Segmentation Applications in Telecommunications - Data Mining Techniques in CRM: Inside Customer Segmentation - page 327

Cluster_Membership

cluster-1
cluster-2
cluster-3
cluster-4
cluster-5

Node 0

−

PRC_SMS_OUT_CALLS

<= 0.093 > 0.093

Node 1 Node 28

− −

DAYS_IN DAYS_IN

> 22.667

<= 21.667 > 21.667 < = 22.667

Node 2 Node 9 Node 29 Node 30

+

+

Figure 7.13 Use of a decision tree for profiling and scoring segments.

matches their behavior. For example, we notice that users with a relatively high
percentage of SMS usage (above 10%) and an increased frequency of inbound
usage are assigned to segment 3 as ''SMSers.'' Similarly, records with a high ratio
of outgoing voice calls (above 90%), high frequency of both incoming and outgoing
usage (higher than 22 and 29 days respectively), and high number of outgoing calls
in peak hours (59 and above) land in segment 5 as ''Business users.''
Subsequent steps in the deployment included the loading of the derived
segment information into the operational and front-line systems. Segmentation