The big data revolution has led to unprecedented opportunities for data sharing between industries. Telephone companies offer specific data involving rich information not only about the customer's behavior but also regarding his/her relationship with other customers and with third-party businesses. This article addresses the following research question: Might telecom data help to improve the prospective selection of third-party businesses? By answering this question, we expect to offer support for two specific investment decisions: on the one hand, the decision of the telecom operator to invest in the new market of the external data monetization for third-party business; on the other hand, the decision of third-party businesses to buy such customer profiling extracted from telecom call data records (CDRs). Using complex data treatments and more than one million models, the article addresses the challenges and opportunities in collecting and analyzing telecom data from two European telephone companies for improving the prospective selection processes of 36 third-party businesses. This improvement relies on new features extracted from the CDR, among which behavioral variables are considered as Personality Proxy variables and network-based variables. The results highlight that Personality Proxy variables are useful to support smaller niche businesses. For these businesses these variables are predominant and they can be directly implemented. In addition, the study shows that network analysis-based variables have the potential to be more beneficial to large companies since the value of network analysis continuously increases with the number of third-party business clients identified.

中文翻译：

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面向电信外部数据货币化的决策支持：第三方企业基于网络和个性的指标的价值研究

大数据革命为行业间的数据共享带来了前所未有的机遇。电话公司提供的特定数据不仅包含有关客户行为的丰富信息，而且还涉及他/她与其他客户和第三方企业的关系。本文解决了以下研究问题：电信数据是否有助于改善第三方业务的前瞻性选择？通过回答这个问题，我们期望为两个具体的投资决策提供支持：一方面，电信运营商投资第三方业务外部数据货币化新市场的决策；另一方面，第三方企业决定购买从电信呼叫数据记录 (CDR) 中提取的此类客户资料。本文使用复杂的数据处理和超过一百万个模型，探讨了在收集和分析来自两家欧洲电话公司的电信数据以改进 36 家第三方企业的前瞻性选择流程方面的挑战和机遇。这种改进依赖于从 CDR 中提取的新特征，其中行为变量被视为个性代理变量和基于网络的变量。结果强调，个性代理变量对于支持较小的利基企业很有用。对于这些业务，这些变量占主导地位，可以直接实施。此外，