Integration of data mining techniques to evaluate promotion for mobile customers' data traffic in data plan

Since Penetration rate of mobile phone rises quickly and China mobile telecomm market is almost becoming saturated increasingly, China mobile telecom operators are facing with a slow new subscribers' growth and a decline in the average revenue per user (ARPU). China mobile operators are developing strategies to supplement the tapering revenues by promoting mobile value-add service (VAS) and wireless data service in 4G system. In this paper the decision tree and neural network data mining technique are applied to evaluate the promotion of mobile customers' data traffic in data plan. To ensure the accuracy of the analysis, we use the decision tree and neural network algorithm to analyze data of over 120000 members, over ten provinces. The results show to be very valuable for making strategy recommendations to promote the customers' data traffic in data plan.

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