February 22, 2020 Thesis Open Access

Getachew Gemechu

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  <identifier identifierType="DOI">10.20372/nadre:4920</identifier>
  <creators>
    <creator>
      <creatorName>Getachew Gemechu</creatorName>
    </creator>
  </creators>
  <titles>
    <title>Performance Comparison of Classifiers for Prospective Buyers Identification in ethio telecom Mobile Cross-Selling Market</title>
  </titles>
  <publisher>Zenodo</publisher>
  <publicationYear>2020</publicationYear>
  <dates>
    <date dateType="Issued">2020-02-22</date>
  </dates>
  <resourceType resourceTypeGeneral="Text">Thesis</resourceType>
  <alternateIdentifiers>
    <alternateIdentifier alternateIdentifierType="url">https://nadre.ethernet.edu.et/record/4920</alternateIdentifier>
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    <relatedIdentifier relatedIdentifierType="DOI" relationType="IsVersionOf">10.20372/nadre:4919</relatedIdentifier>
    <relatedIdentifier relatedIdentifierType="URL" relationType="IsPartOf">https://nadre.ethernet.edu.et/communities/aau</relatedIdentifier>
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  <rightsList>
    <rights rightsURI="http://www.opendefinition.org/licenses/cc-by">Creative Commons Attribution</rights>
    <rights rightsURI="info:eu-repo/semantics/openAccess">Open Access</rights>
  </rightsList>
  <descriptions>
    <description descriptionType="Abstract">&lt;p&gt;Direct marketing is a form of communicating an offer directly to a targeted group of&lt;br&gt;
customers through a variety of media. It plays a major role in customer retention and&lt;br&gt;
service provisioning tasks. Retaining customers by providing products and services that&lt;br&gt;
meet their need is one of the main objectives of customer relationship management. Identifying&lt;br&gt;
prospective customers for direct marketing enables a company to reach specific&lt;br&gt;
audiences which will more effectively respond to promotions. Moreover, direct marketing&lt;br&gt;
helps businesses to optimize their marketing budget, keeps current customers loyal&lt;br&gt;
to them, and makes businesses capable of measuring the result obtained from promotions.&lt;br&gt;
Ethio telecom promotes service packages to its customers through SMS and mass communication&lt;br&gt;
channels. However, promotions should target customers based on the specific&lt;br&gt;
services they use, and customer over-touching should be reduced especially during&lt;br&gt;
SMS advertisement. In the current practice, no scientific methodology is implemented&lt;br&gt;
to estimate the potential respondents to cross-selling market promotion. Promotions are&lt;br&gt;
communicated to both potential buyers and non-buyers without distinguishing the two&lt;br&gt;
groups. Direct marketing approaches help the company to effectively allocate resources&lt;br&gt;
and give services based on the interests of customers.&lt;br&gt;
The aim of this thesis is to identify prospective customers in ethio telecom mobile valueadded&lt;br&gt;
service market. To achieve this goal, five classifiers namely Naive Bayes, Neural&lt;br&gt;
network, SVM, K-nearest neighbour, and Decision tree (J48) tested with customers&lt;br&gt;
service usage historical data. In this process, 900,000 customers&amp;rsquo; actual CDRs from&lt;br&gt;
ethio telecom were gathered and raw data aggregated with the aim of representing users&amp;rsquo;&lt;br&gt;
behaviour. The representation was based on users&amp;rsquo; responses towards service fee and&lt;br&gt;
time preference to use services. Sixteen feature variables and one predictor variable&lt;br&gt;
are constructed from the raw CDR collected. Data cleaning and class balancing done,&lt;br&gt;
and the selected classifiers tested for their accuracy in identifying prospective buyers of&lt;br&gt;
service packages&lt;/p&gt;</description>
  </descriptions>
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