Mobile Communications Business Multi-dimensional Multi-level Correlation Analysis

The competitions of mobile communication marketing are getting more and more drastic. How to draw new customers, and explore more demands from existing customers become the key points of marketing. Cross-selling is a strategy of pushing new products to current customers based on their past purchases. It's a value added enhancement to sell more products by combining the main items with additional goods or services in order to form a better solution for the market demand. Cross-selling is designed to widen the customer's reliance on the company and decrease the likelihood of the customer switching to a competitor. It is not a blind action, but a process to extracting information from data. Through analyzing the historical data and discover the predictive patterns and relationships hidden in the database, company will increase profitability by maintaining high individuation of the customers.There were also some researches done in the past on the Cross-selling with DM tools. But they were done on the relationships between different operations of the business. Those models have all neglected the most important element — the characteristics of customers. Their results proved to be little meaningful to promote the sales campaigns.After the in depth studies of historical data and DM technology, combined with flexibly knowledge of marketing, this article will build a customer model with different dimensions and different layers base on customers's bill and service demands. This model considers not only the relationships between the operations but also the individual characters of special customer groups. We provide a user interface to define every concept of the user needs; we manage to find out different results as the operator changes on the focuses; we refine a valuable result and try to explain it. Finally we apply this model to improve the effect of Crossing-selling marketing strategy.