Mt s ng dng k thut khai ph d liu trong vin thngNgnh cng nghip vin thng lu tr mt khi lng d liu khng l, bao gm chi tit cuc gi, thng tin cnh bo trnh trng ca h thng mng vin thng v thng tin d liu v khch hng. ng dng k thut khai ph d liu (data mining) pht hin cc quy lut n cha trong khi d liu khng l s mang li cho cc doanh nghip vin thng nhiu c hi pht trin cc ng dng mang tnh thc tin cao. y l mt hng i ph hp v sm c p dng ph bin nhiu cng ty vin thng ln trn th gii.

Trn Vn ThinNgnh cng nghip vin thng lu tr mt khi lng d liu khng l, bao gm chi tit cuc gi, thng tin cnh bo trnh trng ca h thng mng vin thng v thng tin d liu v khch hng. ng dng k thut khai ph d liu (data mining) pht hin cc quy lut n cha trong khi d liu khng l s mang li cho cc doanh nghip vin thng nhiu c hi pht trin cc ng dng mang tnh thc tin cao. y l mt hng i ph hp v sm c p dng ph bin nhiu cng ty vin thng ln trn th gii. TNG QUAN 1. Mc tiu ca data mining Data mining l qu trnh tm kim cc mu mi, nhng thng tin tim n mang tnh d on trong cc khi d liu ln. Nhng cng c data mining c th pht hin nhng xu hng trong tng lai, cc tri thc m data mining mang li cho cc doanh nghip c th ra cc quyt nh kp thi v tr li nhng cu hi trong lnh vc kinh doanh m trc y tn nhiu thi gian x l. Vi u im trn, Data mining chng t c tnh hu dng ca n trong mi trng kinh doanh y tnh cnh tranh ngy nay v c ng dng rng ri trong cc lnh vc thng mi, ti chnh, iu tr y hc, gio dc, vin thng..v.v. 2. Hng tip cn trong data ming Mt s hng tip cn chnh ca khai ph d liu l: - Phn lp v d on (classification & prediction) : xp i tng vo mt trong cc lp bit trc. V d : phn lp loi cc hoc loi dch v da trn s my b gi ca cuc gi, phn lp khu vc da trn s my ch gi, phn lp gi cao im, thp im da trn gi bt u m thai.v.v.. Hng tip cn phn lp c gim st (supervised learning) thng s dng mt s k thut ca hc my nh cy quyt nh (decision tree), mng n ron nhn to (neural network) .v.v.. - Lut kt hp (association rules) : l dng lut biu din tri thc dng tng i n gin. Lut kt hp c kh nng ng dng trong nhiu lnh vc khc nhau trong c lnh vc vin thng. - Khai thc mu tun t (sequential/temporal patterns): Tng t nh khai thc lut kt hp nhng c thm tnh th t v tnh thi gian. Mt lut m t mu tun t c dng tiu biu X -> Y, phn nh s xut hin ca bin c X s dn n vic xut hin bin c Y. Hng tip cn ny c tnh d bo cao. - Phn cm (clustering/segmentation) : Sp xp cc i tng theo tng cm (s lng v tn ca cm cha c bit trc). Cc i tng c gom cm sao cho mc tng t gia cc i tng trong cng mt cm l ln nht v mc tng t gia cc i tng nm trong

cc cm khc nhau l nh nht. Phn cm cn c gi l hc khng c gim st (unsupervised learing).

Hnh 1 : Cc bc trong qu trnh khm ph tri thc 3. Cc d liu chnh trong Vin thng Trong ngnh vin thng c mt s d liu chnh nh sau: D liu chi tit cuc gi ( call detail data ) Mi mt cuc gi ca khch hng trn mng vin thng u pht sinh mt mu tin chi tit cuc gi. Cc mu tin ny bao gm cc thng tin c t thuc tnh quan trng ca cuc gi nh : s gi, s b gi, thi gian bt u v thi gian m thoi. Thng thng cc d liu chi tit cuc gi khng c s dng trc tip cho cc ng dng data mining m thng kt hp vi thng tin c nhn khch hng tng qut ha thnh thng tin v hnh vi s dng in thoi ca khch hng. D liu trng thi mng ( network data ) Mng vin thng c cu hnh rt phc tp, c cu trc bi hng ngn thit b vin thng kt ni vi nhau. Cc thng ip trng thi (status message) ca mi thit b phi c lu tr thnh mt kho d liu trng thi mng (network data) v chng c phn tch theo trnh t h tr chc nng qun l mng. Mi thng ip trng thi t nht phi bao gm thi gian pht sinh v thng tin m ha v li hay trng thi ca thit b. D liu khch hng ( customer data ) Cng nh cc lnh vc kinh doanh ln khc, cc thng tin v khch hng cn c lu tr dng cho cc ng dng nh tnh cc, tip th... Thng tin v khch hng bao gm s in thoi, h tn, a ch v cc thuc tnh quan trng khc nh qu trnh thanh ton n, qu trnh s dng cc dch v, thu nhp... Thng thng d liu khch hng phi c kt hp vi cc d liu khc, (v d nh d liu chi tit cuc gi) trong khi s dng ut data mining. MT S NG DNG DATA MINING Cc ng dng data mining c pht trin trong ngnh vin thng rt sm. Chng ta s xem xt mt vi ng dng tiu biu, cc ng dng ny c chia thnh 3 nhm ng dng khc nhau : Pht hin gian ln (fraud detection), cc ng dng h tr tip th v qun l khch hng, cui cng l cc ng dng v pht hin v x l li h thng mng. 1. Pht hin gian ln ( fraud detection ): Gian ln l mt trong nhng vn nghim trng ca cc cng ty vin thng, n c th lm tht thot hng t ng mi nm. C th chia ra lm 2 hnh thc gian ln khc nhau thng xy ra i vi cc cng ty vin thng : Trng hp th nht xy ra khi mt khch hng ng k thu bao vi nh khng bao gi thanh ton khon chi ph s dng dch v. Trng hp

th hai lin quan n mt thu bao hp l nhng li c mt s hot ng bt hp php gy ra bi mt ngi khc. Nhng ng dng ny s thc hin theo thi gian thc bng cch s dng d liu chi tit cuc gi, mt khi xut hin mt cuc gi nghi ng gian ln, lp tc h thng phi c hnh ng ng x ph hp, v d nh mt cnh bo xut hin hoc t chi cuc gi nu bit l cuc gi gian ln. Hu ht cc phng thc nhn din gian ln u da trn hnh vi s dng in thoi khch hng trc kia so snh vi hnh vi hin ti xc nh xem l cuc gi hp l khng. 2. Cc ng dng qun l v chm sc khch hng Cc cng ty vin thng qun l mt khi lng ln d liu v thng tin khch hng v d liu v chi tit cuc gi (call detail records). Nhng thng tin ny c th cho ta nhn din c nhng c tnh ca khch hng v thng qua c th a ra cc chnh sch chm sc khch hng thch hp da trn d on hoc c mt chin lc tip th hiu qu. Mt trong cc ng dng data mining ph bin da trn vic xem xt lut kt hp gia cc dch v vin thng khch hng s dng. Hin nay trn mt ng in thoi khch hng s dng rt nhiu dch v khc nhau, v d nh : gi in thoi, truy cp internet, tra cu thng tin t hp th t ng, nhn tin, gi 108, .v.v. Da trn c s d liu khch hng chng ta c th khm ph mi lin kt trong vic s dng cc dch v, c th a ra cc lut nh (khch hng gi in thoai quc t) => (truy cp internet) .v.v. Trn c s phn tch c cc lut nh vy cc cng ty vin thng c th iu chnh vic b tr ni ng k cc dch v ph hp, v d im ng k in thoi quc t nn b tr gn vi im ng k Internet chng hn. Mt ng dng phc v chin lc marketing khc l da trn k thut lut kt hp ca data mining tm ra tp cc thnh ph, tnh no trong nc thng gi in thoi vi nhau. V d ta c th tm ra tp ph bin ( Cn Th, HCM, H Ni ) chng hn. iu ny tht s hu dng trong vic hoch nh chin lc tip th hoc xy dng cc vng cc ph hp. Mt vn kh ph bin cc cng ty vin thng hin l s thay i nh cung cp dch v (customer churn) c bit vi cc cng ty in thoi di ng. y l vn kh nghim trng nh hng n tc pht trin thu bao, cng nh doanh thu ca cc nh cung cp dch v. Thi gian gn y cc nh cung cp dch v di ng lun c chnh sch khuyn mi ln li ko khch hng. iu dn n mt lng khng nh khch hng thng xuyn thay i nh cung cp hng nhng chnh sch khuyn mi . K thut data mining hin nay c th da trn d liu tin s tm ra cc quy lut, t c th tin on trc c khch hng no c nh ri khi mng trc khi h thc hin. Da trn cc k thut data mining nh cy quyt nh (decision tree), mng n ron nhn to (neural nerwork) trn d liu cc (billing data), d liu chi tit cuc gi (call detail data), d liu khch hng (customer data) tm ra cc quy lut m da trn ta c th tin on trc nh ri khi mng ca khch hng, t cng ty vin thng s c cc ng x ph hp nhm li ko khch hng. Cui cng, mt ng dng cng rt ph bin l phn lp khch hng (classifying). Da vo k thut data mining hc trn cy quyt nh (decision tree) trn d liu khch hng v chi tit cuc gi c th tm ra cc lut phn loi khch hng. V d ta c th phn bit c khch hng no thuc i tng kinh doanh hay nh ring da vo cc lut sau : - Lut 1 : nu khng qu 43% cuc gi c thi gian t 0 n 10 giy v khng n 13% cuc gi vo cui tun th l khch hng kinh doanh.

Lut 2 : Nu trong 2 thng c cc cuc gi n hu ht t 3 m vng ging nhau v