Name: Shahryar ERP: 14945

AAMD-Assignment-03
Business Case Studies

1) Mobile Customer Clustering Analysis Based on Call Detail Records

• The purpose of this case study is to improve operator’s competitiveness and

customer value considering that there is a lot of competition among operators.
• To get more customers, company plans to do target marketing and design packages
and policies as per needs of customers in order to attract customers.
• It discusses how to cluster mobile customers based on their call detail records and
analyses customer behaviour.
• The aim of clustering is to categorize prospective customers into distinct groups for
distinctive contact strategies and proximal offerings.
• Telecommunication carriers cluster their mobile customers by billing system data.
• Billing system data describe customer subscribe, spend and payment method.
• Call detail records describe customer utilization behaviour.
• In this research paper K-means clustering method is used.
• K-means:
o Step-1: Select K data points or K mobile customers to be the seed. (here P is
the no of mobile customers and each mobile customer is described by an n-
element vector Xi)
o Step-2: Calculate distance between each seed. Formula used in this paper is
𝑞
𝑑𝑖𝑗 = {∑𝑛𝑘=1|𝑥𝑖𝑘 − 𝑒𝑗𝑘 | }^ 1⁄𝑞 i=1,2,…,P j=1,2…, K Here q is constant.
o Step-3: Every mobile customer is assigned to one seed according to principal
of minimum distance. So, we get P group mobile customers.
o Step-4: Calculate the centroids of P group datasets and form new K seeds
1 𝑚𝑗
from the following formula 𝑒𝑗𝑘 = 𝑚 {∑𝑖=1 𝑥𝑖𝑘 } k=1,2,…,n j=1,2,…,K
𝑗
o Step-5: Return to step-2 or stop if the changes of cluster boundaries are small
enough.
• Prepare Data for Clustering:
o Call Detail Records include Customer_ID, Call_Type, Start_Date, Start_Time,
Call_Duration, Service_Type and many other variables.
• This case study analyses the data of 600,000 mobile customer located in North
China.
• All customers were divided into 15 different groups.
• Some of the variable used in this case are:
o ARPU, MOU (minutes of usage), Local call percentage, Long distance call
percentage, IP call percentage, Roam percentage, Idle period local call
percentage, GPRS call volume, No of short messages, Call diameter

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Name: Shahryar ERP: 14945

• Marketing management used these facts to design distinguishable packages for each
group.
• For example, one of the groups had special concerns about SMS. So, the team
designed suitable message price policy for those customers.

2) Using Social Network Analysis to Identify Stakeholders’ Influence on

energy Efficiency of Housing

• Energy-efficient housing is a product that integrates various stakeholders’ tasks

throughout the different stages of its life cycle.
• Problem: The relationships between stakeholders’ impact on the degree of
knowledge sharing and informed decision making. This could potentially enhance or
lower the energy efficiency of the product.
• The aim of this case study is to analyse, contrast, and quantify the degrees of
connectivity of housing stakeholders to identify which groups have more
connectivity in the network and consequently more potential to influence energy
efficiency outcomes.
• It identifies the practices which can enhance transparency and information sharing
for producing energy-efficiency housing.
• Important Terms:
o Node: It represents a stakeholder
o Edges: Line connecting two nodes
o Geodesic Path: shortest path between two nodes
o Degree Centrality: No of edges incident to a certain node
o Closeness Centrality: Sum of geodesic paths between a node and every other
node in the network
• Using Social Network Analysis, it could be examined how each stakeholder within a
structure could influence the organization.
• In this case study, SNA principles are used to analyse six-energy efficient housing
studies.
• Semi-structured interviews were conducted with each case study owner and
questions were asked about process of procurement they follow.
• Each interviewee was asked to draw links they had with other stakeholders
throughout the project’s different stages.
• Gephi Network Analysis software is used to generate stakeholder network.
• Stakeholders:
o Internal or External
o Primary or Secondary
o Based on role they play (controller, executer etc)
• Connections are defined in each case and densities are calculated.

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Name: Shahryar ERP: 14945

• Based on weights assigned, densities, communication between stakeholders is

defined.
• Based on network of each house, centrality metrics for stakeholders were calculated
to help identify and compare their connectivity within a network.
• Results: Contractor has higher or equal centrality measures to the owner and
designer.
• Degree of Centrality:
o Closeness Centrality
o Betweenness Centrality
o Cross-clique Centrality
• Conclusion:
o It is possible to identify and rank stakeholders based on their potential to
communicate information and connect to other stakeholders.
o Networks with a higher number of links and stakeholders with high
betweenness and cross-clique centrality tend to minimize the no of bridges.
o The levels of centrality are correlated with the degree of decision-making
authority that each category has.

3) Rosette Name Matching Keeps Guests & Hosts Booking “Without

Reservations”

• This case study is related to Airbnb, a marketplace of accommodations spanned over

34,000 cities and 190 countries.
• Profiles and reviews have been core to the Airbnb experience.
• To find new ways to connect the online and offline worlds to provide users with
more tools to make informed decisions. For this purpose, Airbnb introduce concept
of Verified ID.
• Challenge: Name matching for verified ID.
• Verified ID is two-factor authentication for the web.
• Name matching is key component of verified ID and given the international nature of
their business matching names that originate in multiple languages is an issue.
• Users input their names in Cyrillic alphabets (used by Russian, Bulgarian, Serbian)
• They created a name matching solution which recognizes spelling variations when
matching names of people, places, and organizations in 10 languages in their native
scripts.
• They checked different phonetic variations, nicknames, cross-lingual matching, and
transliteration variations.
• Developing their own solution was not cost-effective. So, they Basis Technology’s
Text Analytics Software.

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Name: Shahryar ERP: 14945

• Several text analytical algorithms were developed and integrated into Basis
Technology’s Text Analytics Software.

References:
Lin and Wan, “Mobile Customer Clustering Based on Call Detail Records for Marketing Campaigns.”

“Using Social Network Analysis to Identify Stakeholders’ Influence on Energy Efficiency of Housing -
Sherif Zedan, Wendy Miller, 2017.”

Case-3 Link: https://s3.amazonaws.com/resources.rosette.com/case-studies/Airbnb-EN.pdf

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