Data Mining And Database Marketing In The Telecommunication Value Added Services

Telecommunication value added services attracted great attention due to its amazing growth rate in recent years. Carriers put more resources to value added services, with the hope of broader profit margin and the motive for profit growth. In some aspects, the success in the value added services is the key to get a better position in the coming 3G competition.Data mining and database marketing, both are originated in the western world, with the advanced managerial notion and scientific methodologies. It facilitates the marketing activities of many blue ribbon companies, to name a few, Dell, Wal-Mart, Sprint. These cases suggests that marketing practice using data mining technology are very effective in fast moving consumables and services in mass market.Using data mining to lead the marketing practices in value added services is a brand new effort for carriers. For global carriers, like NTT, KDDI, SKT, similar research were just started, but they already set data mining and related marketing practices as one of their major research projects.In the thesis, the author went through the basics of data mining, and the concept of database marketing, by analyze the success case of...