The Impact of Social Network Analysis on the Palestinian Telecom Industry, Jawwal - Palestine

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Abu Rezeq, Wael Khalil
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An-Najah National University
Telecommunication industry has proven itself not only as an emerging economic sector but as a rapidly growing sector with a huge chain of economic and social impact. Jawwal, as the market leader in mobile telecom industry in Palestine, should take advantage of datamining science consecutively as the need to sustain customers the longest possible time. This research is based on community detection analysis through identifying group members and influencers. It is motivated by three major research questions: (1) who are the influencers in Jawwal subscribers for churn and new products adoptions? (2) who are subscribers whose loyalty is threatened by churn around them? and (3) What is the ROI percentage for Jawwal’s subscribers based on their impact on the community? (their degrees of influence). The use of datamining algorithms and datamining standard process in today’s challenges was set to increase the efficiency of solving not only technical problems but business as to move toward insights and analysis based exercises. This research proposes a model based on the Similarity, Authority and Hub algorithms used in Social Network Analysis (SNA) to group members who share same patterns together, to extrapolate network leaders in terms of authority and dissemination leaders and to extract group level insights that can be used in understanding subscribers’ patterns and ways of communications (in-degrees and out-degrees) between them using IBM SPSS Modeler as the base of datamining process and Oracle as the base of corporate data warehouse. In addition, Monte-Carlo simulation using Matlab has been applied to prove the hypothesis of mean ROI on selected communities has significantly increased (with =0.05) when incorporating SNA compared to traditional targeting techniques. This study estimated how much reliable is to use SNA in order to shift from the traditional ways of targeting subscribers, understanding their pattern, enhancing offering efficiency and improving the process of launching new product by selecting the right target. It has contributed to shifting marketing leaders’ way of thinking from individual view to network view, that is analysing the 360 degrees of network in a comprehensive manner instead of singular. It has also contributed to providing decision makers with a systematic and scientific approach as to focus on network influencers, to save as much as they can and to build their offers based on well-studied ROIs.