Webinar: Retención de clientes y predicción de CHURN utilizando Business Analytics
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Antonio
cual es la mejor manera de hacer una proyección de churn en productos que no tienen un comportamiento regular, o una estacionalidad?
Diego Becker - Comptel
La herramienta de Analytics considera una seria de patrones de comportamiento asociados con trafico y otros factores de la zona y/o grupo de referencia sobre el cual se puede realizar analisis predictivo a lo que se le suma datos de calidad de la red (llamadas caidas, intentos de llamada, etc). De esta forma se elabora un esquema que permite realizar una prediccion confiable de CHURN.
Juancnakamura
Un cliente que disminuya su consumo esta en riesgo de desconectarse ¿cómo podríamos saber si se trata de alguien que sólo lo esta haciendo temporalmente?
Diego Becker - Comptel
Muchas
gracias por la pregunta Juan. Nuestra aproximación al problema es enfocarnos en
el hecho de que construimos un perfil de información a lo largo del tiempo, y
no solo en el spot o momento. No buscamos un disparador puntual, ya que construimos
un modelo de análisis predictivo, no tan solo reglas.
A lo que
apuntamos es a crear funcionalidades en base a comportamientos pasados, en donde hay
centros de masa (mass centers) del comportamiento de las llamadas, como estas
cambian y cual es la entropía misma de las llamadas en si.
Esta es la gran foto
que intentamos crear para nuestros clientes, construyendo modelos que describen
los patrones de comportamiento de sus suscriptores.
Con mucho
gusto lo seguimos en directo. Saludos.
Diego
telesemana
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