Segmentation Applications in Telecommunications - Data Mining Techniques in CRM: Inside Customer Segmentation - page 295

Table 7.1 Mobile telephony usage aspects that could be examined
in behavioral segmentation.

• Voice
•SMS
• MMS
• Internet
•WAP
•

Core service type

Number of calls

...

• Incoming
• Outgoing

Call direction

Minutes/traffic

• On-net
• Competitor A, B, C ...

Type of origination/
destination network

•Fixed
• International
•Roaming

•Peak
• Off-peak

Call hour

Community

• Work
• Non-work

Call day

index that denotes the revenue minus the costs of products/services, for building
the value segments.
Both implementations included a phase of extensive profiling of the revealed
segments. All available information was used in this phase, including demographic
data and contract information details.
The analysis was based on data from the last six months, a time frame that
generally ensures the capturing of stable, non-volatile behavioral patterns instead
of random or outdated ones. Summarizing fields (sums, counts, percentages,
averages, etc.) covering the six-month period under study were used as clustering
fields for the behavioral segmentation. For the same reasons, the MARPU six-
month average was used for the value-based segmentation, instead of one month's
profitability data.
Table 7.2 summarizes the setup for the two segmentation implementations.
The list of input fields is presented in the next section.

SEGMENTATION FIELDS

The list of candidate inputs for behavioral segmentation initially included all
usage fields contained in the mining data mart and the MCIF. In a later stage