دانلود مقاله ISI انگلیسی شماره 46034
عنوان فارسی مقاله

وفادار به شهر خود ؟ تجزیه و تحلیل داده کاوی از یک برنامه وفاداری خدمات عمومی

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
46034 2015 11 صفحه PDF سفارش دهید 8890 کلمه
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
Loyal to your city? A data mining analysis of a public service loyalty program
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Decision Support Systems, Volume 73, May 2015, Pages 74–84

کلمات کلیدی
کشف دانش - داده کاوی - CRM - داده های رفتاری - کارت وفاداری
پیش نمایش مقاله
پیش نمایش مقاله وفادار به شهر خود ؟ تجزیه و تحلیل داده کاوی از یک برنامه وفاداری خدمات عمومی

چکیده انگلیسی

Customer loyalty programs are largely present in the private sector and have been elaborately studied. Applications from the private sector have found resonance in a public setting, however, simply extrapolating research results is not acceptable, as their rationale inherently differs. This study focuses on data from a loyalty program issued by the city of Antwerp (Belgium). The aim of the loyalty card entails large citizen participation, however, an active user base of only 20 % is reached. Predictive techniques are employed to increase this number. Using spatial behavioral user information, a Naive Bayes classifier and a Support Vector Machine are used which result in models capable of predicting whether a user will actively use its card, whether a user will defect in the near future and which locations a user will visit. Also, a projection of spatial behavioral data onto even more fine-grained spatio-temporal data is performed. The results are promising: the best model achieves an AUC value of 92.5 %, 85.5 % and 88.12 % (averaged over five locations) for the predictions, respectively. Moreover, as behavior is modeled in more detail, better predictions are made. Two main contributions are made in this study. First, as a theoretical contribution, fine-grained behavioral data contributes to a more sound decision-making process. Second, as a practical contribution, the city of Antwerp can now make tailored strategic decisions to increase its active user base.

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