A Tale of Two Cities: Identifying Common Patterns Of Land Use from Cell phone Data
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AbstractThe large penetration and use of mobile devices is a fast and global phenomenon. The availability of mobile information has enable firms to better understand customer behavior and to design new services based on these technologies. Previous literature on mobile marketing has focused on learning from customer interaction with retailers or from their use of mobile applications. This information can be very precise to characterize usage patterns in some domains, but it has important limitations in terms of the number of reachable customers and the frequency at which customer interact with the respective platforms. In this article we analyze Call Detail Record (CDR) information providing time and location of all calls made and received by a sample of over 3.5 million customers of a two telecom companies in two cities with different cultural background, and explore its ability to enhance customer segmentation and explain customer value. Although the analysis of the large volume of information contained in CDR data is computationally intensive, we found rich patterns of customer mobility that can be used by firms to enhance their segmentation and targeting processes
All Author(s) ListCisternas F, Rios S, Goic M
Name of ConferenceMarketing Science Conference
Start Date of Conference20/06/2019
End Date of Conference22/06/2019
Place of ConferenceNYU-Stern and University of Roma Tre - Department of Business Studies
Country/Region of ConferenceItaly
Year2019
Month6
LanguagesEnglish-United States

Last updated on 2020-09-04 at 17:23