The application of churn prevention represents an important step for mobile communication
companies aiming at increasing customer loyalty. In a machine learning perspective,
Customer Value Management departments require automated methods and processes to
create marketing campaigns able to identify the most appropriate churn prevention approach.
Moving towards a big data-driven environment, a deeper understanding of data
provided by churn processes and client operations is needed. In this context, a procedure
aiming at reducing the number of churners by planning a customized marketing campaign
is deployed through a data-driven approach. Decision Tree methodology is applied to drow
up a list of clients with churn propensity: in this way, customer analysis is detailed, as well
as the development of a marketing campaign, integrating the individual churn model with
viral churn perspective. The first step of the proposed procedure requires the evaluation of
churn probability for each customer, based on the influence of his social links. Then, the
customer profiling is performed considering (a) individual variables, (b) variables describing
customer-company interactions, (c) external variables. The main contribution of this work
is the development of a versatile procedure for viral churn prevention, applying Decision
Tree techniques in the telecommunication sector, and integrating a direct campaign from
the Customer Value Management marketing department to each customer with significant
churn risk. A case study of a mobile communication company is also presented to explain
the proposed procedure, as well as to analyze its real performance and results.
The purpose of this study is to answer the question of whether informatics is a field or just a discipline of knowledge. Analyzes of info-computer-based problems, consider that informatics in Poland should be treated as a field. It was emphasized that the English term computer science is only one of the informatics-oriented specializations. The word “informatics” can be associated much more often with terms; IT in the US and ICT in Europe except France, where l’informatique terminology is used). Which name to use since the narrow understanding of information processing and handling is losing its full potential for the right development. In practice, it means a reduction in undertaking ambitious tasks and the higher costs of its development. Social implications confirmed that, despite a lot of capable informaticians, Poland had not been seen (except for computer devices), the right development of informatics-oriented applications. Hence the essential general informatics oriented strategy is offered because the digital equipment-oriented strategy alone is not enough to apply in success looking ICT applications.