Segmentation Applications in Telecommunications - Data Mining Techniques in CRM: Inside Customer Segmentation - page 297

Table 7.3 Mobile telephony segmentation fields.

Field name Description

Fields for value-based segmentation:

MARPU Monthly average of MARPU value index

Clustering fields for behavioral segmentation:

Community:

OUT_COMMUNITY_TOTAL Total outgoing community: monthly average of distinct phone

numbers that the holder called (includes all call types)

OUT_COMMUNITY_VOICE Outgoing voice community

OUT_COMMUNITY_SMS Outgoing SMS community

PRC_OUT_COMMUNITY_VOICE Percentage of outgoing voice community:

outgoing voice community as a percentage of total outgoing
community

PRC_OUT_COMMUNITY_SMS Percentage of outgoing SMS community

IN_COMMUNITY_VOICE Incoming voice community

IN_COMMUNITY_SMS Incoming SMS community

IN_COMMUNITY_TOTAL Total incoming community

PRC_IN_COMMUNITY_VOICE Percentage of incoming voice community

PRC_IN_COMMUNITY_SMS Percentage of incoming SMS community

Number of calls by call type:

VOICE_OUT_CALLS Monthly average of outgoing voice calls

VOICE_IN_CALLS Monthly average of incoming voice calls

SMS_OUT_CALLS Monthly average of outgoing SMS calls

SMS_IN_CALLS Monthly average of incoming SMS calls

MMS_OUT_CALLS Monthly average of outgoing MMS calls

EVENTS_CALLS Monthly average of event calls

INTERNET_CALLS Monthly average of Internet calls

TOTAL_OUT_CALLS Monthly average of outgoing calls (includes all call types)

TOTAL_IN_CALLS Monthly average of incoming calls (includes all call types)

PRC_VOICE_OUT_CALLS Percentage of outgoing voice calls: outgoing voice calls as a

percentage of total outgoing calls

PRC_SMS_OUT_CALLS Percentage of SMS calls

PRC_MMS_OUT_CALLS Percentage of MMS calls

PRC_EVENTS_CALLS Percentage of event calls

PRC_INTERNET_CALLS Percentage of Internet calls

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