Advanced analytics on SAP HANA: Churn risk scoring using call network analysis

Author

Bracher, Shane ; Holmes, Mark ; Mischewski, Liam ; Islam, Asadul ; McClenaghan, Michael ; Ricketts, Daniel ; Neuber, Glenn ; Hoyoung Jeung ; Vijayarajendran, Priya

Author_Institution

Strategic Customer Engagement, SAP Labs., Brisbane, QLD, Australia

fYear

2015

fDate

13-17 April 2015

Firstpage

1400

Lastpage

1403

Abstract

We present a demonstration based on SAP HANA to show a novel approach to churn risk scoring. Our focus is customer retention within a telecommunications setting. The purpose of this demonstration is to help identify customers who should be targeted for a customer retention marketing campaign. The data analysis considers multiple factors - churn likelihood (based on incoming and outgoing communications), customer influence (based on social connections) and the average revenue per customer. The results are presented using skyline visualization and advanced UI techniques to easily and intuitively interpret the analysis.

Keywords

customer services; data analysis; data visualisation; marketing data processing; social sciences computing; telecommunication industry; user interfaces; SAP HANA; advanced UI techniques; average revenue per customer; call network analysis; churn likelihood; churn risk scoring; customer influence; customer retention marketing campaign; data analysis; incoming communications; outgoing communications; skyline visualization; social connections; telecommunications setting; Analytical models; Companies; Data analysis; Data models; Electric breakdown; Social network services; Telecommunications;

fLanguage

English

Publisher

ieee

Conference_Titel

Data Engineering (ICDE), 2015 IEEE 31st International Conference on

Conference_Location

Seoul

Type

conf

DOI

10.1109/ICDE.2015.7113386

Filename

7113386