Top 뮤직 10 정액제 상품 타겟팅 개선을 위한 결합모델 개발
Combining Model Development for Targeting Top Music 10 Additional Service Product of A Mobile Telephone Company
전희주(부산외국어대학교); 이재영(국방대학교)
25권 2호, 13~23쪽
초록
Top music 10 is a additional service product of the A mobile telephone company. Up to now, A company is just selling it by outbound TM to customers which visit any contents of Top Music 10. In this paper, we proposed a targeting method combining two score models by data mining. The proposed combining model is to find customers more likely to respond to outbound TM. The proposed targeting method is expected to improve both from 32.8% to 44.0% in the response rate and from 54.7% to 61.4% in the retention rate.
Abstract
Top music 10 is a additional service product of the A mobile telephone company. Up to now, A company is just selling it by outbound TM to customers which visit any contents of Top Music 10. In this paper, we proposed a targeting method combining two score models by data mining. The proposed combining model is to find customers more likely to respond to outbound TM. The proposed targeting method is expected to improve both from 32.8% to 44.0% in the response rate and from 54.7% to 61.4% in the retention rate.
- 발행기관:
- 한국경영과학회
- 분류:
- 경영학