基于变异系数的双聚类算法及其在电信客户细分的应用研究  

ON VARIATION COEFFICIENT-BASED BICLUSTERING ALGORITHM AND ITS APPLICATION IN TELECOMMUNICATION CUSTOMER SEGMENTATION

作　　者：林勤[1] 薛云[2] 杨柏高 

机构地区：[1]广东医学院信息工程学院,广东东莞523808 [2]华南师范大学物理与电信工程学院,广东广州510006

出　　处：《计算机应用与软件》2016年第2期223-226,306,共5页Computer Applications and Software

基　　金：国家自然科学基金项目(71102146);广东医学院面上基金项目(XK1330);广东医学院青年基金项目(XQ1224)

摘　　要：针对传统客户价值细分方法不够精细化的问题,提出一种基于变异系数的双聚类算法。该算法选用了变异系数作为相似性度量,运用启发式贪心策略,通过迭代增删行列的方式挖掘出客户消费记录中局部消费行为相似的客户群体。以某电信公司的电信客户细分为实例,将所提算法与K均值(K-means)算法进行性能比较,实验结果表明,所提算法具有更优的客户细分能力和更强的客户行为可解释能力。因此,它更有助于指导企业制定差异化营销策略。To improve the refinement degree of traditional customer value segmentation method, we proposed the variation coefficient-based biclustering algorithm. The algorithm selects the variation coefficient as the similarity measurement, applies the heuristic greedy strategy, and by the way of iterating the rows＇ or columns＇ insertion and deletion, the algorithm mines the customer groups with similar local consuming behaviours from their consumption records. Taking the telecommunication customers segmentation in a certain Telecom as the example, we compared the performances of the proposed algorithm with k-means clustering algorithm. Experimental result indicated that the proposed algorithm has better ability of customer segmentation and stronger interpretable ability on customer behaviours. Therefore, it is more conducive to guiding the enterprises to develop differentiated marketing Strategies.

关 键 词：变异系数 客户细分 差异化营销 双聚类 K均值 

分 类 号：TP391[自动化与计算机技术—计算机应用技术]