Managing Mobile Market Users Based on the AARRR Model in the Age of Big Data

Qianling CHEN, Lan DU

Abstract


In this paper, our research is based on the theory of Customer Relationship Management and the data-management framework which are used by one of the Telecom Operator in China in the age of Big Data. By collecting the user behavior data of the Mobile Market and utilizing the AARRR model to do the data mining, we come to some conclusions about the characters of the lost user, the suggestions of the product improvement, how to improve the download-pay conversions, and so on. The result shows that it possesses instructional significance and referenced value for the mobile internet application operations management.


Keywords


Customer relationship management; User lifecycle; AARRR model; Data mining; Mobile internet application

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References


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DOI: http://dx.doi.org/10.3968/n

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