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Extended RFM logit model for churn prediction in the mobile gaming market
ID
Perišić, Ana
(
Avtor
),
ID
Pahor, Marko
(
Avtor
)
PDF - Predstavitvena datoteka,
prenos
(354,54 KB)
MD5: 95C21CA57FA1E223E4986BB533ECA1A8
URL - Predstavitvena datoteka, za dostop obiščite
https://hrcak.srce.hr/ojs/index.php/crorr/article/view/12125
Galerija slik
Izvleček
As markets are becoming increasingly saturated, many businesses are shifting their focus to customer retention. In their need to understand and predict future customer behavior, businesses across sectors are adopting data-driven business intelligence to deal with churn prediction. A good example of this approach to retention management is the mobile game industry. This business sector usually relies on a considerable amount of behavioral telemetry data that allows them to understand how users interact with games. This high-resolution information enables game companies to develop and adopt accurate models for detecting customers with a high attrition propensity. This paper focuses on building a churn prediction model for the mobile gaming market by utilizing logistic regression analysis in the extended recency, frequency and monetary (RFM) framework. The model relies on a large set of raw telemetry data that was transformed into interpretable game-independent features. Robust statistical measures and dominance analysis were applied in order to assess feature importance. Established features are used to develop a logistic model for churn prediction and to classify potential churners in a population of users, regardless of their lifetime.
Jezik:
Angleški jezik
Ključne besede:
operations research
,
mobile telephony
,
games
,
models
Vrsta gradiva:
Članek v reviji
Tipologija:
1.01 - Izvirni znanstveni članek
Organizacija:
EF - Ekonomska fakulteta
Različica publikacije:
Objavljena publikacija
Leto izida:
2020
Št. strani:
Str. 249-261
Številčenje:
Vol. 11, iss 2
PID:
20.500.12556/RUL-124377
UDK:
658.5(045)
ISSN pri članku:
1848-0225
DOI:
10.17535/crorr.2020.0020
COBISS.SI-ID:
43848707
Datum objave v RUL:
19.01.2021
Število ogledov:
1391
Število prenosov:
355
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Objavi na:
Gradivo je del revije
Naslov:
Croatian operational research review
Založnik:
Croatian Operational Research Society
ISSN:
1848-0225
COBISS.SI-ID:
10670108
Licence
Licenca:
CC BY-NC 4.0, Creative Commons Priznanje avtorstva-Nekomercialno 4.0 Mednarodna
Povezava:
http://creativecommons.org/licenses/by-nc/4.0/deed.sl
Opis:
Licenca Creative Commons, ki prepoveduje komercialno uporabo, vendar uporabniki ne rabijo upravljati materialnih avtorskih pravic na izpeljanih delih z enako licenco.
Začetek licenciranja:
19.01.2021
Sekundarni jezik
Jezik:
Slovenski jezik
Ključne besede:
operacijsko raziskovanje
,
mobilna telefonija
,
igre
,
modeli
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