USING DECISION TREE AND ASSOCIATION RULES TO PREDICT CROSS SELLING OPPORTUNITIES

摘要：

In saturated markets cross selling offers a number of benefits to companies. While these benefits are recognized by mobile telecommunications companies, many have not fully embraced the concept in practice. This paper focuses on the prediction of cross selling opportunities and presents an innovative approach to forecast cross selling opportunities more effectively. The proposed approach combines decision tree and association rule to discover cross selling opportunity of a new service, WAP. The analysis is based on a sample of 969,228 customers selected at random from the data warehouse of a local mobile telecommunications vendor in China Mainland. The results showed that this approach can greatly improve the accuracy rate of forecasting and help telecommunications vendors make cross selling policies effectively.

关键词： Decision Tree Association Rule Cross Selling Mobile Telecommunications Services

作者: XUE-CHENG YANG JUN WU XIAO-HANG ZHANG TING-JIE LU

作者单位: School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China

会议类型: 国际会议

会议名称: 2008 International Conference on Machine Learning and Cybernetics(2008机器学习与控制论国际会议)

会议地点: 昆明

会议语种:英文

页码: 1807-1811

在线出版日期: 2008-07-12（万方平台首次上网日期，不代表论文的发表时间）