• Title/Summary/Keyword: Smart mobile

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Requirement Analysis for Agricultural Meteorology Information Service Systems based on the Fourth Industrial Revolution Technologies (4차 산업혁명 기술에 기반한 농업 기상 정보 시스템의 요구도 분석)

  • Kim, Kwang Soo;Yoo, Byoung Hyun;Hyun, Shinwoo;Kang, DaeGyoon
    • Korean Journal of Agricultural and Forest Meteorology
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    • v.21 no.3
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    • pp.175-186
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    • 2019
  • Efforts have been made to introduce the climate smart agriculture (CSA) for adaptation to future climate conditions, which would require collection and management of site specific meteorological data. The objectives of this study were to identify requirements for construction of agricultural meteorology information service system (AMISS) using technologies that lead to the fourth industrial revolution, e.g., internet of things (IoT), artificial intelligence, and cloud computing. The IoT sensors that require low cost and low operating current would be useful to organize wireless sensor network (WSN) for collection and analysis of weather measurement data, which would help assessment of productivity for an agricultural ecosystem. It would be recommended to extend the spatial extent of the WSN to a rural community, which would benefit a greater number of farms. It is preferred to create the big data for agricultural meteorology in order to produce and evaluate the site specific data in rural areas. The digital climate map can be improved using artificial intelligence such as deep neural networks. Furthermore, cloud computing and fog computing would help reduce costs and enhance the user experience of the AMISS. In addition, it would be advantageous to combine environmental data and farm management data, e.g., price data for the produce of interest. It would also be needed to develop a mobile application whose user interface could meet the needs of stakeholders. These fourth industrial revolution technologies would facilitate the development of the AMISS and wide application of the CSA.

Validation of nutrient intake of smartphone application through comparison of photographs before and after meals (식사 전후의 사진 비교를 통한 스마트폰 앱의 영양소섭취량 타당도 평가)

  • Lee, Hyejin;Kim, Eunbin;Kim, Su Hyeon;Lim, Haeun;Park, Yeong Mi;Kang, Joon Ho;Kim, Heewon;Kim, Jinho;Park, Woong-Yang;Park, Seongjin;Kim, Jinki;Yang, Yoon Jung
    • Journal of Nutrition and Health
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    • v.53 no.3
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    • pp.319-328
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    • 2020
  • Purpose: This study was conducted to evaluate the validity of the Gene-Health application in terms of estimating energy and macronutrients. Methods: The subjects were 98 health adults participating in a weight-control intervention study. They recorded their diets in the Gene-Health application, took photographs before and after every meal on the same day, and uploaded them to the Gene-Health application. The amounts of foods and drinks consumed were estimated based on the photographs by trained experts, and the nutrient intakes were calculated using the CAN-Pro 5.0 program, which was named 'Photo Estimation'. The energy and macronutrients estimated from the Gene-Health application were compared with those from a Photo Estimation. The mean differences in energy and macronutrient intakes between the two methods were compared using paired t-test. Results: The mean energy intakes of Gene-Health and Photo Estimation were 1,937.0 kcal and 1,928.3 kcal, respectively. There were no significant differences in intakes of energy, carbohydrate, fat, and energy from fat (%) between two methods. The protein intake and energy from protein (%) of the Gene-Health were higher than those from the Photo Estimation. The energy from carbohydrate (%) for the Photo Estimation was higher than that of the Gene-Health. The Pearson correlation coefficients, weighted Kappa coefficients, and adjacent agreements for energy and macronutrient intakes between the two methods ranged from 0.382 to 0.607, 0.588 to 0.649, and 79.6% to 86.7%, respectively. Conclusion: The Gene-Health application shows acceptable validity as a dietary intake assessment tool for energy and macronutrients. Further studies with female subjects and various age groups will be needed.

Analysis of Emerging Geo-technologies and Markets Focusing on Digital Twin and Environmental Monitoring in Response to Digital and Green New Deal (디지털 트윈, 환경 모니터링 등 디지털·그린 뉴딜 정책 관련 지질자원 유망기술·시장 분석)

  • Ahn, Eun-Young;Lee, Jaewook;Bae, Junhee;Kim, Jung-Min
    • Economic and Environmental Geology
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    • v.53 no.5
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    • pp.609-617
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    • 2020
  • After introducing the industry 4.0 policy, Korean government announced 'Digital New Deal' and 'Green New Deal' as 'Korean New Deal' in 2020. We analyzed Korea Institute of Geoscience and Mineral Resources (KIGAM)'s research projects related to that policy and conducted markets analysis focused on Digital Twin and environmental monitoring technologies. Regarding 'Data Dam' policy, we suggested the digital geo-contents with Augmented Reality (AR) & Virtual Reality (VR) and the public geo-data collection & sharing system. It is necessary to expand and support the smart mining and digital oil fields research for '5th generation mobile communication (5G) and artificial intelligence (AI) convergence into all industries' policy. Korean government is suggesting downtown 3D maps for 'Digital Twin' policy. KIGAM can provide 3D geological maps and Internet of Things (IoT) systems for social overhead capital (SOC) management. 'Green New Deal' proposed developing technologies for green industries including resource circulation, Carbon Capture Utilization and Storage (CCUS), and electric & hydrogen vehicles. KIGAM has carried out related research projects and currently conducts research on domestic energy storage minerals. Oil and gas industries are presented as representative applications of digital twin. Many progress is made in mining automation and digital mapping and Digital Twin Earth (DTE) is a emerging research subject. The emerging research subjects are deeply related to data analysis, simulation, AI, and the IoT, therefore KIGAM should collaborate with sensors and computing software & system companies.

A Symbolic Characteristic of Mimetic Words in Published Cartoon: Focusing on Works of Heo, Young Man (허영만의 작품에서 나타난 효과태의 상징어적 특징과 활용)

  • O, Yul Seok;Yoon, Ki Heon
    • Cartoon and Animation Studies
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    • s.30
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    • pp.169-199
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    • 2013
  • In various directions of cartoon, vertical stroll direction is opposite to the page direction of existing published cartoon with the popularity of webtoon and established new genre. Lots of studies on published cartoon focus on the cut direction by page, but webtoon doesn't have any concept of page. The pivot of cartoon oriented people is changed from paper to computer monitor as times go by, characteristics of media are changed and media is gradually diversified. Like the strengthening of mobile caused by smart phone's popularity, tablet PC's propagation in public education, etc. cartoon is included to the environment of media which is rapidly changed. In this situation, one of cartoon's unchanged important identities can be the direction made by harmony between picture and text. This thesis analyzed symbolic characteristics and effective value of hyogwatae, mimetic words of cartoon, focusing on works of Heo, Young Man. Hyogwatae just delivers not only sound but also shape, feeling, status, etc. and has significant characteristics by invoking the imaginary structure of literature. Strengths of modern Korean, various linguistic expressions and syllabic systems, let people feel minute feeling of language and difference of emotion and remember the memory through the direct and indirect experiences, so it makes it nuance. Because of the characteristics, representative works of Heo, Young Man have commercialization and writer characteristics, have communicated with people for a long time and have plentiful knowledge of Korean cartoon. The characteristics of hyogwatae in Heo, Young Man's cartoon make a lot of effects for the expression and delivery of cartoon more than the general expectation. When conducting the study focusing on the symbolic process of language, uncertainty and vague standard of judgement caused by the wide factors of study on the direction of general cartoon could be endured. And, through the Heo, Young Man's deep analysis on hyogwatae's direction, readers enjoy the process while inferring actually and intellectually between pictures and sentences. In the process, the equipment stimulating imagination more than pictures, effects and dialogues is hyogwatae. It's reader's equipment of active participation and its strength is symbolic structure.

An Embedding /Extracting Method of Audio Watermark Information for High Quality Stereo Music (고품질 스테레오 음악을 위한 오디오 워터마크 정보 삽입/추출 기술)

  • Bae, Kyungyul
    • Journal of Intelligence and Information Systems
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    • v.24 no.2
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    • pp.21-35
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    • 2018
  • Since the introduction of MP3 players, CD recordings have gradually been vanishing, and the music consuming environment of music users is shifting to mobile devices. The introduction of smart devices has increased the utilization of music through music playback, mass storage, and search functions that are integrated into smartphones and tablets. At the time of initial MP3 player supply, the bitrate of the compressed music contents generally was 128 Kbps. However, as increasing of the demand for high quality music, sound quality of 384 Kbps appeared. Recently, music content of FLAC (Free License Audio Codec) format using lossless compression method is becoming popular. The download service of many music sites in Korea has classified by unlimited download with technical protection and limited download without technical protection. Digital Rights Management (DRM) technology is used as a technical protection measure for unlimited download, but it can only be used with authenticated devices that have DRM installed. Even if music purchased by the user, it cannot be used by other devices. On the contrary, in the case of music that is limited in quantity but not technically protected, there is no way to enforce anyone who distributes it, and in the case of high quality music such as FLAC, the loss is greater. In this paper, the author proposes an audio watermarking technology for copyright protection of high quality stereo music. Two kinds of information, "Copyright" and "Copy_free", are generated by using the turbo code. The two watermarks are composed of 9 bytes (72 bits). If turbo code is applied for error correction, the amount of information to be inserted as 222 bits increases. The 222-bit watermark was expanded to 1024 bits to be robust against additional errors and finally used as a watermark to insert into stereo music. Turbo code is a way to recover raw data if the damaged amount is less than 15% even if part of the code is damaged due to attack of watermarked content. It can be extended to 1024 bits or it can find 222 bits from some damaged contents by increasing the probability, the watermark itself has made it more resistant to attack. The proposed algorithm uses quantization in DCT so that watermark can be detected efficiently and SNR can be improved when stereo music is converted into mono. As a result, on average SNR exceeded 40dB, resulting in sound quality improvements of over 10dB over traditional quantization methods. This is a very significant result because it means relatively 10 times improvement in sound quality. In addition, the sample length required for extracting the watermark can be extracted sufficiently if the length is shorter than 1 second, and the watermark can be completely extracted from music samples of less than one second in all of the MP3 compression having a bit rate of 128 Kbps. The conventional quantization method can extract the watermark with a length of only 1/10 compared to the case where the sampling of the 10-second length largely fails to extract the watermark. In this study, since the length of the watermark embedded into music is 72 bits, it provides sufficient capacity to embed necessary information for music. It is enough bits to identify the music distributed all over the world. 272 can identify $4*10^{21}$, so it can be used as an identifier and it can be used for copyright protection of high quality music service. The proposed algorithm can be used not only for high quality audio but also for development of watermarking algorithm in multimedia such as UHD (Ultra High Definition) TV and high-resolution image. In addition, with the development of digital devices, users are demanding high quality music in the music industry, and artificial intelligence assistant is coming along with high quality music and streaming service. The results of this study can be used to protect the rights of copyright holders in these industries.

Wearable Computers

  • Cho, Gil-Soo;Barfield, Woodrow;Baird, Kevin
    • Fiber Technology and Industry
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    • v.2 no.4
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    • pp.490-508
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    • 1998
  • One of the latest fields of research in the area of output devices is tactual display devices [13,31]. These tactual or haptic devices allow the user to receive haptic feedback output from a variety of sources. This allows the user to actually feel virtual objects and manipulate them by touch. This is an emerging technology and will be instrumental in enhancing the realism of wearable augmented environments for certain applications. Tactual displays have previously been used for scientific visualization in virtual environments by chemists and engineers to improve perception and understanding of force fields and of world models populated with the impenetrable. In addition to tactual displays, the use of wearable audio displays that allow sound to be spatialized are being developed. With wearable computers, designers will soon be able to pair spatialized sound to virtual representations of objects when appropriate to make the wearable computer experience even more realistic to the user. Furthermore, as the number and complexity of wearable computing applications continues to grow, there will be increasing needs for systems that are faster, lighter, and have higher resolution displays. Better networking technology will also need to be developed to allow all users of wearable computers to have high bandwidth connections for real time information gathering and collaboration. In addition to the technology advances that make users need to wear computers in everyday life, there is also the desire to have users want to wear their computers. In order to do this, wearable computing needs to be unobtrusive and socially acceptable. By making wearables smaller and lighter, or actually embedding them in clothing, users can conceal them easily and wear them comfortably. The military is currently working on the development of the Personal Information Carrier (PIC) or digital dog tag. The PIC is a small electronic storage device containing medical information about the wearer. While old military dog tags contained only 5 lines of information, the digital tags may contain volumes of multi-media information including medical history, X-rays, and cardiograms. Using hand held devices in the field, medics would be able to call this information up in real time for better treatment. A fully functional transmittable device is still years off, but this technology once developed in the military, could be adapted tp civilian users and provide ant information, medical or otherwise, in a portable, not obstructive, and fashionable way. Another future device that could increase safety and well being of its users is the nose on-a-chip developed by the Oak Ridge National Lab in Tennessee. This tiny digital silicon chip about the size of a dime, is capable of 'smelling' natural gas leaks in stoves, heaters, and other appliances. It can also detect dangerous levels of carbon monoxide. This device can also be configured to notify the fire department when a leak is detected. This nose chip should be commercially available within 2 years, and is inexpensive, requires low power, and is very sensitive. Along with gas detection capabilities, this device may someday also be configured to detect smoke and other harmful gases. By embedding this chip into workers uniforms, name tags, etc., this could be a lifesaving computational accessory. In addition to the future safety technology soon to be available as accessories are devices that are for entertainment and security. The LCI computer group is developing a Smartpen, that electronically verifies a user's signature. With the increase in credit card use and the rise in forgeries, is the need for commercial industries to constantly verify signatures. This Smartpen writes like a normal pen but uses sensors to detect the motion of the pen as the user signs their name to authenticate the signature. This computational accessory should be available in 1999, and would bring increased peace of mind to consumers and vendors alike. In the entertainment domain, Panasonic is creating the first portable hand-held DVD player. This device weight less than 3 pounds and has a screen about 6' across. The color LCD has the same 16:9 aspect ratio of a cinema screen and supports a high resolution of 280,000 pixels and stereo sound. The player can play standard DVD movies and has a hour battery life for mobile use. To summarize, in this paper we presented concepts related to the design and use of wearable computers with extensions to smart spaces. For some time, researchers in telerobotics have used computer graphics to enhance remote scenes. Recent advances in augmented reality displays make it possible to enhance the user's local environment with 'information'. As shown in this paper, there are many application areas for this technology such as medicine, manufacturing, training, and recreation. Wearable computers allow a much closer association of information with the user. By embedding sensors in the wearable to allow it to see what the user sees, hear what the user hears, sense the user's physical state, and analyze what the user is typing, an intelligent agent may be able to analyze what the user is doing and try to predict the resources he will need next or in the near future. Using this information, the agent may download files, reserve communications bandwidth, post reminders, or automatically send updates to colleagues to help facilitate the user's daily interactions. This intelligent wearable computer would be able to act as a personal assistant, who is always around, knows the user's personal preferences and tastes, and tries to streamline interactions with the rest of the world.

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A Study on Intuitive IoT Interface System using 3D Depth Camera (3D 깊이 카메라를 활용한 직관적인 사물인터넷 인터페이스 시스템에 관한 연구)

  • Park, Jongsub;Hong, June Seok;Kim, Wooju
    • The Journal of Society for e-Business Studies
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    • v.22 no.2
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    • pp.137-152
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    • 2017
  • The decline in the price of IT devices and the development of the Internet have created a new field called Internet of Things (IoT). IoT, which creates new services by connecting all the objects that are in everyday life to the Internet, is pioneering new forms of business that have not been seen before in combination with Big Data. The prospect of IoT can be said to be unlimited in its utilization. In addition, studies of standardization organizations for smooth connection of these IoT devices are also active. However, there is a part of this study that we overlook. In order to control IoT equipment or acquire information, it is necessary to separately develop interworking issues (IP address, Wi-Fi, Bluetooth, NFC, etc.) and related application software or apps. In order to solve these problems, existing research methods have been conducted on augmented reality using GPS or markers. However, there is a disadvantage in that a separate marker is required and the marker is recognized only in the vicinity. In addition, in the case of a study using a GPS address using a 2D-based camera, it was difficult to implement an active interface because the distance to the target device could not be recognized. In this study, we use 3D Depth recognition camera to be installed on smartphone and calculate the space coordinates automatically by linking the distance measurement and the sensor information of the mobile phone without a separate marker. Coordination inquiry finds equipment of IoT and enables information acquisition and control of corresponding IoT equipment. Therefore, from the user's point of view, it is possible to reduce the burden on the problem of interworking of the IoT equipment and the installation of the app. Furthermore, if this technology is used in the field of public services and smart glasses, it will reduce duplication of investment in software development and increase in public services.

A Methodology for Extracting Shopping-Related Keywords by Analyzing Internet Navigation Patterns (인터넷 검색기록 분석을 통한 쇼핑의도 포함 키워드 자동 추출 기법)

  • Kim, Mingyu;Kim, Namgyu;Jung, Inhwan
    • Journal of Intelligence and Information Systems
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    • v.20 no.2
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    • pp.123-136
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    • 2014
  • Recently, online shopping has further developed as the use of the Internet and a variety of smart mobile devices becomes more prevalent. The increase in the scale of such shopping has led to the creation of many Internet shopping malls. Consequently, there is a tendency for increasingly fierce competition among online retailers, and as a result, many Internet shopping malls are making significant attempts to attract online users to their sites. One such attempt is keyword marketing, whereby a retail site pays a fee to expose its link to potential customers when they insert a specific keyword on an Internet portal site. The price related to each keyword is generally estimated by the keyword's frequency of appearance. However, it is widely accepted that the price of keywords cannot be based solely on their frequency because many keywords may appear frequently but have little relationship to shopping. This implies that it is unreasonable for an online shopping mall to spend a great deal on some keywords simply because people frequently use them. Therefore, from the perspective of shopping malls, a specialized process is required to extract meaningful keywords. Further, the demand for automating this extraction process is increasing because of the drive to improve online sales performance. In this study, we propose a methodology that can automatically extract only shopping-related keywords from the entire set of search keywords used on portal sites. We define a shopping-related keyword as a keyword that is used directly before shopping behaviors. In other words, only search keywords that direct the search results page to shopping-related pages are extracted from among the entire set of search keywords. A comparison is then made between the extracted keywords' rankings and the rankings of the entire set of search keywords. Two types of data are used in our study's experiment: web browsing history from July 1, 2012 to June 30, 2013, and site information. The experimental dataset was from a web site ranking site, and the biggest portal site in Korea. The original sample dataset contains 150 million transaction logs. First, portal sites are selected, and search keywords in those sites are extracted. Search keywords can be easily extracted by simple parsing. The extracted keywords are ranked according to their frequency. The experiment uses approximately 3.9 million search results from Korea's largest search portal site. As a result, a total of 344,822 search keywords were extracted. Next, by using web browsing history and site information, the shopping-related keywords were taken from the entire set of search keywords. As a result, we obtained 4,709 shopping-related keywords. For performance evaluation, we compared the hit ratios of all the search keywords with the shopping-related keywords. To achieve this, we extracted 80,298 search keywords from several Internet shopping malls and then chose the top 1,000 keywords as a set of true shopping keywords. We measured precision, recall, and F-scores of the entire amount of keywords and the shopping-related keywords. The F-Score was formulated by calculating the harmonic mean of precision and recall. The precision, recall, and F-score of shopping-related keywords derived by the proposed methodology were revealed to be higher than those of the entire number of keywords. This study proposes a scheme that is able to obtain shopping-related keywords in a relatively simple manner. We could easily extract shopping-related keywords simply by examining transactions whose next visit is a shopping mall. The resultant shopping-related keyword set is expected to be a useful asset for many shopping malls that participate in keyword marketing. Moreover, the proposed methodology can be easily applied to the construction of special area-related keywords as well as shopping-related ones.

The Effects of Game User's Social Capital and Information Privacy Concern on SNGReuse Intention and Recommendation Intention Through Flow (게임 이용자의 사회자본과 개인정보제공에 대한 우려가 플로우를 통해 SNG 재이용의도와 추천의도에 미치는 영향)

  • Lee, Ji-Hyeon;Kim, Han-Ku
    • Management & Information Systems Review
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    • v.37 no.4
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    • pp.21-39
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    • 2018
  • Today, Mobile Instant Message (MIM) has become a communication means which is commonly used by many people as the technology on smart phones has been enhanced. Among the services, KakaoGame creates much profits continuously by using its representative Kakao platform. However, even though the number of users of KakaoGame increases and the characteristics of the users are more diversified, there are few researches on the relationship between the characteristics of the SNG users and the continuous use of the game. Since the social capital that is formed by the SNG users with the acquaintances create the sense of belonging, its role is being emphasized under the environment of social network. In addition, game user's concerns about the information privacy may decrease the trust on a game APP, and it also caused to threaten about the game system. Therefore, this study was designed to examine the structural relationships among SNG users' social capital, concerns about the information privacy, flow, SNG reuse intention and recommendation intention. The results from this study are as follow. First of all, the participants' bridging social capital had a positive effect on the flow of an SNG, but the bonding social capital had a negative effect on the flow of an SNG. In addition, awareness of information privacy concern had a negative effects on the flow of an SNG, but control of information privacy concern had a positive effect on the flow of an SNG. Lastly, the flow of an SNG had a positive effect on the reuse intention and recommendation intention of an SNG. Also, reuse intention of an SNG had a positive effect on the recommendation intention. Based on the results from this study, academic and practical implications can be drawn. First, This study focused on KakaoTalk which has both of the closed and open characteristics of an SNS and it was found that the SNG user's social capital might be a factor influencing each user's behaviors through the user's flow experiences in SNG. Second, this study extends the scope of prior researches by empirically analysing the relationship between the concerns about the SNG user's information privacy and flow of an SNG. Finally, the results of this research can provide practical guidelines to develop effective marketing strategies considering them for SNG companies.

A Methodology of Customer Churn Prediction based on Two-Dimensional Loyalty Segmentation (이차원 고객충성도 세그먼트 기반의 고객이탈예측 방법론)

  • Kim, Hyung Su;Hong, Seung Woo
    • Journal of Intelligence and Information Systems
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    • v.26 no.4
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    • pp.111-126
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    • 2020
  • Most industries have recently become aware of the importance of customer lifetime value as they are exposed to a competitive environment. As a result, preventing customers from churn is becoming a more important business issue than securing new customers. This is because maintaining churn customers is far more economical than securing new customers, and in fact, the acquisition cost of new customers is known to be five to six times higher than the maintenance cost of churn customers. Also, Companies that effectively prevent customer churn and improve customer retention rates are known to have a positive effect on not only increasing the company's profitability but also improving its brand image by improving customer satisfaction. Predicting customer churn, which had been conducted as a sub-research area for CRM, has recently become more important as a big data-based performance marketing theme due to the development of business machine learning technology. Until now, research on customer churn prediction has been carried out actively in such sectors as the mobile telecommunication industry, the financial industry, the distribution industry, and the game industry, which are highly competitive and urgent to manage churn. In addition, These churn prediction studies were focused on improving the performance of the churn prediction model itself, such as simply comparing the performance of various models, exploring features that are effective in forecasting departures, or developing new ensemble techniques, and were limited in terms of practical utilization because most studies considered the entire customer group as a group and developed a predictive model. As such, the main purpose of the existing related research was to improve the performance of the predictive model itself, and there was a relatively lack of research to improve the overall customer churn prediction process. In fact, customers in the business have different behavior characteristics due to heterogeneous transaction patterns, and the resulting churn rate is different, so it is unreasonable to assume the entire customer as a single customer group. Therefore, it is desirable to segment customers according to customer classification criteria, such as loyalty, and to operate an appropriate churn prediction model individually, in order to carry out effective customer churn predictions in heterogeneous industries. Of course, in some studies, there are studies in which customers are subdivided using clustering techniques and applied a churn prediction model for individual customer groups. Although this process of predicting churn can produce better predictions than a single predict model for the entire customer population, there is still room for improvement in that clustering is a mechanical, exploratory grouping technique that calculates distances based on inputs and does not reflect the strategic intent of an entity such as loyalties. This study proposes a segment-based customer departure prediction process (CCP/2DL: Customer Churn Prediction based on Two-Dimensional Loyalty segmentation) based on two-dimensional customer loyalty, assuming that successful customer churn management can be better done through improvements in the overall process than through the performance of the model itself. CCP/2DL is a series of churn prediction processes that segment two-way, quantitative and qualitative loyalty-based customer, conduct secondary grouping of customer segments according to churn patterns, and then independently apply heterogeneous churn prediction models for each churn pattern group. Performance comparisons were performed with the most commonly applied the General churn prediction process and the Clustering-based churn prediction process to assess the relative excellence of the proposed churn prediction process. The General churn prediction process used in this study refers to the process of predicting a single group of customers simply intended to be predicted as a machine learning model, using the most commonly used churn predicting method. And the Clustering-based churn prediction process is a method of first using clustering techniques to segment customers and implement a churn prediction model for each individual group. In cooperation with a global NGO, the proposed CCP/2DL performance showed better performance than other methodologies for predicting churn. This churn prediction process is not only effective in predicting churn, but can also be a strategic basis for obtaining a variety of customer observations and carrying out other related performance marketing activities.