Scalable Household Identification using Mobile Engagement Data - A Weighted Two-Mode Network Approach.
Big Data(2022)
摘要
It has become increasingly important for marketers to understand the customers at the household level for more meaningful and contextual targeting. In this paper, we propose a scalable graph-based approach for identifying households among mobile users, by constructing a two-mode network with mobile apps’ engagement data. The proposed solution was tested rigorously for multiple countries by benchmarking against census bureau and/or third-party data. The results in form of mean household size were found remarkably close to the public data, differing only by 3% in some countries. Additionally, we demonstrated two real-industry use-cases - first where the features were derived from the household data to predict the creditworthiness of new customers (credit risk modelling), and second where the household data was consumed directly by a telecom company to acquire and/or retain customers.
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关键词
mobile engagement data,household,two-mode
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