Customer segmentation is critical to the success of any company, most especially large ones that serve multiple segments. Without adequate segmentation, companies waste resources pushing products to the wrong set of customers. For our project, we are helping a company to properly segment its customer base in order to improve targeted communication, as well as top and bottom-line performance.
The client is a mobile telecom operator whose core business is in the B2C prepaid business. Thus our focus will be exclusively on customers who buy prepaid packages (Similar to Starhub prepaid packages). NA Given that the data belongs to a real telecom operator (name withheld to maintain confidentiality) which works in a highly competitive market, segmentation profiling data is withheld to preserve the anonymity of the company; focus of the segmentation will be consumption (usage) data.
The objective is to create a new segmentation based on data of customer usage of the different services, so the company can better design and target the right customers with the right packages. Our project’s aim is to create that segmentation by answering the following question.
What are the main customer segments based on historical usage of the different services (voice, data, etc)?
The resulting file was used throughout the segmentation process, which is outlined in the coming paragraphs
# Please ENTER the name of the file with the data used. The file should be a
# .csv with one row per observation (e.g. person) and one column per
# attribute. Do not add .csv at the end, make sure the data are numeric.
BDASmallTableClean = "Library/BDASmallTableNew.csv"
# Please enter the minimum number below which you would like not to print -
# this makes the readability of the tables easier. Default values are either
# 10e6 (to print everything) or 0.5. Try both to see the difference.
MIN_VALUE = 0.5
# Please enter the maximum number of observations to show in the report and
# slides. DEFAULT is 10. If the number is large the report may be slow.
max_data_report = 10In this part we identify the underlying factors that best capture the behaviours of the various variables. We use dimensionality reduction techniques to reduce the many columns into a smaller number of factors that captured at least 80% of the variance within the dataset
# Please ENTER the original raw attributes to use. Please use numbers, not
# column names, e.g. c(1:5, 7, 8) uses columns 1,2,3,4,5,7,8
factor_attributes_used = c(3:ncol(ProjectData))
# Please ENTER the selection criterions for the factors to use. Choices:
# 'eigenvalue', 'variance', 'manual'
factor_selectionciterion = "eigenvalue"
# Please ENTER the desired minumum variance explained (Only used in case
# 'variance' is the factor selection criterion used).
minimum_variance_explained = 80 # between 1 and 100
# Please ENTER the number of factors to use (Only used in case 'manual' is
# the factor selection criterion used).
manual_numb_factors_used = 10
# Please ENTER the rotation eventually used (e.g. 'none', 'varimax',
# 'quatimax', 'promax', 'oblimin', 'simplimax', and 'cluster' - see
# help(principal)). Default is 'varimax'
rotation_used = "varimax"We are going to start by doing some basic visual exploration of a few data:
| Obs.01 | Obs.02 | Obs.03 | Obs.04 | Obs.05 | Obs.06 | Obs.07 | Obs.08 | Obs.09 | Obs.10 | |
|---|---|---|---|---|---|---|---|---|---|---|
| Days.on.Network | 1235 | 503.00 | 1895 | 422.00 | 427.00 | 423 | 419.00 | 374.00 | 407 | 354.00 |
| Days.since.Last.Activity | 1 | 22.00 | 1 | 0.00 | 35.00 | 52 | 11.00 | 0.00 | 44 | 3.00 |
| Active.Days.on.NW.per.month | 0 | 5.00 | 0 | 15.00 | 0.00 | 0 | 11.00 | 6.00 | 0 | 24.00 |
| Account.Balance | 0 | 0.00 | 0 | 0.00 | 0.03 | 0 | 0.00 | 0.13 | 0 | 0.00 |
| Current.Month.Rev | 0 | 1.60 | 0 | 3.00 | 0.00 | 0 | 15.00 | 0.87 | 0 | 5.80 |
| OG.Voice.Onnet.Rev | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| No..of.OG.Voice.Onnet.Calls | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| OG.Voice.Offnet.Rev | 0 | 0.02 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| No..of.OG.Voice.Offnet.Calls | 0 | 1.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| OG.Voice.Intl.Rev | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| No..of.OG.Voice.Intl.Calls | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| OG.SMS.Onnet.Rev | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| Cnt.of.OG.SMS.Onnet | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| OG.SMS.Offnet.Rev | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| Cnt.of.OG.SMS.Offnet | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| OG.SMS.Intl.Rev | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| Cnt.of.OG.SMS.Intl.Rev | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| PAYG.Data.Rev | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 5.00 | 0.00 | 0 | 0.00 |
| PAYG.Data.Volume..MB. | 0 | 25.29 | 0 | 0.00 | 0.00 | 0 | 15.24 | 0.00 | 0 | 1.24 |
| IC.Offnet.Voice.MOU | 0 | 6.02 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 56.01 |
| Cnt.of.IC.Offnet.Voice.Call | 0 | 3.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 39.00 |
| IC.Intl.Voice.MOU | 0 | 0.00 | 0 | 0.58 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| Cnt.of.IC.Intl.Voice.Call | 0 | 0.00 | 0 | 1.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| Cnt.IC.Offnet.SMS | 0 | 0.00 | 0 | 2.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| Cnt.IC.Intl.SMS | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| Total.Recharge.Value | 0 | 2.00 | 0 | 3.00 | 0.00 | 0 | 10.00 | 1.00 | 0 | 6.00 |
| Total.Recharge.Cnt | 0 | 1.00 | 0 | 3.00 | 0.00 | 0 | 2.00 | 1.00 | 0 | 3.00 |
| Blackberry.Package.Rev | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| Blackberry.Package.Subscription.Cnt | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| SOS.Credit.Rev | 0 | 0.10 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.38 |
| Other.VAS.Package.Rev | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| Other.VAS.Package.Subscription.Cnt | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| Data.Package.Rev | 0 | 1.50 | 0 | 3.00 | 0.00 | 0 | 10.00 | 0.00 | 0 | 2.00 |
| Data.Package.Subscription.Cnt | 0 | 1.00 | 0 | 3.00 | 0.00 | 0 | 2.00 | 0.00 | 0 | 1.00 |
| MTC.VAS.Rev | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.80 | 0 | 3.00 |
| MTC.VAS.Subscription.Cnt | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 2.00 | 0 | 8.00 |
| IVR.Shortcode.Rev | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| IVR.Shortcode.Call.Cnt | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| AppGame.Rev | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| AppGame.Cnt | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| Outroaming.Rev | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| Voice.Package.Rev | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| Voice.Package.Susbcription.Cnt | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| SMS.Package.Rev | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| SMS.Package.Subscription.Cnt | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| Outroaming.Activity.Cnt | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| Outroaming.MOU | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| SOS.Data.Package.Rev | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| Airtime.Gift.Cnt | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| OG.Airtime.Gift.Amnt | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| IC.Airtime.Gift.Amnt | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| OG.Voice.Offnet.MOU | 0 | 0.17 | 0 | 4.52 | 0.00 | 0 | 0.00 | 0.00 | 0 | 13.40 |
| OG.Voice.Onnet.MOU | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.27 | 0 | 0.00 |
| OG.Voice.Intl.MOU | 0 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 | 0.00 | 0 | 0.00 |
| Total.Data.Volume..MB. | 0 | 138.34 | 0 | 168.53 | 0.00 | 0 | 835.90 | 0.02 | 0 | 327.42 |
| Data.Package.Volume..MB. | 0 | 113.05 | 0 | 0.00 | 0.00 | 0 | 820.66 | 0.00 | 0 | 326.19 |
The data we use here have the following descriptive statistics:
| min | 25 percent | median | mean | 75 percent | max | std | |
|---|---|---|---|---|---|---|---|
| Days.on.Network | 0.00 | 162 | 572.00 | 826.13 | 1271.00 | 2877.00 | 780.15 |
| Days.since.Last.Activity | 0.00 | 0 | 2.00 | 14.39 | 21.00 | 89.00 | 22.21 |
| Active.Days.on.NW.per.month | 0.00 | 0 | 4.00 | 10.56 | 22.00 | 31.00 | 11.77 |
| Account.Balance | -0.36 | 0 | 0.00 | 1.47 | 0.31 | 26916.13 | 123.59 |
| Current.Month.Rev | 0.00 | 0 | 1.00 | 10.58 | 10.29 | 12971.66 | 64.95 |
| OG.Voice.Onnet.Rev | 0.00 | 0 | 0.00 | 0.68 | 0.24 | 175.30 | 2.53 |
| No..of.OG.Voice.Onnet.Calls | 0.00 | 0 | 0.00 | 4.82 | 3.00 | 653.00 | 14.47 |
| OG.Voice.Offnet.Rev | 0.00 | 0 | 0.00 | 2.74 | 1.81 | 530.28 | 8.04 |
| No..of.OG.Voice.Offnet.Calls | 0.00 | 0 | 0.00 | 18.84 | 15.00 | 1304.00 | 47.89 |
| OG.Voice.Intl.Rev | 0.00 | 0 | 0.00 | 0.75 | 0.00 | 2719.44 | 11.00 |
| No..of.OG.Voice.Intl.Calls | 0.00 | 0 | 0.00 | 0.61 | 0.00 | 788.00 | 4.93 |
| OG.SMS.Onnet.Rev | 0.00 | 0 | 0.00 | 0.01 | 0.00 | 21.36 | 0.17 |
| Cnt.of.OG.SMS.Onnet | 0.00 | 0 | 0.00 | 0.18 | 0.00 | 534.00 | 2.66 |
| OG.SMS.Offnet.Rev | 0.00 | 0 | 0.00 | 0.05 | 0.00 | 130.97 | 0.60 |
| Cnt.of.OG.SMS.Offnet | 0.00 | 0 | 0.00 | 0.65 | 0.00 | 2620.00 | 9.56 |
| OG.SMS.Intl.Rev | 0.00 | 0 | 0.00 | 0.02 | 0.00 | 113.40 | 0.65 |
| Cnt.of.OG.SMS.Intl.Rev | 0.00 | 0 | 0.00 | 0.05 | 0.00 | 326.00 | 1.70 |
| PAYG.Data.Rev | 0.00 | 0 | 0.00 | 1.04 | 0.01 | 537.69 | 5.49 |
| PAYG.Data.Volume..MB. | 0.00 | 0 | 0.00 | 5.28 | 0.00 | 2644.12 | 29.23 |
| IC.Offnet.Voice.MOU | 0.00 | 0 | 0.88 | 35.28 | 28.65 | 3933.86 | 91.19 |
| Cnt.of.IC.Offnet.Voice.Call | 0.00 | 0 | 1.00 | 25.74 | 24.00 | 1716.00 | 59.41 |
| IC.Intl.Voice.MOU | 0.00 | 0 | 0.00 | 1.20 | 0.00 | 1476.28 | 11.86 |
| Cnt.of.IC.Intl.Voice.Call | 0.00 | 0 | 0.00 | 0.40 | 0.00 | 526.00 | 3.35 |
| Cnt.IC.Offnet.SMS | 0.00 | 0 | 0.00 | 5.22 | 4.00 | 2015.00 | 17.49 |
| Cnt.IC.Intl.SMS | 0.00 | 0 | 0.00 | 0.67 | 0.00 | 2133.00 | 10.41 |
| Total.Recharge.Value | 0.00 | 0 | 1.00 | 10.31 | 10.00 | 12975.00 | 64.45 |
| Total.Recharge.Cnt | 0.00 | 0 | 1.00 | 4.13 | 5.00 | 4639.00 | 22.42 |
| Blackberry.Package.Rev | 0.00 | 0 | 0.00 | 0.00 | 0.00 | 28.00 | 0.20 |
| Blackberry.Package.Subscription.Cnt | 0.00 | 0 | 0.00 | 0.00 | 0.00 | 27.00 | 0.17 |
| SOS.Credit.Rev | 0.00 | 0 | 0.00 | 0.35 | 0.06 | 28.72 | 1.22 |
| Other.VAS.Package.Rev | 0.00 | 0 | 0.00 | 0.05 | 0.00 | 44.44 | 0.62 |
| Other.VAS.Package.Subscription.Cnt | 0.00 | 0 | 0.00 | 0.45 | 0.00 | 404.00 | 5.67 |
| Data.Package.Rev | 0.00 | 0 | 0.00 | 2.97 | 0.00 | 499.00 | 11.78 |
| Data.Package.Subscription.Cnt | 0.00 | 0 | 0.00 | 1.43 | 0.00 | 168.00 | 5.32 |
| MTC.VAS.Rev | 0.00 | 0 | 0.00 | 0.50 | 0.00 | 91.69 | 2.07 |
| MTC.VAS.Subscription.Cnt | 0.00 | 0 | 0.00 | 1.76 | 0.00 | 275.00 | 7.33 |
| IVR.Shortcode.Rev | 0.00 | 0 | 0.00 | 0.00 | 0.00 | 5.46 | 0.03 |
| IVR.Shortcode.Call.Cnt | 0.00 | 0 | 0.00 | 0.00 | 0.00 | 44.00 | 0.17 |
| AppGame.Rev | 0.00 | 0 | 0.00 | 0.09 | 0.00 | 39.00 | 0.63 |
| AppGame.Cnt | 0.00 | 0 | 0.00 | 0.47 | 0.00 | 137.00 | 3.16 |
| Outroaming.Rev | 0.00 | 0 | 0.00 | 0.07 | 0.00 | 1695.98 | 6.19 |
| Voice.Package.Rev | 0.00 | 0 | 0.00 | 0.29 | 0.00 | 120.00 | 2.49 |
| Voice.Package.Susbcription.Cnt | 0.00 | 0 | 0.00 | 0.21 | 0.00 | 67.00 | 1.85 |
| SMS.Package.Rev | 0.00 | 0 | 0.00 | 0.00 | 0.00 | 71.00 | 0.20 |
| SMS.Package.Subscription.Cnt | 0.00 | 0 | 0.00 | 0.00 | 0.00 | 71.00 | 0.23 |
| Outroaming.Activity.Cnt | 0.00 | 0 | 0.00 | 0.03 | 0.00 | 201.00 | 1.17 |
| Outroaming.MOU | 0.00 | 0 | 0.00 | 0.06 | 0.00 | 258.50 | 2.11 |
| SOS.Data.Package.Rev | 0.00 | 0 | 0.00 | 0.01 | 0.00 | 10.87 | 0.14 |
| Airtime.Gift.Cnt | 0.00 | 0 | 0.00 | 0.02 | 0.00 | 37.00 | 0.23 |
| OG.Airtime.Gift.Amnt | 0.00 | 0 | 0.00 | 0.04 | 0.00 | 336.16 | 1.88 |
| IC.Airtime.Gift.Amnt | 0.00 | 0 | 0.00 | 0.03 | 0.00 | 315.00 | 1.44 |
| OG.Voice.Offnet.MOU | 0.00 | 0 | 0.23 | 39.20 | 33.80 | 3339.20 | 97.76 |
| OG.Voice.Onnet.MOU | 0.00 | 0 | 0.00 | 23.62 | 7.30 | 5836.62 | 127.30 |
| OG.Voice.Intl.MOU | 0.00 | 0 | 0.00 | 1.55 | 0.00 | 1805.22 | 18.26 |
| Total.Data.Volume..MB. | 0.00 | 0 | 0.00 | 268.97 | 2.48 | 518011.83 | 1893.60 |
| Data.Package.Volume..MB. | 0.00 | 0 | 0.00 | 194.70 | 0.00 | 168529.79 | 1121.61 |
This is the correlation matrix of the customer responses to the 56 attitude questions - which are the only questions that we will use for the segmentation (see the case):
| Days.on.Network | Days.since.Last.Activity | Active.Days.on.NW.per.month | Account.Balance | Current.Month.Rev | OG.Voice.Onnet.Rev | No..of.OG.Voice.Onnet.Calls | OG.Voice.Offnet.Rev | No..of.OG.Voice.Offnet.Calls | OG.Voice.Intl.Rev | No..of.OG.Voice.Intl.Calls | OG.SMS.Onnet.Rev | Cnt.of.OG.SMS.Onnet | OG.SMS.Offnet.Rev | Cnt.of.OG.SMS.Offnet | OG.SMS.Intl.Rev | Cnt.of.OG.SMS.Intl.Rev | PAYG.Data.Rev | PAYG.Data.Volume..MB. | IC.Offnet.Voice.MOU | Cnt.of.IC.Offnet.Voice.Call | IC.Intl.Voice.MOU | Cnt.of.IC.Intl.Voice.Call | Cnt.IC.Offnet.SMS | Cnt.IC.Intl.SMS | Total.Recharge.Value | Total.Recharge.Cnt | Blackberry.Package.Rev | Blackberry.Package.Subscription.Cnt | SOS.Credit.Rev | Other.VAS.Package.Rev | Other.VAS.Package.Subscription.Cnt | Data.Package.Rev | Data.Package.Subscription.Cnt | MTC.VAS.Rev | MTC.VAS.Subscription.Cnt | IVR.Shortcode.Rev | IVR.Shortcode.Call.Cnt | AppGame.Rev | AppGame.Cnt | Outroaming.Rev | Voice.Package.Rev | Voice.Package.Susbcription.Cnt | SMS.Package.Rev | SMS.Package.Subscription.Cnt | Outroaming.Activity.Cnt | Outroaming.MOU | SOS.Data.Package.Rev | Airtime.Gift.Cnt | OG.Airtime.Gift.Amnt | IC.Airtime.Gift.Amnt | OG.Voice.Offnet.MOU | OG.Voice.Onnet.MOU | OG.Voice.Intl.MOU | Total.Data.Volume..MB. | Data.Package.Volume..MB. | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Days.on.Network | 1.00 | -0.23 | 0.19 | 0.00 | 0.04 | 0.09 | 0.15 | 0.12 | 0.16 | 0.02 | 0.04 | 0.00 | 0.01 | 0.02 | 0.03 | 0.01 | 0.01 | 0.04 | 0.06 | 0.14 | 0.16 | 0.05 | 0.06 | 0.09 | 0.02 | 0.04 | 0.02 | 0.00 | 0.00 | 0.10 | 0.05 | 0.05 | 0.02 | -0.01 | 0.17 | 0.20 | 0.01 | 0.01 | 0.01 | 0.02 | 0.01 | 0.02 | 0.01 | 0.00 | 0.00 | 0.01 | 0.01 | 0.03 | -0.04 | 0.00 | 0.01 | 0.12 | 0.07 | 0.03 | 0.01 | 0.02 |
| Days.since.Last.Activity | -0.23 | 1.00 | -0.53 | -0.01 | -0.10 | -0.17 | -0.21 | -0.21 | -0.24 | -0.04 | -0.07 | -0.04 | -0.04 | -0.05 | -0.04 | -0.02 | -0.02 | -0.12 | -0.11 | -0.24 | -0.27 | -0.06 | -0.07 | -0.18 | -0.04 | -0.10 | -0.11 | -0.01 | -0.01 | -0.18 | -0.05 | -0.05 | -0.16 | -0.16 | -0.15 | -0.15 | -0.01 | -0.02 | -0.08 | -0.09 | -0.01 | -0.07 | -0.07 | 0.00 | -0.01 | -0.02 | -0.01 | -0.05 | -0.02 | -0.01 | -0.01 | -0.25 | -0.12 | -0.05 | -0.09 | -0.11 |
| Active.Days.on.NW.per.month | 0.19 | -0.53 | 1.00 | 0.01 | 0.22 | 0.35 | 0.43 | 0.45 | 0.51 | 0.08 | 0.15 | 0.09 | 0.09 | 0.11 | 0.09 | 0.05 | 0.04 | 0.26 | 0.26 | 0.50 | 0.56 | 0.13 | 0.15 | 0.35 | 0.08 | 0.22 | 0.23 | 0.02 | 0.02 | 0.38 | 0.09 | 0.10 | 0.36 | 0.37 | 0.32 | 0.32 | 0.02 | 0.03 | 0.16 | 0.17 | 0.01 | 0.16 | 0.16 | 0.01 | 0.02 | 0.02 | 0.01 | 0.13 | -0.01 | 0.01 | 0.03 | 0.54 | 0.26 | 0.11 | 0.21 | 0.26 |
| Account.Balance | 0.00 | -0.01 | 0.01 | 1.00 | 0.92 | 0.00 | 0.00 | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.92 | 0.94 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.01 | 0.00 | 0.00 | 0.00 | 0.01 | 0.00 | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 |
| Current.Month.Rev | 0.04 | -0.10 | 0.22 | 0.92 | 1.00 | 0.17 | 0.15 | 0.25 | 0.20 | 0.22 | 0.19 | 0.05 | 0.05 | 0.10 | 0.07 | 0.06 | 0.06 | 0.21 | 0.22 | 0.21 | 0.23 | 0.10 | 0.14 | 0.15 | 0.05 | 0.99 | 0.95 | 0.00 | 0.00 | 0.19 | 0.03 | 0.03 | 0.25 | 0.16 | 0.14 | 0.14 | 0.01 | 0.01 | 0.05 | 0.05 | 0.12 | 0.07 | 0.06 | 0.01 | 0.01 | 0.09 | 0.06 | 0.09 | 0.00 | 0.01 | 0.04 | 0.26 | 0.09 | 0.16 | 0.16 | 0.20 |
| OG.Voice.Onnet.Rev | 0.09 | -0.17 | 0.35 | 0.00 | 0.17 | 1.00 | 0.78 | 0.47 | 0.43 | 0.12 | 0.13 | 0.17 | 0.16 | 0.11 | 0.08 | 0.04 | 0.03 | 0.15 | 0.15 | 0.32 | 0.36 | 0.08 | 0.11 | 0.23 | 0.04 | 0.16 | 0.12 | 0.00 | 0.00 | 0.33 | 0.03 | 0.03 | 0.08 | 0.05 | 0.17 | 0.17 | 0.04 | 0.03 | 0.08 | 0.10 | 0.15 | 0.03 | 0.03 | 0.00 | 0.00 | 0.11 | 0.08 | 0.05 | 0.01 | 0.02 | 0.03 | 0.42 | 0.27 | 0.10 | 0.05 | 0.08 |
| No..of.OG.Voice.Onnet.Calls | 0.15 | -0.21 | 0.43 | 0.00 | 0.15 | 0.78 | 1.00 | 0.48 | 0.58 | 0.08 | 0.14 | 0.18 | 0.20 | 0.09 | 0.09 | 0.04 | 0.03 | 0.15 | 0.16 | 0.35 | 0.45 | 0.09 | 0.12 | 0.27 | 0.05 | 0.15 | 0.13 | 0.00 | 0.00 | 0.39 | 0.05 | 0.05 | 0.07 | 0.05 | 0.21 | 0.22 | 0.03 | 0.04 | 0.10 | 0.12 | 0.01 | 0.02 | 0.02 | 0.00 | 0.00 | 0.02 | 0.01 | 0.05 | 0.01 | 0.01 | 0.03 | 0.43 | 0.21 | 0.08 | 0.04 | 0.07 |
| OG.Voice.Offnet.Rev | 0.12 | -0.21 | 0.45 | 0.01 | 0.25 | 0.47 | 0.48 | 1.00 | 0.85 | 0.12 | 0.17 | 0.11 | 0.11 | 0.26 | 0.18 | 0.07 | 0.05 | 0.25 | 0.24 | 0.60 | 0.65 | 0.14 | 0.14 | 0.41 | 0.08 | 0.23 | 0.16 | 0.00 | 0.00 | 0.50 | 0.06 | 0.05 | 0.14 | 0.08 | 0.26 | 0.26 | 0.03 | 0.04 | 0.10 | 0.12 | 0.25 | 0.04 | 0.03 | 0.01 | 0.01 | 0.18 | 0.13 | 0.09 | 0.01 | 0.02 | 0.04 | 0.86 | 0.15 | 0.13 | 0.09 | 0.14 |
| No..of.OG.Voice.Offnet.Calls | 0.16 | -0.24 | 0.51 | 0.00 | 0.20 | 0.43 | 0.58 | 0.85 | 1.00 | 0.07 | 0.16 | 0.09 | 0.10 | 0.17 | 0.16 | 0.06 | 0.05 | 0.22 | 0.22 | 0.58 | 0.72 | 0.12 | 0.14 | 0.42 | 0.07 | 0.20 | 0.16 | 0.00 | 0.01 | 0.53 | 0.07 | 0.07 | 0.12 | 0.07 | 0.28 | 0.28 | 0.03 | 0.03 | 0.11 | 0.13 | 0.02 | 0.03 | 0.03 | 0.01 | 0.01 | 0.02 | 0.01 | 0.08 | 0.01 | 0.02 | 0.03 | 0.78 | 0.13 | 0.10 | 0.07 | 0.12 |
| OG.Voice.Intl.Rev | 0.02 | -0.04 | 0.08 | 0.00 | 0.22 | 0.12 | 0.08 | 0.12 | 0.07 | 1.00 | 0.76 | 0.03 | 0.02 | 0.06 | 0.03 | 0.09 | 0.12 | 0.09 | 0.07 | 0.08 | 0.10 | 0.23 | 0.43 | 0.06 | 0.05 | 0.21 | 0.07 | 0.00 | 0.00 | 0.06 | 0.01 | 0.01 | 0.05 | 0.01 | 0.05 | 0.06 | 0.00 | 0.00 | 0.02 | 0.02 | 0.22 | 0.01 | 0.01 | 0.00 | 0.00 | 0.19 | 0.11 | 0.01 | 0.00 | 0.00 | 0.06 | 0.10 | 0.03 | 0.55 | 0.03 | 0.05 |
| No..of.OG.Voice.Intl.Calls | 0.04 | -0.07 | 0.15 | 0.00 | 0.19 | 0.13 | 0.14 | 0.17 | 0.16 | 0.76 | 1.00 | 0.04 | 0.04 | 0.05 | 0.04 | 0.14 | 0.15 | 0.10 | 0.10 | 0.13 | 0.16 | 0.29 | 0.45 | 0.10 | 0.07 | 0.19 | 0.09 | 0.00 | 0.00 | 0.14 | 0.02 | 0.02 | 0.07 | 0.03 | 0.09 | 0.10 | 0.01 | 0.01 | 0.03 | 0.04 | 0.10 | 0.02 | 0.02 | 0.00 | 0.00 | 0.14 | 0.08 | 0.03 | 0.01 | 0.01 | 0.04 | 0.16 | 0.04 | 0.59 | 0.04 | 0.06 |
| OG.SMS.Onnet.Rev | 0.00 | -0.04 | 0.09 | 0.00 | 0.05 | 0.17 | 0.18 | 0.11 | 0.09 | 0.03 | 0.04 | 1.00 | 0.86 | 0.25 | 0.21 | 0.03 | 0.03 | 0.06 | 0.06 | 0.10 | 0.11 | 0.02 | 0.03 | 0.14 | 0.10 | 0.05 | 0.03 | 0.01 | 0.01 | 0.09 | 0.01 | 0.01 | 0.05 | 0.04 | 0.06 | 0.05 | 0.00 | 0.00 | 0.04 | 0.02 | 0.06 | 0.02 | 0.03 | 0.03 | 0.10 | 0.04 | 0.04 | 0.02 | 0.01 | 0.02 | 0.01 | 0.11 | 0.07 | 0.05 | 0.03 | 0.04 |
| Cnt.of.OG.SMS.Onnet | 0.01 | -0.04 | 0.09 | 0.00 | 0.05 | 0.16 | 0.20 | 0.11 | 0.10 | 0.02 | 0.04 | 0.86 | 1.00 | 0.26 | 0.29 | 0.03 | 0.03 | 0.07 | 0.07 | 0.10 | 0.11 | 0.02 | 0.03 | 0.14 | 0.11 | 0.05 | 0.03 | 0.00 | 0.00 | 0.10 | 0.01 | 0.01 | 0.05 | 0.03 | 0.07 | 0.06 | 0.00 | 0.00 | 0.03 | 0.02 | 0.01 | 0.02 | 0.02 | 0.03 | 0.10 | 0.00 | 0.00 | 0.03 | 0.02 | 0.02 | 0.01 | 0.10 | 0.07 | 0.04 | 0.03 | 0.05 |
| OG.SMS.Offnet.Rev | 0.02 | -0.05 | 0.11 | 0.00 | 0.10 | 0.11 | 0.09 | 0.26 | 0.17 | 0.06 | 0.05 | 0.25 | 0.26 | 1.00 | 0.88 | 0.06 | 0.04 | 0.10 | 0.10 | 0.19 | 0.19 | 0.04 | 0.05 | 0.39 | 0.30 | 0.09 | 0.04 | 0.01 | 0.01 | 0.12 | 0.02 | 0.02 | 0.08 | 0.04 | 0.09 | 0.09 | 0.00 | 0.01 | 0.04 | 0.03 | 0.23 | 0.02 | 0.02 | 0.06 | 0.06 | 0.14 | 0.13 | 0.04 | 0.01 | 0.01 | 0.02 | 0.21 | 0.04 | 0.05 | 0.05 | 0.07 |
| Cnt.of.OG.SMS.Offnet | 0.03 | -0.04 | 0.09 | 0.00 | 0.07 | 0.08 | 0.09 | 0.18 | 0.16 | 0.03 | 0.04 | 0.21 | 0.29 | 0.88 | 1.00 | 0.05 | 0.05 | 0.09 | 0.10 | 0.16 | 0.16 | 0.03 | 0.04 | 0.35 | 0.32 | 0.07 | 0.03 | 0.00 | 0.00 | 0.10 | 0.01 | 0.01 | 0.07 | 0.03 | 0.09 | 0.09 | 0.00 | 0.01 | 0.03 | 0.02 | 0.02 | 0.02 | 0.01 | 0.03 | 0.03 | 0.02 | 0.01 | 0.04 | 0.01 | 0.02 | 0.02 | 0.17 | 0.04 | 0.04 | 0.05 | 0.06 |
| OG.SMS.Intl.Rev | 0.01 | -0.02 | 0.05 | 0.00 | 0.06 | 0.04 | 0.04 | 0.07 | 0.06 | 0.09 | 0.14 | 0.03 | 0.03 | 0.06 | 0.05 | 1.00 | 0.94 | 0.07 | 0.06 | 0.05 | 0.06 | 0.08 | 0.08 | 0.05 | 0.22 | 0.06 | 0.02 | 0.00 | 0.00 | 0.07 | 0.00 | 0.00 | 0.05 | 0.02 | 0.04 | 0.04 | 0.00 | 0.00 | 0.01 | 0.01 | 0.03 | 0.01 | 0.00 | 0.00 | 0.00 | 0.04 | 0.03 | 0.03 | 0.00 | 0.00 | 0.00 | 0.06 | 0.01 | 0.10 | 0.03 | 0.04 |
| Cnt.of.OG.SMS.Intl.Rev | 0.01 | -0.02 | 0.04 | 0.00 | 0.06 | 0.03 | 0.03 | 0.05 | 0.05 | 0.12 | 0.15 | 0.03 | 0.03 | 0.04 | 0.05 | 0.94 | 1.00 | 0.06 | 0.06 | 0.04 | 0.05 | 0.07 | 0.08 | 0.05 | 0.22 | 0.06 | 0.02 | 0.00 | 0.00 | 0.07 | 0.00 | 0.00 | 0.04 | 0.02 | 0.05 | 0.04 | 0.00 | 0.00 | 0.01 | 0.01 | 0.01 | 0.01 | 0.00 | 0.00 | 0.00 | 0.03 | 0.02 | 0.03 | 0.00 | 0.00 | 0.00 | 0.05 | 0.01 | 0.09 | 0.03 | 0.04 |
| PAYG.Data.Rev | 0.04 | -0.12 | 0.26 | 0.01 | 0.21 | 0.15 | 0.15 | 0.25 | 0.22 | 0.09 | 0.10 | 0.06 | 0.07 | 0.10 | 0.09 | 0.07 | 0.06 | 1.00 | 0.82 | 0.26 | 0.28 | 0.10 | 0.12 | 0.20 | 0.05 | 0.19 | 0.11 | 0.00 | 0.00 | 0.30 | 0.03 | 0.03 | 0.25 | 0.17 | 0.20 | 0.18 | 0.00 | 0.01 | 0.05 | 0.06 | 0.03 | 0.05 | 0.04 | 0.00 | 0.01 | 0.03 | 0.02 | 0.14 | 0.00 | 0.02 | 0.08 | 0.27 | 0.06 | 0.10 | 0.16 | 0.26 |
| PAYG.Data.Volume..MB. | 0.06 | -0.11 | 0.26 | 0.00 | 0.22 | 0.15 | 0.16 | 0.24 | 0.22 | 0.07 | 0.10 | 0.06 | 0.07 | 0.10 | 0.10 | 0.06 | 0.06 | 0.82 | 1.00 | 0.28 | 0.28 | 0.09 | 0.11 | 0.20 | 0.05 | 0.20 | 0.12 | 0.00 | 0.00 | 0.32 | 0.02 | 0.02 | 0.38 | 0.31 | 0.20 | 0.17 | 0.00 | 0.00 | 0.04 | 0.05 | 0.03 | 0.08 | 0.06 | 0.00 | 0.00 | 0.03 | 0.02 | 0.24 | 0.01 | 0.02 | 0.08 | 0.25 | 0.08 | 0.08 | 0.23 | 0.38 |
| IC.Offnet.Voice.MOU | 0.14 | -0.24 | 0.50 | 0.00 | 0.21 | 0.32 | 0.35 | 0.60 | 0.58 | 0.08 | 0.13 | 0.10 | 0.10 | 0.19 | 0.16 | 0.05 | 0.04 | 0.26 | 0.28 | 1.00 | 0.86 | 0.19 | 0.20 | 0.49 | 0.10 | 0.21 | 0.16 | 0.01 | 0.01 | 0.43 | 0.06 | 0.06 | 0.28 | 0.22 | 0.28 | 0.27 | 0.02 | 0.03 | 0.11 | 0.11 | 0.04 | 0.16 | 0.14 | 0.01 | 0.01 | 0.05 | 0.04 | 0.14 | 0.00 | 0.02 | 0.04 | 0.69 | 0.22 | 0.12 | 0.18 | 0.25 |
| Cnt.of.IC.Offnet.Voice.Call | 0.16 | -0.27 | 0.56 | 0.00 | 0.23 | 0.36 | 0.45 | 0.65 | 0.72 | 0.10 | 0.16 | 0.11 | 0.11 | 0.19 | 0.16 | 0.06 | 0.05 | 0.28 | 0.28 | 0.86 | 1.00 | 0.18 | 0.22 | 0.54 | 0.10 | 0.22 | 0.18 | 0.01 | 0.01 | 0.51 | 0.08 | 0.08 | 0.26 | 0.22 | 0.34 | 0.32 | 0.02 | 0.03 | 0.13 | 0.14 | 0.04 | 0.17 | 0.16 | 0.01 | 0.01 | 0.05 | 0.03 | 0.14 | 0.00 | 0.02 | 0.04 | 0.73 | 0.23 | 0.12 | 0.16 | 0.24 |
| IC.Intl.Voice.MOU | 0.05 | -0.06 | 0.13 | 0.00 | 0.10 | 0.08 | 0.09 | 0.14 | 0.12 | 0.23 | 0.29 | 0.02 | 0.02 | 0.04 | 0.03 | 0.08 | 0.07 | 0.10 | 0.09 | 0.19 | 0.18 | 1.00 | 0.70 | 0.09 | 0.07 | 0.09 | 0.05 | 0.00 | 0.00 | 0.09 | 0.02 | 0.02 | 0.07 | 0.04 | 0.09 | 0.09 | 0.01 | 0.01 | 0.03 | 0.03 | 0.03 | 0.04 | 0.03 | 0.00 | 0.00 | 0.05 | 0.04 | 0.03 | 0.01 | 0.01 | 0.01 | 0.16 | 0.05 | 0.25 | 0.04 | 0.05 |
| Cnt.of.IC.Intl.Voice.Call | 0.06 | -0.07 | 0.15 | 0.00 | 0.14 | 0.11 | 0.12 | 0.14 | 0.14 | 0.43 | 0.45 | 0.03 | 0.03 | 0.05 | 0.04 | 0.08 | 0.08 | 0.12 | 0.11 | 0.20 | 0.22 | 0.70 | 1.00 | 0.11 | 0.08 | 0.13 | 0.06 | 0.00 | 0.00 | 0.11 | 0.02 | 0.02 | 0.07 | 0.05 | 0.11 | 0.12 | 0.00 | 0.00 | 0.04 | 0.04 | 0.05 | 0.04 | 0.03 | 0.00 | 0.00 | 0.08 | 0.05 | 0.04 | 0.01 | 0.01 | 0.02 | 0.18 | 0.06 | 0.28 | 0.05 | 0.06 |
| Cnt.IC.Offnet.SMS | 0.09 | -0.18 | 0.35 | 0.00 | 0.15 | 0.23 | 0.27 | 0.41 | 0.42 | 0.06 | 0.10 | 0.14 | 0.14 | 0.39 | 0.35 | 0.05 | 0.05 | 0.20 | 0.20 | 0.49 | 0.54 | 0.09 | 0.11 | 1.00 | 0.28 | 0.15 | 0.12 | 0.01 | 0.01 | 0.33 | 0.05 | 0.05 | 0.17 | 0.15 | 0.19 | 0.19 | 0.01 | 0.02 | 0.11 | 0.12 | 0.03 | 0.11 | 0.10 | 0.02 | 0.05 | 0.03 | 0.02 | 0.09 | 0.00 | 0.02 | 0.02 | 0.46 | 0.16 | 0.08 | 0.11 | 0.14 |
| Cnt.IC.Intl.SMS | 0.02 | -0.04 | 0.08 | 0.00 | 0.05 | 0.04 | 0.05 | 0.08 | 0.07 | 0.05 | 0.07 | 0.10 | 0.11 | 0.30 | 0.32 | 0.22 | 0.22 | 0.05 | 0.05 | 0.10 | 0.10 | 0.07 | 0.08 | 0.28 | 1.00 | 0.05 | 0.04 | 0.00 | 0.00 | 0.08 | 0.01 | 0.01 | 0.07 | 0.07 | 0.09 | 0.06 | 0.00 | 0.00 | 0.03 | 0.02 | 0.00 | 0.05 | 0.04 | 0.27 | 0.26 | 0.01 | 0.01 | 0.04 | 0.01 | 0.02 | 0.01 | 0.09 | 0.09 | 0.05 | 0.04 | 0.05 |
| Total.Recharge.Value | 0.04 | -0.10 | 0.22 | 0.92 | 0.99 | 0.16 | 0.15 | 0.23 | 0.20 | 0.21 | 0.19 | 0.05 | 0.05 | 0.09 | 0.07 | 0.06 | 0.06 | 0.19 | 0.20 | 0.21 | 0.22 | 0.09 | 0.13 | 0.15 | 0.05 | 1.00 | 0.96 | 0.00 | 0.00 | 0.19 | 0.03 | 0.03 | 0.24 | 0.16 | 0.14 | 0.13 | 0.01 | 0.01 | 0.05 | 0.05 | 0.07 | 0.07 | 0.06 | 0.01 | 0.01 | 0.06 | 0.05 | 0.09 | 0.01 | 0.02 | 0.01 | 0.25 | 0.09 | 0.16 | 0.16 | 0.19 |
| Total.Recharge.Cnt | 0.02 | -0.11 | 0.23 | 0.94 | 0.95 | 0.12 | 0.13 | 0.16 | 0.16 | 0.07 | 0.09 | 0.03 | 0.03 | 0.04 | 0.03 | 0.02 | 0.02 | 0.11 | 0.12 | 0.16 | 0.18 | 0.05 | 0.06 | 0.12 | 0.04 | 0.96 | 1.00 | 0.01 | 0.01 | 0.17 | 0.03 | 0.03 | 0.17 | 0.20 | 0.10 | 0.10 | 0.01 | 0.01 | 0.06 | 0.05 | 0.00 | 0.09 | 0.09 | 0.00 | 0.01 | 0.01 | 0.00 | 0.07 | 0.00 | 0.00 | 0.00 | 0.19 | 0.09 | 0.06 | 0.09 | 0.12 |
| Blackberry.Package.Rev | 0.00 | -0.01 | 0.02 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.01 | 0.00 | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.01 | 0.01 | 0.00 | 0.00 | 0.01 | 0.00 | 0.00 | 0.01 | 1.00 | 0.80 | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.04 | 0.05 | 0.00 | 0.00 | 0.00 | 0.00 | 0.01 | 0.01 |
| Blackberry.Package.Subscription.Cnt | 0.00 | -0.01 | 0.02 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.01 | 0.00 | 0.00 | 0.01 | 0.00 | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.01 | 0.01 | 0.00 | 0.00 | 0.01 | 0.00 | 0.00 | 0.01 | 0.80 | 1.00 | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.03 | 0.05 |
| SOS.Credit.Rev | 0.10 | -0.18 | 0.38 | 0.00 | 0.19 | 0.33 | 0.39 | 0.50 | 0.53 | 0.06 | 0.14 | 0.09 | 0.10 | 0.12 | 0.10 | 0.07 | 0.07 | 0.30 | 0.32 | 0.43 | 0.51 | 0.09 | 0.11 | 0.33 | 0.08 | 0.19 | 0.17 | 0.01 | 0.01 | 1.00 | 0.10 | 0.10 | 0.19 | 0.18 | 0.31 | 0.30 | 0.01 | 0.02 | 0.12 | 0.13 | 0.01 | 0.10 | 0.10 | 0.01 | 0.01 | 0.02 | 0.01 | 0.24 | 0.00 | 0.00 | 0.01 | 0.51 | 0.13 | 0.09 | 0.11 | 0.18 |
| Other.VAS.Package.Rev | 0.05 | -0.05 | 0.09 | 0.00 | 0.03 | 0.03 | 0.05 | 0.06 | 0.07 | 0.01 | 0.02 | 0.01 | 0.01 | 0.02 | 0.01 | 0.00 | 0.00 | 0.03 | 0.02 | 0.06 | 0.08 | 0.02 | 0.02 | 0.05 | 0.01 | 0.03 | 0.03 | 0.00 | 0.00 | 0.10 | 1.00 | 1.00 | 0.00 | 0.00 | 0.08 | 0.08 | 0.00 | 0.00 | 0.05 | 0.05 | 0.00 | 0.02 | 0.02 | 0.00 | 0.01 | 0.00 | 0.00 | 0.02 | 0.00 | 0.00 | 0.00 | 0.06 | 0.01 | 0.02 | 0.00 | 0.00 |
| Other.VAS.Package.Subscription.Cnt | 0.05 | -0.05 | 0.10 | 0.00 | 0.03 | 0.03 | 0.05 | 0.05 | 0.07 | 0.01 | 0.02 | 0.01 | 0.01 | 0.02 | 0.01 | 0.00 | 0.00 | 0.03 | 0.02 | 0.06 | 0.08 | 0.02 | 0.02 | 0.05 | 0.01 | 0.03 | 0.03 | 0.00 | 0.00 | 0.10 | 1.00 | 1.00 | 0.00 | 0.00 | 0.08 | 0.08 | 0.00 | 0.00 | 0.05 | 0.05 | 0.00 | 0.02 | 0.02 | 0.00 | 0.01 | 0.00 | 0.00 | 0.02 | 0.00 | 0.00 | 0.00 | 0.06 | 0.01 | 0.02 | 0.00 | 0.00 |
| Data.Package.Rev | 0.02 | -0.16 | 0.36 | 0.00 | 0.25 | 0.08 | 0.07 | 0.14 | 0.12 | 0.05 | 0.07 | 0.05 | 0.05 | 0.08 | 0.07 | 0.05 | 0.04 | 0.25 | 0.38 | 0.28 | 0.26 | 0.07 | 0.07 | 0.17 | 0.07 | 0.24 | 0.17 | 0.00 | 0.00 | 0.19 | 0.00 | 0.00 | 1.00 | 0.67 | 0.15 | 0.13 | 0.00 | 0.01 | 0.03 | 0.02 | 0.00 | 0.04 | 0.04 | 0.01 | 0.01 | 0.01 | 0.01 | 0.20 | 0.00 | 0.03 | 0.03 | 0.25 | 0.09 | 0.08 | 0.61 | 0.68 |
| Data.Package.Subscription.Cnt | -0.01 | -0.16 | 0.37 | 0.00 | 0.16 | 0.05 | 0.05 | 0.08 | 0.07 | 0.01 | 0.03 | 0.04 | 0.03 | 0.04 | 0.03 | 0.02 | 0.02 | 0.17 | 0.31 | 0.22 | 0.22 | 0.04 | 0.05 | 0.15 | 0.07 | 0.16 | 0.20 | 0.00 | 0.00 | 0.18 | 0.00 | 0.00 | 0.67 | 1.00 | 0.10 | 0.08 | 0.00 | 0.00 | 0.04 | 0.02 | 0.00 | 0.06 | 0.06 | 0.00 | 0.01 | 0.00 | 0.00 | 0.17 | -0.01 | 0.01 | 0.01 | 0.18 | 0.15 | 0.03 | 0.30 | 0.41 |
| MTC.VAS.Rev | 0.17 | -0.15 | 0.32 | 0.00 | 0.14 | 0.17 | 0.21 | 0.26 | 0.28 | 0.05 | 0.09 | 0.06 | 0.07 | 0.09 | 0.09 | 0.04 | 0.05 | 0.20 | 0.20 | 0.28 | 0.34 | 0.09 | 0.11 | 0.19 | 0.09 | 0.14 | 0.10 | 0.00 | 0.00 | 0.31 | 0.08 | 0.08 | 0.15 | 0.10 | 1.00 | 0.90 | 0.01 | 0.01 | 0.09 | 0.10 | 0.01 | 0.05 | 0.05 | 0.10 | 0.10 | 0.01 | 0.01 | 0.10 | 0.00 | 0.01 | 0.02 | 0.30 | 0.08 | 0.07 | 0.10 | 0.14 |
| MTC.VAS.Subscription.Cnt | 0.20 | -0.15 | 0.32 | 0.01 | 0.14 | 0.17 | 0.22 | 0.26 | 0.28 | 0.06 | 0.10 | 0.05 | 0.06 | 0.09 | 0.09 | 0.04 | 0.04 | 0.18 | 0.17 | 0.27 | 0.32 | 0.09 | 0.12 | 0.19 | 0.06 | 0.13 | 0.10 | 0.00 | 0.00 | 0.30 | 0.08 | 0.08 | 0.13 | 0.08 | 0.90 | 1.00 | 0.02 | 0.02 | 0.09 | 0.11 | 0.01 | 0.04 | 0.04 | 0.05 | 0.06 | 0.02 | 0.01 | 0.08 | 0.01 | 0.01 | 0.01 | 0.29 | 0.07 | 0.07 | 0.08 | 0.11 |
| IVR.Shortcode.Rev | 0.01 | -0.01 | 0.02 | 0.00 | 0.01 | 0.04 | 0.03 | 0.03 | 0.03 | 0.00 | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.02 | 0.02 | 0.01 | 0.00 | 0.01 | 0.00 | 0.01 | 0.01 | 0.00 | 0.00 | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.01 | 0.02 | 1.00 | 0.74 | 0.08 | 0.06 | 0.00 | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.03 | 0.02 | 0.01 | 0.01 | 0.00 |
| IVR.Shortcode.Call.Cnt | 0.01 | -0.02 | 0.03 | 0.00 | 0.01 | 0.03 | 0.04 | 0.04 | 0.03 | 0.00 | 0.01 | 0.00 | 0.00 | 0.01 | 0.01 | 0.00 | 0.00 | 0.01 | 0.00 | 0.03 | 0.03 | 0.01 | 0.00 | 0.02 | 0.00 | 0.01 | 0.01 | 0.00 | 0.00 | 0.02 | 0.00 | 0.00 | 0.01 | 0.00 | 0.01 | 0.02 | 0.74 | 1.00 | 0.06 | 0.07 | 0.00 | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.04 | 0.02 | 0.01 | 0.01 | 0.00 |
| AppGame.Rev | 0.01 | -0.08 | 0.16 | 0.00 | 0.05 | 0.08 | 0.10 | 0.10 | 0.11 | 0.02 | 0.03 | 0.04 | 0.03 | 0.04 | 0.03 | 0.01 | 0.01 | 0.05 | 0.04 | 0.11 | 0.13 | 0.03 | 0.04 | 0.11 | 0.03 | 0.05 | 0.06 | 0.00 | 0.00 | 0.12 | 0.05 | 0.05 | 0.03 | 0.04 | 0.09 | 0.09 | 0.08 | 0.06 | 1.00 | 0.78 | 0.01 | 0.04 | 0.04 | 0.00 | 0.01 | 0.00 | 0.00 | 0.02 | 0.00 | 0.00 | 0.02 | 0.12 | 0.05 | 0.02 | 0.02 | 0.03 |
| AppGame.Cnt | 0.02 | -0.09 | 0.17 | 0.00 | 0.05 | 0.10 | 0.12 | 0.12 | 0.13 | 0.02 | 0.04 | 0.02 | 0.02 | 0.03 | 0.02 | 0.01 | 0.01 | 0.06 | 0.05 | 0.11 | 0.14 | 0.03 | 0.04 | 0.12 | 0.02 | 0.05 | 0.05 | 0.00 | 0.00 | 0.13 | 0.05 | 0.05 | 0.02 | 0.02 | 0.10 | 0.11 | 0.06 | 0.07 | 0.78 | 1.00 | 0.01 | 0.02 | 0.02 | 0.00 | 0.00 | 0.01 | 0.00 | 0.01 | 0.00 | 0.00 | 0.01 | 0.13 | 0.03 | 0.02 | 0.01 | 0.02 |
| Outroaming.Rev | 0.01 | -0.01 | 0.01 | 0.01 | 0.12 | 0.15 | 0.01 | 0.25 | 0.02 | 0.22 | 0.10 | 0.06 | 0.01 | 0.23 | 0.02 | 0.03 | 0.01 | 0.03 | 0.03 | 0.04 | 0.04 | 0.03 | 0.05 | 0.03 | 0.00 | 0.07 | 0.00 | 0.00 | 0.00 | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.01 | 0.01 | 0.00 | 0.00 | 0.01 | 0.01 | 1.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.69 | 0.49 | 0.01 | 0.00 | 0.00 | 0.00 | 0.04 | 0.00 | 0.07 | 0.00 | 0.01 |
| Voice.Package.Rev | 0.02 | -0.07 | 0.16 | 0.00 | 0.07 | 0.03 | 0.02 | 0.04 | 0.03 | 0.01 | 0.02 | 0.02 | 0.02 | 0.02 | 0.02 | 0.01 | 0.01 | 0.05 | 0.08 | 0.16 | 0.17 | 0.04 | 0.04 | 0.11 | 0.05 | 0.07 | 0.09 | 0.00 | 0.00 | 0.10 | 0.02 | 0.02 | 0.04 | 0.06 | 0.05 | 0.04 | 0.01 | 0.01 | 0.04 | 0.02 | 0.00 | 1.00 | 0.91 | 0.00 | 0.01 | 0.01 | 0.00 | 0.05 | 0.00 | 0.00 | 0.00 | 0.18 | 0.36 | 0.02 | 0.06 | 0.09 |
| Voice.Package.Susbcription.Cnt | 0.01 | -0.07 | 0.16 | 0.00 | 0.06 | 0.03 | 0.02 | 0.03 | 0.03 | 0.01 | 0.02 | 0.03 | 0.02 | 0.02 | 0.01 | 0.00 | 0.00 | 0.04 | 0.06 | 0.14 | 0.16 | 0.03 | 0.03 | 0.10 | 0.04 | 0.06 | 0.09 | 0.00 | 0.00 | 0.10 | 0.02 | 0.02 | 0.04 | 0.06 | 0.05 | 0.04 | 0.00 | 0.00 | 0.04 | 0.02 | 0.00 | 0.91 | 1.00 | 0.00 | 0.01 | 0.01 | 0.00 | 0.05 | 0.00 | 0.00 | 0.00 | 0.16 | 0.36 | 0.02 | 0.05 | 0.07 |
| SMS.Package.Rev | 0.00 | 0.00 | 0.01 | 0.00 | 0.01 | 0.00 | 0.00 | 0.01 | 0.01 | 0.00 | 0.00 | 0.03 | 0.03 | 0.06 | 0.03 | 0.00 | 0.00 | 0.00 | 0.00 | 0.01 | 0.01 | 0.00 | 0.00 | 0.02 | 0.27 | 0.01 | 0.00 | 0.00 | 0.00 | 0.01 | 0.00 | 0.00 | 0.01 | 0.00 | 0.10 | 0.05 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 1.00 | 0.87 | 0.00 | 0.00 | 0.02 | 0.00 | 0.01 | 0.00 | 0.01 | 0.00 | 0.00 | 0.01 | 0.01 |
| SMS.Package.Subscription.Cnt | 0.00 | -0.01 | 0.02 | 0.00 | 0.01 | 0.00 | 0.00 | 0.01 | 0.01 | 0.00 | 0.00 | 0.10 | 0.10 | 0.06 | 0.03 | 0.00 | 0.00 | 0.01 | 0.00 | 0.01 | 0.01 | 0.00 | 0.00 | 0.05 | 0.26 | 0.01 | 0.01 | 0.00 | 0.00 | 0.01 | 0.01 | 0.01 | 0.01 | 0.01 | 0.10 | 0.06 | 0.00 | 0.00 | 0.01 | 0.00 | 0.00 | 0.01 | 0.01 | 0.87 | 1.00 | 0.00 | 0.00 | 0.02 | 0.01 | 0.01 | 0.00 | 0.01 | 0.01 | 0.00 | 0.01 | 0.01 |
| Outroaming.Activity.Cnt | 0.01 | -0.02 | 0.02 | 0.01 | 0.09 | 0.11 | 0.02 | 0.18 | 0.02 | 0.19 | 0.14 | 0.04 | 0.00 | 0.14 | 0.02 | 0.04 | 0.03 | 0.03 | 0.03 | 0.05 | 0.05 | 0.05 | 0.08 | 0.03 | 0.01 | 0.06 | 0.01 | 0.00 | 0.00 | 0.02 | 0.00 | 0.00 | 0.01 | 0.00 | 0.01 | 0.02 | 0.00 | 0.00 | 0.00 | 0.01 | 0.69 | 0.01 | 0.01 | 0.00 | 0.00 | 1.00 | 0.84 | 0.00 | 0.00 | 0.00 | 0.01 | 0.04 | 0.00 | 0.09 | 0.01 | 0.01 |
| Outroaming.MOU | 0.01 | -0.01 | 0.01 | 0.00 | 0.06 | 0.08 | 0.01 | 0.13 | 0.01 | 0.11 | 0.08 | 0.04 | 0.00 | 0.13 | 0.01 | 0.03 | 0.02 | 0.02 | 0.02 | 0.04 | 0.03 | 0.04 | 0.05 | 0.02 | 0.01 | 0.05 | 0.00 | 0.00 | 0.00 | 0.01 | 0.00 | 0.00 | 0.01 | 0.00 | 0.01 | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.49 | 0.00 | 0.00 | 0.00 | 0.00 | 0.84 | 1.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.03 | 0.00 | 0.06 | 0.00 | 0.01 |
| SOS.Data.Package.Rev | 0.03 | -0.05 | 0.13 | 0.00 | 0.09 | 0.05 | 0.05 | 0.09 | 0.08 | 0.01 | 0.03 | 0.02 | 0.03 | 0.04 | 0.04 | 0.03 | 0.03 | 0.14 | 0.24 | 0.14 | 0.14 | 0.03 | 0.04 | 0.09 | 0.04 | 0.09 | 0.07 | 0.00 | 0.00 | 0.24 | 0.02 | 0.02 | 0.20 | 0.17 | 0.10 | 0.08 | 0.00 | 0.00 | 0.02 | 0.01 | 0.01 | 0.05 | 0.05 | 0.02 | 0.02 | 0.00 | 0.00 | 1.00 | 0.00 | 0.01 | 0.01 | 0.11 | 0.04 | 0.03 | 0.12 | 0.20 |
| Airtime.Gift.Cnt | -0.04 | -0.02 | -0.01 | 0.00 | 0.00 | 0.01 | 0.01 | 0.01 | 0.01 | 0.00 | 0.01 | 0.01 | 0.02 | 0.01 | 0.01 | 0.00 | 0.00 | 0.00 | 0.01 | 0.00 | 0.00 | 0.01 | 0.01 | 0.00 | 0.01 | 0.01 | 0.00 | 0.04 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | -0.01 | 0.00 | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.01 | 0.00 | 0.00 | 0.00 | 1.00 | 0.61 | 0.01 | 0.01 | 0.01 | 0.00 | 0.00 | 0.00 |
| OG.Airtime.Gift.Amnt | 0.00 | -0.01 | 0.01 | 0.01 | 0.01 | 0.02 | 0.01 | 0.02 | 0.02 | 0.00 | 0.01 | 0.02 | 0.02 | 0.01 | 0.02 | 0.00 | 0.00 | 0.02 | 0.02 | 0.02 | 0.02 | 0.01 | 0.01 | 0.02 | 0.02 | 0.02 | 0.00 | 0.05 | 0.00 | 0.00 | 0.00 | 0.00 | 0.03 | 0.01 | 0.01 | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.01 | 0.01 | 0.00 | 0.00 | 0.01 | 0.61 | 1.00 | 0.01 | 0.02 | 0.02 | 0.01 | 0.01 | 0.01 |
| IC.Airtime.Gift.Amnt | 0.01 | -0.01 | 0.03 | 0.00 | 0.04 | 0.03 | 0.03 | 0.04 | 0.03 | 0.06 | 0.04 | 0.01 | 0.01 | 0.02 | 0.02 | 0.00 | 0.00 | 0.08 | 0.08 | 0.04 | 0.04 | 0.01 | 0.02 | 0.02 | 0.01 | 0.01 | 0.00 | 0.00 | 0.00 | 0.01 | 0.00 | 0.00 | 0.03 | 0.01 | 0.02 | 0.01 | 0.00 | 0.00 | 0.02 | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.01 | 0.00 | 0.01 | 0.01 | 0.01 | 1.00 | 0.06 | 0.02 | 0.03 | 0.03 | 0.03 |
| OG.Voice.Offnet.MOU | 0.12 | -0.25 | 0.54 | 0.01 | 0.26 | 0.42 | 0.43 | 0.86 | 0.78 | 0.10 | 0.16 | 0.11 | 0.10 | 0.21 | 0.17 | 0.06 | 0.05 | 0.27 | 0.25 | 0.69 | 0.73 | 0.16 | 0.18 | 0.46 | 0.09 | 0.25 | 0.19 | 0.00 | 0.00 | 0.51 | 0.06 | 0.06 | 0.25 | 0.18 | 0.30 | 0.29 | 0.03 | 0.04 | 0.12 | 0.13 | 0.04 | 0.18 | 0.16 | 0.01 | 0.01 | 0.04 | 0.03 | 0.11 | 0.01 | 0.02 | 0.06 | 1.00 | 0.26 | 0.15 | 0.16 | 0.22 |
| OG.Voice.Onnet.MOU | 0.07 | -0.12 | 0.26 | 0.00 | 0.09 | 0.27 | 0.21 | 0.15 | 0.13 | 0.03 | 0.04 | 0.07 | 0.07 | 0.04 | 0.04 | 0.01 | 0.01 | 0.06 | 0.08 | 0.22 | 0.23 | 0.05 | 0.06 | 0.16 | 0.09 | 0.09 | 0.09 | 0.00 | 0.00 | 0.13 | 0.01 | 0.01 | 0.09 | 0.15 | 0.08 | 0.07 | 0.02 | 0.02 | 0.05 | 0.03 | 0.00 | 0.36 | 0.36 | 0.00 | 0.01 | 0.00 | 0.00 | 0.04 | 0.01 | 0.02 | 0.02 | 0.26 | 1.00 | 0.04 | 0.08 | 0.09 |
| OG.Voice.Intl.MOU | 0.03 | -0.05 | 0.11 | 0.00 | 0.16 | 0.10 | 0.08 | 0.13 | 0.10 | 0.55 | 0.59 | 0.05 | 0.04 | 0.05 | 0.04 | 0.10 | 0.09 | 0.10 | 0.08 | 0.12 | 0.12 | 0.25 | 0.28 | 0.08 | 0.05 | 0.16 | 0.06 | 0.00 | 0.00 | 0.09 | 0.02 | 0.02 | 0.08 | 0.03 | 0.07 | 0.07 | 0.01 | 0.01 | 0.02 | 0.02 | 0.07 | 0.02 | 0.02 | 0.00 | 0.00 | 0.09 | 0.06 | 0.03 | 0.00 | 0.01 | 0.03 | 0.15 | 0.04 | 1.00 | 0.05 | 0.06 |
| Total.Data.Volume..MB. | 0.01 | -0.09 | 0.21 | 0.00 | 0.16 | 0.05 | 0.04 | 0.09 | 0.07 | 0.03 | 0.04 | 0.03 | 0.03 | 0.05 | 0.05 | 0.03 | 0.03 | 0.16 | 0.23 | 0.18 | 0.16 | 0.04 | 0.05 | 0.11 | 0.04 | 0.16 | 0.09 | 0.01 | 0.03 | 0.11 | 0.00 | 0.00 | 0.61 | 0.30 | 0.10 | 0.08 | 0.01 | 0.01 | 0.02 | 0.01 | 0.00 | 0.06 | 0.05 | 0.01 | 0.01 | 0.01 | 0.00 | 0.12 | 0.00 | 0.01 | 0.03 | 0.16 | 0.08 | 0.05 | 1.00 | 0.59 |
| Data.Package.Volume..MB. | 0.02 | -0.11 | 0.26 | 0.00 | 0.20 | 0.08 | 0.07 | 0.14 | 0.12 | 0.05 | 0.06 | 0.04 | 0.05 | 0.07 | 0.06 | 0.04 | 0.04 | 0.26 | 0.38 | 0.25 | 0.24 | 0.05 | 0.06 | 0.14 | 0.05 | 0.19 | 0.12 | 0.01 | 0.05 | 0.18 | 0.00 | 0.00 | 0.68 | 0.41 | 0.14 | 0.11 | 0.00 | 0.00 | 0.03 | 0.02 | 0.01 | 0.09 | 0.07 | 0.01 | 0.01 | 0.01 | 0.01 | 0.20 | 0.00 | 0.01 | 0.03 | 0.22 | 0.09 | 0.06 | 0.59 | 1.00 |
The dataset recorded all possible types of usage that can be made by a customer. The data allows us to understand the underlying behavior of the customer by doing a factor analysis. The factors will identify the behaviors of customers based on their usage pattern.
Let’s look at the variance explained as well as the eigenvalues :
| Eigenvalue | Pct of explained variance | Cumulative pct of explained variance | |
|---|---|---|---|
| Component 1 | 8.09 | 14.45 | 14.45 |
| Component 2 | 3.58 | 6.40 | 20.85 |
| Component 3 | 2.95 | 5.27 | 26.12 |
| Component 4 | 2.64 | 4.72 | 30.84 |
| Component 5 | 2.49 | 4.44 | 35.28 |
| Component 6 | 2.24 | 4.01 | 39.29 |
| Component 7 | 2.09 | 3.72 | 43.01 |
| Component 8 | 2.01 | 3.60 | 46.61 |
| Component 9 | 1.88 | 3.36 | 49.97 |
| Component 10 | 1.85 | 3.31 | 53.28 |
| Component 11 | 1.83 | 3.27 | 56.55 |
| Component 12 | 1.81 | 3.23 | 59.78 |
| Component 13 | 1.62 | 2.89 | 62.66 |
| Component 14 | 1.60 | 2.86 | 65.52 |
| Component 15 | 1.57 | 2.80 | 68.32 |
| Component 16 | 1.53 | 2.73 | 71.05 |
| Component 17 | 1.40 | 2.50 | 73.54 |
| Component 18 | 1.17 | 2.09 | 75.64 |
| Component 19 | 1.15 | 2.05 | 77.69 |
| Component 20 | 1.04 | 1.86 | 79.54 |
| Component 21 | 1.00 | 1.79 | 81.33 |
| Component 22 | 0.93 | 1.66 | 82.99 |
| Component 23 | 0.87 | 1.55 | 84.54 |
| Component 24 | 0.77 | 1.37 | 85.92 |
| Component 25 | 0.68 | 1.22 | 87.14 |
| Component 26 | 0.65 | 1.16 | 88.29 |
| Component 27 | 0.60 | 1.07 | 89.37 |
| Component 28 | 0.57 | 1.02 | 90.39 |
| Component 29 | 0.53 | 0.94 | 91.33 |
| Component 30 | 0.49 | 0.87 | 92.20 |
| Component 31 | 0.44 | 0.79 | 92.99 |
| Component 32 | 0.39 | 0.70 | 93.69 |
| Component 33 | 0.38 | 0.69 | 94.38 |
| Component 34 | 0.33 | 0.59 | 94.97 |
| Component 35 | 0.27 | 0.48 | 95.44 |
| Component 36 | 0.26 | 0.46 | 95.91 |
| Component 37 | 0.25 | 0.45 | 96.36 |
| Component 38 | 0.22 | 0.39 | 96.75 |
| Component 39 | 0.21 | 0.38 | 97.14 |
| Component 40 | 0.21 | 0.38 | 97.52 |
| Component 41 | 0.19 | 0.33 | 97.85 |
| Component 42 | 0.16 | 0.28 | 98.13 |
| Component 43 | 0.15 | 0.27 | 98.40 |
| Component 44 | 0.14 | 0.25 | 98.65 |
| Component 45 | 0.13 | 0.23 | 98.88 |
| Component 46 | 0.12 | 0.21 | 99.09 |
| Component 47 | 0.11 | 0.19 | 99.28 |
| Component 48 | 0.09 | 0.17 | 99.45 |
| Component 49 | 0.08 | 0.15 | 99.60 |
| Component 50 | 0.07 | 0.13 | 99.73 |
| Component 51 | 0.06 | 0.11 | 99.85 |
| Component 52 | 0.06 | 0.10 | 99.95 |
| Component 53 | 0.02 | 0.03 | 99.98 |
| Component 54 | 0.01 | 0.01 | 99.99 |
| Component 55 | 0.00 | 0.01 | 100.00 |
| Component 56 | 0.00 | 0.00 | 100.00 |
Based on the outcome of the factor analysis, we chose to move ahead with the 1st 21 factors, which explained more than 80% of the data.
Let’s now see how the factors look like:
To better visualize them, we will use what is called a “rotation”. In this case we selected the varimax rotation. For our data, the 21 selected factors look as follows after this rotation:
| Comp.1 | Comp.2 | Comp.3 | Comp.4 | Comp.5 | Comp.6 | Comp.7 | Comp.8 | Comp.9 | Comp.10 | Comp.11 | Comp.12 | Comp.13 | Comp.14 | Comp.15 | Comp.16 | Comp.17 | Comp.18 | Comp.19 | Comp.20 | Comp.21 | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| No..of.OG.Voice.Offnet.Calls | 0.87 | 0.06 | -0.03 | -0.02 | 0.05 | 0.03 | -0.07 | 0.01 | 0.02 | 0.00 | 0.04 | 0.01 | 0.07 | 0.00 | 0.03 | 0.01 | 0.22 | 0.00 | 0.00 | 0.08 | 0.01 |
| OG.Voice.Offnet.MOU | 0.87 | 0.08 | 0.12 | 0.01 | 0.07 | 0.06 | 0.11 | 0.01 | 0.01 | 0.00 | 0.04 | 0.02 | 0.07 | 0.00 | 0.03 | 0.02 | 0.12 | 0.04 | 0.01 | 0.04 | 0.05 |
| OG.Voice.Offnet.Rev | 0.86 | 0.07 | 0.00 | 0.18 | 0.07 | 0.07 | -0.05 | 0.00 | 0.01 | 0.00 | 0.06 | 0.02 | 0.05 | 0.00 | 0.01 | 0.02 | 0.20 | -0.01 | 0.01 | 0.00 | 0.03 |
| Cnt.of.IC.Offnet.Voice.Call | 0.85 | 0.06 | 0.15 | 0.00 | 0.03 | 0.06 | 0.11 | 0.03 | 0.01 | 0.00 | 0.06 | 0.03 | 0.11 | 0.00 | 0.04 | 0.00 | 0.03 | 0.11 | 0.01 | 0.13 | 0.00 |
| IC.Offnet.Voice.MOU | 0.80 | 0.05 | 0.18 | 0.01 | 0.01 | 0.07 | 0.11 | 0.01 | 0.00 | 0.00 | 0.06 | 0.04 | 0.06 | 0.00 | 0.02 | 0.01 | -0.03 | 0.13 | 0.01 | 0.10 | 0.01 |
| SOS.Credit.Rev | 0.57 | 0.06 | 0.07 | -0.03 | 0.06 | 0.00 | 0.05 | 0.07 | 0.05 | 0.00 | 0.27 | 0.03 | 0.19 | 0.01 | 0.07 | -0.01 | 0.17 | -0.03 | -0.01 | 0.01 | -0.21 |
| Cnt.IC.Offnet.SMS | 0.54 | 0.03 | 0.08 | -0.02 | 0.02 | 0.44 | 0.08 | 0.01 | 0.01 | 0.03 | 0.06 | 0.03 | 0.01 | 0.01 | 0.07 | 0.00 | 0.00 | 0.03 | 0.00 | 0.10 | -0.03 |
| Active.Days.on.NW.per.month | 0.50 | 0.08 | 0.30 | -0.02 | 0.06 | 0.01 | 0.13 | 0.05 | 0.01 | 0.01 | 0.06 | 0.03 | 0.10 | 0.01 | 0.13 | 0.00 | 0.18 | 0.04 | 0.00 | 0.52 | -0.03 |
| No..of.OG.Voice.Onnet.Calls | 0.42 | 0.04 | -0.01 | -0.03 | 0.04 | 0.00 | -0.02 | 0.02 | 0.01 | -0.01 | 0.05 | 0.12 | 0.07 | 0.00 | 0.04 | 0.01 | 0.79 | 0.02 | 0.00 | 0.11 | -0.01 |
| OG.Voice.Onnet.Rev | 0.34 | 0.05 | 0.01 | 0.10 | 0.06 | 0.02 | 0.02 | 0.01 | 0.00 | 0.00 | 0.05 | 0.08 | 0.04 | 0.00 | 0.03 | 0.02 | 0.84 | 0.02 | 0.01 | 0.04 | 0.01 |
| MTC.VAS.Rev | 0.23 | 0.04 | 0.08 | 0.00 | 0.03 | 0.04 | 0.02 | 0.03 | 0.02 | 0.07 | 0.07 | 0.02 | 0.92 | 0.00 | 0.04 | 0.00 | 0.04 | 0.03 | 0.00 | 0.10 | -0.02 |
| MTC.VAS.Subscription.Cnt | 0.22 | 0.04 | 0.05 | 0.00 | 0.03 | 0.03 | 0.01 | 0.04 | 0.01 | 0.02 | 0.06 | 0.01 | 0.93 | 0.00 | 0.05 | 0.00 | 0.05 | 0.04 | 0.00 | 0.12 | -0.01 |
| PAYG.Data.Rev | 0.19 | 0.06 | 0.12 | 0.01 | 0.04 | 0.04 | 0.01 | 0.01 | 0.02 | 0.00 | 0.89 | 0.02 | 0.06 | 0.00 | 0.02 | 0.00 | 0.04 | 0.05 | 0.00 | 0.05 | 0.06 |
| PAYG.Data.Volume..MB. | 0.18 | 0.06 | 0.27 | 0.01 | 0.03 | 0.04 | 0.02 | 0.00 | 0.02 | -0.01 | 0.88 | 0.02 | 0.05 | 0.00 | 0.01 | 0.00 | 0.04 | 0.04 | 0.01 | 0.04 | -0.01 |
| OG.SMS.Offnet.Rev | 0.16 | 0.02 | 0.02 | 0.16 | 0.02 | 0.90 | -0.01 | 0.01 | -0.02 | 0.00 | 0.03 | 0.14 | 0.02 | 0.00 | 0.00 | 0.00 | 0.00 | -0.01 | 0.00 | -0.01 | 0.01 |
| Current.Month.Rev | 0.15 | 0.96 | 0.13 | 0.07 | 0.13 | 0.03 | 0.02 | 0.01 | 0.02 | 0.00 | 0.10 | 0.01 | 0.05 | 0.00 | 0.01 | 0.00 | 0.05 | 0.03 | 0.00 | 0.01 | 0.01 |
| Total.Recharge.Value | 0.15 | 0.96 | 0.13 | 0.03 | 0.12 | 0.03 | 0.02 | 0.01 | 0.02 | 0.00 | 0.07 | 0.01 | 0.05 | 0.00 | 0.01 | 0.00 | 0.04 | 0.03 | 0.01 | 0.02 | -0.01 |
| Data.Package.Rev | 0.13 | 0.08 | 0.89 | 0.00 | 0.03 | 0.03 | -0.01 | -0.01 | 0.02 | 0.01 | 0.12 | 0.02 | 0.04 | -0.01 | 0.00 | 0.00 | 0.00 | 0.02 | 0.01 | 0.06 | -0.03 |
| Cnt.of.OG.SMS.Offnet | 0.12 | 0.01 | 0.02 | -0.01 | 0.01 | 0.92 | -0.01 | 0.00 | -0.01 | -0.04 | 0.03 | 0.14 | 0.04 | 0.00 | -0.01 | 0.00 | 0.01 | -0.01 | 0.01 | 0.00 | 0.01 |
| Data.Package.Volume..MB. | 0.12 | 0.05 | 0.80 | 0.00 | 0.03 | 0.02 | 0.04 | 0.00 | 0.01 | 0.00 | 0.16 | 0.01 | 0.06 | 0.03 | -0.01 | 0.00 | 0.01 | 0.00 | 0.00 | -0.05 | 0.00 |
| IC.Intl.Voice.MOU | 0.11 | 0.02 | 0.02 | 0.01 | 0.14 | 0.01 | 0.02 | 0.01 | 0.03 | 0.00 | 0.04 | 0.01 | 0.02 | 0.00 | 0.00 | 0.00 | 0.01 | 0.91 | 0.00 | 0.02 | -0.01 |
| Cnt.of.IC.Intl.Voice.Call | 0.11 | 0.04 | 0.03 | 0.03 | 0.32 | 0.02 | 0.02 | 0.00 | 0.03 | 0.00 | 0.04 | 0.00 | 0.05 | 0.00 | 0.01 | 0.00 | 0.04 | 0.85 | 0.00 | 0.03 | 0.00 |
| Total.Recharge.Cnt | 0.11 | 0.97 | 0.08 | -0.02 | 0.01 | 0.00 | 0.06 | 0.01 | 0.00 | 0.00 | 0.02 | 0.01 | 0.01 | 0.00 | 0.03 | 0.00 | 0.04 | 0.01 | 0.00 | 0.06 | -0.03 |
| No..of.OG.Voice.Intl.Calls | 0.10 | 0.06 | 0.01 | 0.05 | 0.87 | 0.01 | 0.00 | 0.00 | 0.08 | 0.00 | 0.03 | 0.00 | 0.03 | 0.00 | 0.01 | 0.00 | 0.05 | 0.18 | 0.01 | 0.03 | 0.00 |
| AppGame.Cnt | 0.10 | 0.01 | -0.01 | 0.00 | 0.01 | 0.01 | 0.00 | 0.02 | 0.00 | 0.00 | 0.02 | 0.00 | 0.05 | 0.00 | 0.93 | 0.03 | 0.03 | 0.01 | 0.00 | 0.02 | 0.00 |
| SOS.Data.Package.Rev | 0.10 | 0.02 | 0.18 | -0.01 | 0.03 | 0.01 | 0.04 | 0.01 | 0.02 | 0.03 | 0.31 | 0.01 | 0.04 | 0.00 | -0.01 | 0.00 | -0.03 | -0.04 | 0.01 | -0.01 | -0.45 |
| OG.Voice.Onnet.MOU | 0.10 | 0.02 | 0.12 | -0.02 | -0.01 | 0.06 | 0.55 | -0.01 | 0.00 | 0.02 | -0.03 | 0.00 | -0.01 | 0.00 | 0.01 | 0.01 | 0.40 | 0.05 | 0.02 | 0.10 | 0.03 |
| Data.Package.Subscription.Cnt | 0.09 | 0.07 | 0.69 | -0.01 | -0.02 | 0.01 | 0.05 | -0.01 | 0.00 | 0.01 | 0.10 | 0.01 | -0.04 | -0.02 | 0.03 | -0.01 | -0.01 | 0.02 | 0.00 | 0.18 | -0.12 |
| Voice.Package.Rev | 0.09 | 0.03 | 0.02 | 0.00 | 0.01 | 0.00 | 0.94 | 0.01 | 0.00 | 0.00 | 0.03 | 0.01 | 0.02 | 0.00 | 0.01 | 0.00 | -0.06 | 0.00 | 0.00 | 0.00 | -0.01 |
| OG.Voice.Intl.MOU | 0.09 | 0.04 | 0.04 | 0.01 | 0.80 | 0.02 | 0.01 | 0.01 | 0.03 | 0.00 | 0.02 | 0.03 | 0.02 | 0.00 | 0.00 | 0.01 | 0.00 | 0.07 | 0.00 | 0.01 | -0.01 |
| AppGame.Rev | 0.08 | 0.02 | 0.01 | 0.00 | 0.01 | 0.02 | 0.02 | 0.02 | 0.00 | 0.00 | 0.01 | 0.01 | 0.03 | 0.00 | 0.93 | 0.04 | 0.02 | 0.01 | 0.00 | 0.01 | 0.01 |
| Voice.Package.Susbcription.Cnt | 0.08 | 0.03 | 0.01 | 0.00 | 0.01 | 0.00 | 0.95 | 0.01 | 0.00 | 0.00 | 0.02 | 0.02 | 0.02 | 0.00 | 0.01 | 0.00 | -0.05 | 0.00 | -0.01 | 0.00 | -0.02 |
| Days.on.Network | 0.07 | 0.00 | -0.07 | 0.01 | 0.00 | 0.02 | -0.01 | 0.03 | 0.00 | -0.02 | 0.04 | -0.02 | 0.18 | 0.00 | -0.06 | 0.01 | 0.04 | 0.04 | -0.04 | 0.63 | 0.04 |
| OG.SMS.Onnet.Rev | 0.07 | 0.01 | 0.02 | 0.04 | 0.02 | 0.11 | 0.02 | 0.01 | 0.01 | 0.04 | 0.01 | 0.95 | 0.01 | 0.00 | 0.01 | 0.00 | 0.07 | 0.00 | 0.00 | 0.00 | 0.00 |
| Total.Data.Volume..MB. | 0.07 | 0.03 | 0.78 | 0.00 | 0.03 | 0.03 | 0.02 | 0.00 | 0.01 | -0.01 | 0.00 | 0.00 | 0.05 | 0.02 | -0.01 | 0.01 | 0.02 | 0.00 | 0.00 | -0.08 | 0.06 |
| Cnt.of.OG.SMS.Onnet | 0.06 | 0.01 | 0.02 | -0.02 | 0.01 | 0.16 | 0.01 | 0.00 | 0.01 | 0.03 | 0.03 | 0.94 | 0.02 | 0.00 | 0.00 | 0.00 | 0.08 | 0.00 | 0.01 | 0.00 | 0.00 |
| Other.VAS.Package.Rev | 0.05 | 0.01 | -0.01 | 0.00 | 0.00 | 0.01 | 0.00 | 1.00 | 0.00 | 0.00 | 0.01 | 0.00 | 0.03 | 0.00 | 0.02 | 0.00 | 0.01 | 0.01 | 0.00 | 0.03 | 0.00 |
| Other.VAS.Package.Subscription.Cnt | 0.05 | 0.01 | -0.01 | 0.00 | 0.00 | 0.01 | 0.00 | 1.00 | 0.00 | 0.00 | 0.01 | 0.00 | 0.03 | 0.00 | 0.02 | 0.00 | 0.01 | 0.01 | 0.00 | 0.03 | 0.00 |
| OG.SMS.Intl.Rev | 0.04 | 0.01 | 0.02 | 0.02 | 0.06 | 0.04 | 0.00 | 0.00 | 0.97 | 0.00 | 0.02 | 0.01 | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.03 | 0.00 | 0.00 | 0.00 |
| Outroaming.Rev | 0.04 | 0.03 | -0.01 | 0.81 | 0.10 | 0.08 | -0.01 | 0.00 | -0.01 | -0.01 | 0.01 | 0.00 | -0.01 | 0.00 | 0.00 | 0.00 | 0.05 | -0.02 | 0.00 | -0.02 | 0.00 |
| IC.Airtime.Gift.Amnt | 0.04 | 0.00 | 0.05 | -0.01 | 0.04 | 0.00 | 0.02 | 0.00 | 0.01 | 0.01 | 0.16 | 0.01 | 0.01 | 0.00 | 0.01 | 0.00 | -0.01 | -0.03 | 0.01 | 0.00 | 0.86 |
| OG.Voice.Intl.Rev | 0.03 | 0.07 | 0.01 | 0.14 | 0.87 | 0.02 | 0.00 | 0.00 | 0.04 | 0.00 | 0.02 | -0.01 | 0.01 | 0.00 | 0.00 | 0.00 | 0.04 | 0.14 | 0.00 | 0.01 | 0.03 |
| Cnt.of.OG.SMS.Intl.Rev | 0.03 | 0.01 | 0.01 | 0.01 | 0.08 | 0.03 | 0.00 | 0.00 | 0.97 | 0.00 | 0.02 | 0.01 | 0.02 | 0.00 | 0.00 | 0.00 | 0.00 | 0.02 | 0.00 | 0.00 | -0.01 |
| Cnt.IC.Intl.SMS | 0.03 | 0.01 | 0.05 | -0.04 | 0.02 | 0.51 | 0.06 | 0.00 | 0.29 | 0.38 | 0.00 | -0.02 | 0.00 | 0.00 | 0.02 | 0.00 | 0.05 | 0.08 | 0.02 | 0.04 | -0.02 |
| IVR.Shortcode.Call.Cnt | 0.03 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.03 | 0.93 | 0.01 | 0.00 | 0.00 | 0.01 | 0.00 |
| Outroaming.Activity.Cnt | 0.03 | 0.02 | 0.00 | 0.95 | 0.07 | 0.01 | 0.00 | 0.00 | 0.02 | 0.00 | 0.00 | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.01 | 0.03 | 0.00 | 0.01 | 0.00 |
| Outroaming.MOU | 0.02 | 0.01 | 0.00 | 0.88 | 0.01 | 0.00 | 0.01 | 0.00 | 0.02 | 0.00 | 0.00 | 0.01 | 0.01 | 0.00 | 0.00 | 0.00 | -0.01 | 0.04 | 0.00 | 0.02 | -0.01 |
| Blackberry.Package.Subscription.Cnt | 0.01 | 0.00 | 0.02 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.95 | 0.00 | 0.00 | 0.00 | 0.00 | -0.01 | 0.00 | 0.00 |
| IVR.Shortcode.Rev | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.04 | 0.93 | 0.02 | 0.00 | 0.00 | 0.01 | 0.00 |
| SMS.Package.Rev | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.03 | -0.01 | 0.00 | -0.02 | 0.95 | 0.00 | 0.00 | 0.04 | 0.00 | -0.01 | 0.00 | 0.00 | -0.01 | 0.00 | -0.01 | 0.00 |
| SMS.Package.Subscription.Cnt | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.03 | 0.00 | 0.00 | -0.02 | 0.95 | 0.00 | 0.08 | 0.04 | 0.00 | 0.00 | 0.00 | -0.01 | -0.01 | 0.00 | -0.01 | 0.00 |
| OG.Airtime.Gift.Amnt | 0.01 | 0.01 | 0.01 | 0.00 | 0.01 | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.01 | 0.01 | 0.00 | 0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.90 | 0.01 | 0.00 |
| Blackberry.Package.Rev | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.95 | 0.00 | 0.00 | 0.00 | 0.00 | 0.04 | 0.01 | 0.00 |
| Airtime.Gift.Cnt | 0.00 | 0.00 | -0.01 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.00 | 0.01 | 0.00 | 0.01 | 0.00 | 0.00 | 0.01 | 0.00 | 0.90 | -0.02 | 0.00 |
| Account.Balance | -0.05 | 0.99 | -0.06 | -0.01 | -0.05 | 0.00 | -0.02 | -0.01 | 0.00 | 0.00 | -0.04 | 0.00 | -0.01 | 0.00 | -0.01 | 0.00 | -0.02 | 0.00 | 0.00 | -0.01 | 0.01 |
| Days.since.Last.Activity | -0.21 | -0.03 | -0.11 | 0.00 | -0.04 | 0.00 | -0.04 | -0.01 | 0.00 | -0.01 | -0.01 | -0.03 | 0.03 | 0.00 | -0.07 | 0.00 | -0.04 | 0.01 | -0.03 | -0.80 | 0.02 |
To better visualize and interpret the factors we “suppressed” loadings with small values, e.g. with absolute values smaller than 0.5. In this case our factors look as follows after suppressing the small numbers:
| Comp.1 | Comp.2 | Comp.3 | Comp.4 | Comp.5 | Comp.6 | Comp.7 | Comp.8 | Comp.9 | Comp.10 | Comp.11 | Comp.12 | Comp.13 | Comp.14 | Comp.15 | Comp.16 | Comp.17 | Comp.18 | Comp.19 | Comp.20 | Comp.21 | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| No..of.OG.Voice.Offnet.Calls | 0.87 | ||||||||||||||||||||
| OG.Voice.Offnet.MOU | 0.87 | ||||||||||||||||||||
| OG.Voice.Offnet.Rev | 0.86 | ||||||||||||||||||||
| Cnt.of.IC.Offnet.Voice.Call | 0.85 | ||||||||||||||||||||
| IC.Offnet.Voice.MOU | 0.80 | ||||||||||||||||||||
| SOS.Credit.Rev | 0.57 | ||||||||||||||||||||
| Cnt.IC.Offnet.SMS | 0.54 | ||||||||||||||||||||
| Active.Days.on.NW.per.month | 0.50 | 0.52 | |||||||||||||||||||
| No..of.OG.Voice.Onnet.Calls | 0.79 | ||||||||||||||||||||
| OG.Voice.Onnet.Rev | 0.84 | ||||||||||||||||||||
| MTC.VAS.Rev | 0.92 | ||||||||||||||||||||
| MTC.VAS.Subscription.Cnt | 0.93 | ||||||||||||||||||||
| PAYG.Data.Rev | 0.89 | ||||||||||||||||||||
| PAYG.Data.Volume..MB. | 0.88 | ||||||||||||||||||||
| OG.SMS.Offnet.Rev | 0.90 | ||||||||||||||||||||
| Current.Month.Rev | 0.96 | ||||||||||||||||||||
| Total.Recharge.Value | 0.96 | ||||||||||||||||||||
| Data.Package.Rev | 0.89 | ||||||||||||||||||||
| Cnt.of.OG.SMS.Offnet | 0.92 | ||||||||||||||||||||
| Data.Package.Volume..MB. | 0.80 | ||||||||||||||||||||
| IC.Intl.Voice.MOU | 0.91 | ||||||||||||||||||||
| Cnt.of.IC.Intl.Voice.Call | 0.85 | ||||||||||||||||||||
| Total.Recharge.Cnt | 0.97 | ||||||||||||||||||||
| No..of.OG.Voice.Intl.Calls | 0.87 | ||||||||||||||||||||
| AppGame.Cnt | 0.93 | ||||||||||||||||||||
| SOS.Data.Package.Rev | |||||||||||||||||||||
| OG.Voice.Onnet.MOU | 0.55 | ||||||||||||||||||||
| Data.Package.Subscription.Cnt | 0.69 | ||||||||||||||||||||
| Voice.Package.Rev | 0.94 | ||||||||||||||||||||
| OG.Voice.Intl.MOU | 0.80 | ||||||||||||||||||||
| AppGame.Rev | 0.93 | ||||||||||||||||||||
| Voice.Package.Susbcription.Cnt | 0.95 | ||||||||||||||||||||
| Days.on.Network | 0.63 | ||||||||||||||||||||
| OG.SMS.Onnet.Rev | 0.95 | ||||||||||||||||||||
| Total.Data.Volume..MB. | 0.78 | ||||||||||||||||||||
| Cnt.of.OG.SMS.Onnet | 0.94 | ||||||||||||||||||||
| Other.VAS.Package.Rev | 1 | ||||||||||||||||||||
| Other.VAS.Package.Subscription.Cnt | 1 | ||||||||||||||||||||
| OG.SMS.Intl.Rev | 0.97 | ||||||||||||||||||||
| Outroaming.Rev | 0.81 | ||||||||||||||||||||
| IC.Airtime.Gift.Amnt | 0.86 | ||||||||||||||||||||
| OG.Voice.Intl.Rev | 0.87 | ||||||||||||||||||||
| Cnt.of.OG.SMS.Intl.Rev | 0.97 | ||||||||||||||||||||
| Cnt.IC.Intl.SMS | 0.51 | ||||||||||||||||||||
| IVR.Shortcode.Call.Cnt | 0.93 | ||||||||||||||||||||
| Outroaming.Activity.Cnt | 0.95 | ||||||||||||||||||||
| Outroaming.MOU | 0.88 | ||||||||||||||||||||
| Blackberry.Package.Subscription.Cnt | 0.95 | ||||||||||||||||||||
| IVR.Shortcode.Rev | 0.93 | ||||||||||||||||||||
| SMS.Package.Rev | 0.95 | ||||||||||||||||||||
| SMS.Package.Subscription.Cnt | 0.95 | ||||||||||||||||||||
| OG.Airtime.Gift.Amnt | 0.9 | ||||||||||||||||||||
| Blackberry.Package.Rev | 0.95 | ||||||||||||||||||||
| Airtime.Gift.Cnt | 0.9 | ||||||||||||||||||||
| Account.Balance | 0.99 | ||||||||||||||||||||
| Days.since.Last.Activity | -0.80 |
To understand if there was any redundancy between factors (i.e. high correlation) we took a look at correlation between the rotated factors
| Comp.1 | Comp.2 | Comp.3 | Comp.4 | Comp.5 | Comp.6 | Comp.7 | Comp.8 | Comp.9 | Comp.10 | Comp.11 | Comp.12 | Comp.13 | Comp.14 | Comp.15 | Comp.16 | Comp.17 | Comp.18 | Comp.19 | Comp.20 | Comp.21 | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Comp.1 | 1.00 | -0.03 | 0.07 | -0.11 | -0.04 | 0.05 | 0.00 | -0.06 | -0.11 | -0.14 | 0.11 | -0.03 | 0.16 | -0.13 | 0.02 | -0.11 | 0.34 | 0.00 | -0.12 | 0.31 | -0.07 |
| Comp.2 | -0.03 | 1.00 | 0.02 | -0.06 | 0.00 | -0.10 | -0.05 | -0.07 | -0.07 | -0.09 | -0.02 | -0.08 | -0.05 | -0.08 | -0.06 | -0.08 | -0.03 | -0.05 | -0.07 | 0.02 | -0.03 |
| Comp.3 | 0.07 | 0.02 | 1.00 | -0.13 | -0.08 | -0.07 | 0.00 | -0.11 | -0.07 | -0.09 | 0.22 | -0.07 | -0.01 | -0.07 | -0.07 | -0.09 | -0.09 | -0.06 | -0.08 | 0.11 | -0.09 |
| Comp.4 | -0.11 | -0.06 | -0.13 | 1.00 | 0.06 | -0.02 | -0.10 | -0.07 | -0.05 | -0.08 | -0.10 | -0.05 | -0.10 | -0.06 | -0.08 | -0.06 | -0.04 | -0.03 | -0.06 | -0.06 | 0.00 |
| Comp.5 | -0.04 | 0.00 | -0.08 | 0.06 | 1.00 | -0.09 | -0.10 | -0.08 | 0.05 | -0.09 | -0.05 | -0.08 | -0.05 | -0.08 | -0.07 | -0.08 | -0.01 | 0.30 | -0.07 | 0.01 | 0.01 |
| Comp.6 | 0.05 | -0.10 | -0.07 | -0.02 | -0.09 | 1.00 | -0.07 | -0.07 | 0.00 | 0.03 | -0.06 | 0.18 | -0.06 | -0.08 | -0.06 | -0.08 | -0.07 | -0.07 | -0.06 | -0.01 | -0.01 |
| Comp.7 | 0.00 | -0.05 | 0.00 | -0.10 | -0.10 | -0.07 | 1.00 | -0.06 | -0.07 | -0.06 | -0.06 | -0.05 | -0.06 | -0.06 | -0.03 | -0.06 | -0.03 | -0.04 | -0.06 | 0.06 | -0.03 |
| Comp.8 | -0.06 | -0.07 | -0.11 | -0.07 | -0.08 | -0.07 | -0.06 | 1.00 | -0.06 | -0.05 | -0.06 | -0.06 | 0.00 | -0.05 | -0.01 | -0.05 | -0.05 | -0.05 | -0.05 | 0.03 | -0.02 |
| Comp.9 | -0.11 | -0.07 | -0.07 | -0.05 | 0.05 | 0.00 | -0.07 | -0.06 | 1.00 | -0.02 | -0.05 | -0.06 | -0.06 | -0.05 | -0.06 | -0.06 | -0.07 | 0.00 | -0.05 | -0.03 | -0.03 |
| Comp.10 | -0.14 | -0.09 | -0.09 | -0.08 | -0.09 | 0.03 | -0.06 | -0.05 | -0.02 | 1.00 | -0.10 | 0.00 | 0.00 | -0.05 | -0.06 | -0.05 | -0.08 | -0.07 | -0.04 | -0.04 | -0.02 |
| Comp.11 | 0.11 | -0.02 | 0.22 | -0.10 | -0.05 | -0.06 | -0.06 | -0.06 | -0.05 | -0.10 | 1.00 | -0.05 | 0.05 | -0.08 | -0.05 | -0.09 | -0.01 | -0.03 | -0.07 | 0.06 | -0.04 |
| Comp.12 | -0.03 | -0.08 | -0.07 | -0.05 | -0.08 | 0.18 | -0.05 | -0.06 | -0.06 | 0.00 | -0.05 | 1.00 | -0.05 | -0.06 | -0.05 | -0.06 | 0.09 | -0.08 | -0.04 | -0.02 | -0.01 |
| Comp.13 | 0.16 | -0.05 | -0.01 | -0.10 | -0.05 | -0.06 | -0.06 | 0.00 | -0.06 | 0.00 | 0.05 | -0.05 | 1.00 | -0.07 | 0.01 | -0.08 | 0.03 | -0.02 | -0.08 | 0.18 | -0.06 |
| Comp.14 | -0.13 | -0.08 | -0.07 | -0.06 | -0.08 | -0.08 | -0.06 | -0.05 | -0.05 | -0.05 | -0.08 | -0.06 | -0.07 | 1.00 | -0.05 | -0.04 | -0.08 | -0.06 | -0.01 | -0.03 | 0.00 |
| Comp.15 | 0.02 | -0.06 | -0.07 | -0.08 | -0.07 | -0.06 | -0.03 | -0.01 | -0.06 | -0.06 | -0.05 | -0.05 | 0.01 | -0.05 | 1.00 | 0.02 | 0.00 | -0.05 | -0.05 | 0.05 | -0.01 |
| Comp.16 | -0.11 | -0.08 | -0.09 | -0.06 | -0.08 | -0.08 | -0.06 | -0.05 | -0.06 | -0.05 | -0.09 | -0.06 | -0.08 | -0.04 | 0.02 | 1.00 | -0.04 | -0.07 | -0.04 | -0.02 | 0.00 |
| Comp.17 | 0.34 | -0.03 | -0.09 | -0.04 | -0.01 | -0.07 | -0.03 | -0.05 | -0.07 | -0.08 | -0.01 | 0.09 | 0.03 | -0.08 | 0.00 | -0.04 | 1.00 | -0.04 | -0.06 | 0.17 | -0.02 |
| Comp.18 | 0.00 | -0.05 | -0.06 | -0.03 | 0.30 | -0.07 | -0.04 | -0.05 | 0.00 | -0.07 | -0.03 | -0.08 | -0.02 | -0.06 | -0.05 | -0.07 | -0.04 | 1.00 | -0.06 | 0.04 | -0.01 |
| Comp.19 | -0.12 | -0.07 | -0.08 | -0.06 | -0.07 | -0.06 | -0.06 | -0.05 | -0.05 | -0.04 | -0.07 | -0.04 | -0.08 | -0.01 | -0.05 | -0.04 | -0.06 | -0.06 | 1.00 | -0.04 | 0.00 |
| Comp.20 | 0.31 | 0.02 | 0.11 | -0.06 | 0.01 | -0.01 | 0.06 | 0.03 | -0.03 | -0.04 | 0.06 | -0.02 | 0.18 | -0.03 | 0.05 | -0.02 | 0.17 | 0.04 | -0.04 | 1.00 | -0.03 |
| Comp.21 | -0.07 | -0.03 | -0.09 | 0.00 | 0.01 | -0.01 | -0.03 | -0.02 | -0.03 | -0.02 | -0.04 | -0.01 | -0.06 | 0.00 | -0.01 | 0.00 | -0.02 | -0.01 | 0.00 | -0.03 | 1.00 |
Now we replace all initial variables used in this part with the factors scores, renaming the columns to reflect the new meanings of the factors we derived. The factor scores look like the following for the first customers in our dataset:
| Obs.01 | Obs.02 | Obs.03 | Obs.04 | Obs.05 | Obs.06 | Obs.07 | Obs.08 | Obs.09 | Obs.10 | |
|---|---|---|---|---|---|---|---|---|---|---|
| Offnet Voice + SMS ( < 55%) 1 | -0.47 | -0.37 | -0.53 | -0.37 | -0.35 | -0.32 | -0.47 | -0.40 | -0.33 | -0.09 |
| Recharge 2 | -0.07 | -0.06 | -0.07 | -0.03 | -0.06 | -0.05 | 0.00 | -0.05 | -0.06 | -0.05 |
| Data Packages 3 | -0.27 | -0.05 | -0.33 | 0.14 | -0.18 | -0.17 | 0.54 | -0.16 | -0.18 | 0.17 |
| Out Roaming 4 | 0.02 | 0.00 | 0.03 | -0.01 | 0.00 | -0.01 | 0.01 | 0.00 | -0.01 | -0.02 |
| OG Intl Voice 5 | -0.04 | -0.06 | -0.05 | -0.04 | -0.05 | -0.07 | -0.06 | -0.02 | -0.06 | -0.07 |
| OG Offnet SMS + Intl IC SMS ( < 55%) 6 | 0.00 | -0.04 | 0.02 | -0.04 | -0.01 | 0.00 | -0.06 | -0.04 | -0.01 | -0.16 |
| Voice Package 7 | -0.12 | -0.09 | -0.14 | -0.10 | -0.08 | -0.06 | -0.13 | -0.09 | -0.07 | -0.06 |
| VAS Package 8 | -0.07 | -0.05 | -0.08 | -0.06 | -0.03 | -0.02 | -0.05 | -0.07 | -0.02 | -0.10 |
| OG Intl SMS 9 | 0.00 | -0.02 | 0.00 | -0.02 | -0.01 | -0.01 | -0.03 | -0.01 | -0.01 | -0.02 |
| SMS Package 10 | -0.01 | 0.00 | -0.02 | 0.02 | -0.01 | -0.02 | 0.00 | 0.00 | -0.01 | -0.02 |
| Pay-as-you-go Data 11 | -0.02 | 0.37 | 0.01 | -0.16 | -0.03 | -0.03 | 0.54 | -0.09 | -0.03 | -0.29 |
| OG SMS Onnet 12 | -0.01 | -0.03 | -0.02 | 0.00 | -0.03 | -0.05 | -0.03 | 0.00 | -0.04 | 0.01 |
| Content Provider VAS Package 13 | -0.15 | -0.14 | -0.10 | -0.30 | -0.03 | 0.06 | -0.23 | 0.13 | 0.01 | 1.06 |
| Blackberry Package 14 | -0.01 | -0.01 | -0.01 | -0.02 | -0.01 | 0.00 | -0.01 | -0.01 | -0.01 | -0.01 |
| Games 15 | -0.15 | -0.10 | -0.20 | -0.03 | -0.11 | -0.11 | -0.07 | -0.07 | -0.11 | -0.07 |
| IVR Shortcodes 16 | 0.00 | -0.01 | 0.01 | -0.03 | 0.00 | 0.00 | -0.01 | -0.02 | 0.00 | -0.04 |
| Onnet Voice OG 17 | -0.22 | -0.14 | -0.23 | -0.19 | -0.10 | -0.05 | -0.13 | -0.20 | -0.07 | -0.39 |
| IC Intl Voice 18 | -0.07 | -0.04 | -0.05 | 0.08 | -0.01 | 0.02 | -0.08 | -0.10 | 0.01 | -0.11 |
| OG Airtime Gifts 19 | -0.04 | -0.05 | -0.06 | -0.02 | -0.06 | -0.07 | -0.04 | -0.02 | -0.07 | -0.02 |
| Active Days 20 | 0.51 | -0.41 | 0.93 | 0.48 | -0.95 | -1.43 | -0.06 | 0.14 | -1.21 | 0.41 |
| IC Airtime Gifts 21 | 0.04 | -0.01 | 0.07 | -0.06 | 0.02 | 0.03 | 0.09 | -0.01 | 0.02 | -0.03 |
Now that we had decided on what factors to use as basis for segmentation, we proceeded to cluster the observations and derived, finally, 3 segments.
# Please ENTER then original raw attributes to use for the segmentation (the
# 'segmentation attributes') Please use numbers, not column names, e.g.
# c(1:5, 7, 8) uses columns 1,2,3,4,5,7,8
segmentation_attributes_used = NEW_ProjectData[1:21] #c(10,19,5,12,3)
# Please ENTER the number of clusters to eventually use for this report
numb_clusters_used = 3 #Use this to 'play' with the data until finding a suitable segmentation
# Please enter the method to use for the segmentation:
profile_with = "kmeans" #'hclust' or 'kmeans'
# Please ENTER the distance metric eventually used for the clustering in
# case of hierarchical clustering (e.g. 'euclidean', 'maximum', 'manhattan',
# 'canberra', 'binary' or 'minkowski' - see help(dist)). DEFAULT is
# 'euclidean'
distance_used = "manhattan"
# Please ENTER the hierarchical clustering method to use (options are:
# 'ward', 'single', 'complete', 'average', 'mcquitty', 'median' or
# 'centroid'). DEFAULT is 'ward'
hclust_method = "ward.D"
# Please ENTER the kmeans clustering method to use (options are:
# 'Hartigan-Wong', 'Lloyd', 'Forgy', 'MacQueen'). DEFAULT is 'Lloyd'
kmeans_method = "Lloyd"We need to define a distance metric that measures how different people (observations in general) are from each other. This can be an important choice. Here are the differences between the observations using the distance metric we selected:
| Obs.01 | Obs.02 | Obs.03 | Obs.04 | Obs.05 | Obs.06 | Obs.07 | Obs.08 | Obs.09 | Obs.10 | |
|---|---|---|---|---|---|---|---|---|---|---|
| Obs.01 | 0 | |||||||||
| Obs.02 | 2 | 0 | ||||||||
| Obs.03 | 1 | 3 | 0 | |||||||
| Obs.04 | 1 | 2 | 2 | 0 | ||||||
| Obs.05 | 2 | 1 | 3 | 3 | 0 | |||||
| Obs.06 | 3 | 2 | 4 | 4 | 1 | 0 | ||||
| Obs.07 | 3 | 2 | 3 | 2 | 3 | 4 | 0 | |||
| Obs.08 | 1 | 2 | 2 | 2 | 2 | 2 | 2 | 0 | ||
| Obs.09 | 3 | 2 | 3 | 3 | 0 | 0 | 3 | 2 | 0 | |
| Obs.10 | 3 | 4 | 4 | 3 | 4 | 5 | 4 | 3 | 4 | 0 |
We need to select the clustering method to use, as well as the number of clusters. It may be useful to see the dendrogram from Hierarchical Clustering of a sample of the factored data, to have a quick idea of how the data may be segmented and how many segments there may be. Note that there is vector size limit to hclust method, thus we use a sample of, say, a 500 observations.
Here is the dendrogram for our data:
We ploted the “distances” traveled before we need to merge any of the lower and smaller in size clusters into larger ones - the heights of the tree branches that link the clusters as we traverse the tree from its leaves to its root.
Looking at the first 20, we can see that we can have either 4 or 9 clusters.
Here is the segment membership of the first 10 respondents if we use hierarchical clustering:
| Observation Number | Cluster_Membership |
|---|---|
| 1 | 1 |
| 2 | 1 |
| 3 | 1 |
| 4 | 1 |
| 5 | 2 |
| 6 | 2 |
| 7 | 1 |
| 8 | 1 |
| 9 | 2 |
| 10 | 1 |
while this is the segment membership if we use k-means:
| Observation Number | Cluster_Membership | |
|---|---|---|
| Obs.01 | 1 | 2 |
| Obs.02 | 2 | 3 |
| Obs.03 | 3 | 2 |
| Obs.04 | 4 | 2 |
| Obs.05 | 5 | 3 |
| Obs.06 | 6 | 3 |
| Obs.07 | 7 | 2 |
| Obs.08 | 8 | 2 |
| Obs.09 | 9 | 3 |
| Obs.10 | 10 | 2 |
Here we show how the average usage behaviour in each usage variable in each segment compare to the average usage behaviour of the whole sample using the ratio of the two.
Here are the usage behaviour of the clusters found above and of the total sample for each of the factors:
| Population | Seg.1 | Seg.2 | Seg.3 | |
|---|---|---|---|---|
| Offnet Voice + SMS ( < 55%) 1 | -0.32 | 0.19 | -0.29 | -0.33 |
| Recharge 2 | -0.05 | 0.05 | -0.04 | -0.06 |
| Data Packages 3 | -0.18 | -0.26 | -0.22 | -0.16 |
| Out Roaming 4 | -0.01 | -0.01 | -0.01 | -0.01 |
| OG Intl Voice 5 | -0.05 | -0.12 | -0.05 | -0.05 |
| OG Offnet SMS + Intl IC SMS ( < 55%) 6 | -0.02 | -0.11 | -0.03 | -0.01 |
| Voice Package 7 | -0.10 | -0.22 | -0.12 | -0.07 |
| VAS Package 8 | -0.06 | -0.25 | -0.08 | -0.03 |
| OG Intl SMS 9 | -0.01 | -0.05 | -0.01 | -0.01 |
| SMS Package 10 | 0.00 | -0.01 | 0.00 | -0.01 |
| Pay-as-you-go Data 11 | -0.05 | -0.22 | -0.07 | -0.04 |
| OG SMS Onnet 12 | -0.03 | -0.12 | -0.03 | -0.03 |
| Content Provider VAS Package 13 | -0.14 | -0.43 | -0.21 | -0.03 |
| Blackberry Package 14 | -0.01 | -0.01 | -0.01 | -0.01 |
| Games 15 | -0.11 | 6.09 | -0.14 | -0.09 |
| IVR Shortcodes 16 | -0.01 | -0.27 | -0.02 | -0.01 |
| Onnet Voice OG 17 | -0.15 | -0.26 | -0.20 | -0.09 |
| IC Intl Voice 18 | -0.06 | -0.17 | -0.09 | -0.01 |
| OG Airtime Gifts 19 | -0.05 | -0.06 | -0.04 | -0.06 |
| Active Days 20 | 0.12 | 0.08 | 0.44 | -0.96 |
| IC Airtime Gifts 21 | 0.02 | 0.04 | 0.02 | 0.01 |
We measure here the ratios of the average for each cluster to the average of the population, minus 1, (e.g. avg(cluster) / avg(population) -1) for each segment and variable for each factor.
The idea is that if in a segment the average usage behaviour is very different (e.g. away from ratio of 1) than the overall average, then that usage variable may indicate something about the segment relative to the total population.(e.g. if all segments are much like the overall population, there may be no segments).
| Seg.1 | Seg.2 | Seg.3 | |
|---|---|---|---|
| Offnet Voice + SMS ( < 55%) 1 | -1.59 | -0.09 | 0.00 |
| Recharge 2 | 0.00 | -0.20 | 0.00 |
| Data Packages 3 | 0.00 | 0.00 | -0.11 |
| Out Roaming 4 | 0.00 | 0.00 | 0.00 |
| OG Intl Voice 5 | 0.00 | 0.00 | 0.00 |
| OG Offnet SMS + Intl IC SMS ( < 55%) 6 | 0.00 | 0.00 | -0.50 |
| Voice Package 7 | 0.00 | 0.00 | -0.30 |
| VAS Package 8 | 0.00 | 0.00 | -0.50 |
| OG Intl SMS 9 | 0.00 | 0.00 | 0.00 |
| SMS Package 10 | -1.00 | -1.00 | -1.00 |
| Pay-as-you-go Data 11 | 0.00 | 0.00 | -0.20 |
| OG SMS Onnet 12 | 0.00 | 0.00 | 0.00 |
| Content Provider VAS Package 13 | 0.00 | 0.00 | -0.79 |
| Blackberry Package 14 | 0.00 | 0.00 | 0.00 |
| Games 15 | 0.00 | 0.00 | -0.18 |
| IVR Shortcodes 16 | 0.00 | 0.00 | 0.00 |
| Onnet Voice OG 17 | 0.00 | 0.00 | -0.40 |
| IC Intl Voice 18 | 0.00 | 0.00 | -0.83 |
| OG Airtime Gifts 19 | 0.00 | -0.20 | 0.00 |
| Active Days 20 | -0.33 | 0.00 | 0.00 |
| IC Airtime Gifts 21 | 0.00 | 0.00 | -0.50 |
There are 3 segments:
Segment Enterprise
Strong in several services that enterprise clients use: offnet and international SMS, voice packages, value added services (VAS) packages, IVR short code (shorter number, with less digits), onnet voice and international voice
Segment Short-term client
These customers’ key trait was their lower number of active days per month, suggesting that they use the client’s network as a secondary option.
Segment Family abroad
These customers are focused on international dialling, showing also strong outroaming usage - these customers travel abraod and may have high value. However, their data usage is quite low, reinforcing the sense that they are voice, and not data customers.