Trajectory Segmentation for a Recommendation Module of a Customer Relationship Management System

In business analytics some industries rely heavily on commercial geo-demographic segmentation systems (MOSAIC, ACORN, etc.), which are a universally strong predictor of user's behavior: from diabetes propensity and purchasing habits to political preferences. A segment is de-fined with a postcode of the client's home address. Recent research suggests that a mature competitor to geo-demographic segmentation is about to emerge: segmentation based on user mobility is reported to be a reliable proxy of social well-being of the neighborhood. In this submission, we have completed a user segmentation model based on cluster-ing of user trajectories from the Call Detail Records covering one week of activity of one region in Sweden. The new seg-mentation has been compared against MOSAIC in the recommendation module of a customer relationship management system and has revealed better business options with regard to network exploitation and potential revenues. The implementation is available from the corresponding author (JS or LL) on request.