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对于用户“大进大出”的现象,移动运营商通常会有一些难解的问题,比如庞大的新增用户群源自哪里,离网用户又去向哪里?究竟是真实的通话需求导致用户新增,还是仅仅是网内用户的换号行为,抑或是用户在不同运营商之间转网?粗放式营销不仅消耗营销资源,而且难以满足目标用户的个性化需求。过去运营商对于用户新增和离网的监控,主要局限于用户数量的分析,现在应对个体客户的动向做进一步分析,使得运营商对用户质量更加了解。在Teradata看来,为了提升用户的质量和数量,运营商可以对于不同来源的客户进行针对性的关怀;为了进一步降低用户离网率,可以对即将离网的用户进行个性化的挽留;为了减少优惠活动成本的无效使用,可以进一步加强对重入网用户的监控。
For users “big into big ” phenomenon, mobile operators usually have some puzzling questions, such as a huge new user base from where, off-line users and where to go? What is the real demand for the call Is the user new or just a change sign for users in the network, or is the user switching between different operators? Extensive marketing not only consumes marketing resources, but also can not meet the individual needs of target users. In the past, the operators’ monitoring of new and offline users mainly focused on the analysis of the number of users. Now, the trend of individual customers should be further analyzed so that operators can better understand the quality of users. Teradata view, in order to improve the quality and quantity of users, operators can be targeted for different sources of customer care; in order to further reduce the user off-grid rate, the outgoing users can be personalized to retain; in order to reduce The ineffective use of promotional activities can further strengthen the monitoring of re-entry users.