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Behavioral segmentation toward mobile internet activities to improve marketing campaign performance: a case study of PT. XYZ

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Competition in telecommunication industry requires marketing to fast grab the opportunity and response to demand. Information captured from subscribers?çö activities is important for marketing to explore the demand. This research is about understanding subscribers?çö activities using mobile internet through behavioral segmentation to improve marketing campaign performance. Descriptive statistics and clustering model were used in this research to discover subscribers?çö preference in device, occasion and domain when go online, and to group similar behavior based on data volume, minutes of usage, day with internet event and spending, into meaningful clusters. This research found that nokia and china phone brand are still dominating the market, while android has grown very significant recently. Other finding shows that social network application become favorite domain to access by users in peak and off-peak time. By grouping subscribers into four actionable clusters, appropriate campaign offer can be defined effectively and more targeted. Revenue lift expected higher than mass campaign.

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Availability

M00215

(wh)

Available but not for loan - Missing

Detail Information

Series Title

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Call Number

215

Publisher

: Swiss German University., 2012

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

MBE

Specific Detail Info

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Statement of Responsibility

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