Abstract

Abstract
The high asymmetry of international termination rates, where calls are charged with higher values, are fertile ground for the appearance of frauds in Telecom Companies. In this paper, we present a solution for a real problem called Interconnect Bypass Fraud. This problem is one of the most expressive in the telecommunication domain and can be detected by the occurrence of burst of calls from specific numbers. Based on this assumption, we propose the adoption of a new fast forgetting technique that works together with the Lossy Counting algorithm. Our goal is to detect as soon as possible items with abnormal behaviours, e.g. bursts of calls, repetitions and mirror behaviours. The results shows that our technique not only complements the techniques used by the telecom company but also improves the performance of the Lossy Counting algorithm in terms of runtime, memory used and sensibility to detect the abnormal behaviours. Copyright © by the paper's authors. Use permitted under Creative Commons License Attribution 4.0 International (CC BY 4.0).

Abstract

Abstract

Abstract

Abstract
Email Marketing is one of the most important traffic sources in Digital Marketing. It yields a high return on investment for the company and offers a cheap and fast way to reach existent or potential clients. Getting the recipients to open the email is the first step for a successful campaign. Thus, it is important to understand how marketers can improve the open rate of a marketing campaign. In this work, we analyze what are the main factors driving the open rate of financial email marketing campaigns. For that purpose, we develop a classification algorithm that can accurately predict if a campaign will be labeled as Successful or Failure. A campaign is classified as Successful if it has an open rate higher than the average, otherwise it is labeled as Failure. To achieve this, we have employed and evaluated three different classifiers. Our results showed that it is possible to predict the performance of a campaign with approximately 82% accuracy, by using the Random Forest algorithm and the redundant filter selection technique. With this model, marketers will have the chance to sooner correct potential problems in a campaign that could highly impact its revenue. Additionally, a text analysis of the subject line and preheader was performed to discover which keywords and keyword combinations trigger a higher open rate. The results obtained were then validated in a real setting through A/B testing. © Springer Nature Switzerland AG 2019.