off-peak hours, etc.), roaming
usage, direction of calls (incoming versus outgoing), and origination/destination
network type (on-net, off-net, etc.) could also contribute to the formation of a rich
segmentation solution.
In this section we present a segmentation example from the mobile telephony
market. The marketers of a mobile telephony network operator decided to segment
their customers according to their behavior. They used all the available usage data
to reveal the natural groupings in their customer base. Their goal was to fully
understand their customers in order to:
• Develop tailored sales and marketing strategies for each segment.
• Identify distinct customer needs and behaviors and proceed to the development
of new products and services, targeting the diverse usage profiles of their
customers. This could directly lead to increased usage on behalf of existing
customers but might also attract new customers from the competition.
Moreover, the operator's marketers also decided to segment their customers
according to revenue and to distinguish high-value from medium- and low-value
customers. Their intention was to use this information to incorporate prioritization
strategies and handle each customer accordingly.
MOBILE TELEPHONY CORE SEGMENTS - SELECTING
THE SEGMENTATION POPULATION
Mobile telephony customers are typically categorized in core segments according
to their rate plans and the type of relationship with the operator. The first
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