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- Publisher Website: 10.4018/978-1-5225-5187-4.ch025
- Scopus: eid_2-s2.0-85041570541
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Book Chapter: Network-based targeting: Big data application in mobile industry
| Title | Network-based targeting: Big data application in mobile industry |
|---|---|
| Authors | |
| Issue Date | 2018 |
| Publisher | IGI Global. |
| Citation | Network-based targeting: Big data application in mobile industry. In Information Resources Management Association (Ed.), Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications, p. 474-496. Hershey, PA: IGI Global, 2018 How to Cite? |
| Abstract | © 2018 by IGI Global. All rights reserved. This chapter focuses on two kinds of targeting in mobile industry: to target churning customers and to target potential customers. These two targeting strategies are very important goals in Customer Relationship Management (CRM). In the first part of the chapter, the author reviews churn prediction models and its applications. In the second part of the chapter, traditional innovation diffusion models are reviewed and agent-based models are explained in detail. Customers in telecom industry are usually connected by large and complex networks. To understand how network effects and consumer behaviors - such as churning and adopting - interplays with each other is of great significance. Therefore, detailed examples are given to network-based targeting analysis. |
| Persistent Identifier | http://hdl.handle.net/10722/281477 |
| ISBN |
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Dang, Chu Ivy | - |
| dc.date.accessioned | 2020-03-13T10:37:58Z | - |
| dc.date.available | 2020-03-13T10:37:58Z | - |
| dc.date.issued | 2018 | - |
| dc.identifier.citation | Network-based targeting: Big data application in mobile industry. In Information Resources Management Association (Ed.), Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications, p. 474-496. Hershey, PA: IGI Global, 2018 | - |
| dc.identifier.isbn | 9781522551874 | - |
| dc.identifier.uri | http://hdl.handle.net/10722/281477 | - |
| dc.description.abstract | © 2018 by IGI Global. All rights reserved. This chapter focuses on two kinds of targeting in mobile industry: to target churning customers and to target potential customers. These two targeting strategies are very important goals in Customer Relationship Management (CRM). In the first part of the chapter, the author reviews churn prediction models and its applications. In the second part of the chapter, traditional innovation diffusion models are reviewed and agent-based models are explained in detail. Customers in telecom industry are usually connected by large and complex networks. To understand how network effects and consumer behaviors - such as churning and adopting - interplays with each other is of great significance. Therefore, detailed examples are given to network-based targeting analysis. | - |
| dc.language | eng | - |
| dc.publisher | IGI Global. | - |
| dc.relation.ispartof | Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications | - |
| dc.title | Network-based targeting: Big data application in mobile industry | - |
| dc.type | Book_Chapter | - |
| dc.description.nature | link_to_subscribed_fulltext | - |
| dc.identifier.doi | 10.4018/978-1-5225-5187-4.ch025 | - |
| dc.identifier.scopus | eid_2-s2.0-85041570541 | - |
| dc.identifier.spage | 474 | - |
| dc.identifier.epage | 496 | - |
| dc.publisher.place | Hershey, PA | - |