Boosting Internet Card Cellular Business via User Portraits: A Case of Churn Prediction

Abstract

Internet card (IC) as a new business model emerges, which penetrates rapidly and holds the potential to foster a great business market. However, the understanding of IC user portraits is insufficient, which is the building block to boost the IC business. In this paper, we take the lead to bridge the gap by studying one large-scale dataset collected from a provincial network operator of China, which contains about 4 million IC users and 22 million traditional card (TC) users. Particularly, we first conduct a systematical analysis on usage data by investigating the difference of two types of users, examining the impact of user properties, and characterizing the spatio-temporal networking patterns. After that, we shed light on one specific business case of churn prediction by devising an IC user Churn Prediction model, named ICCP, which consists of a feature extraction component and a learning architecture design. In ICCP, both the static portrait features and temporal sequential features are extracted, and one principal component analysis block and the embedding/transformer layers are devised to learn the respective information of two types of features, which are collectively fed into the classification multilayer perceptron layer for prediction. Extensive experiments corroborate the efficacy of ICCP.

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