User Value in Modern Payment Platforms: A Graph Approach

TL;DR

This paper introduces a novel graph-based methodology to measure user value in modern payment platforms by integrating user-centric metrics with social network analysis, aiding business decisions and targeted marketing.

Contribution

It presents the first methodology combining quantitative user metrics with social network topology analysis to evaluate user value in payment platforms.

Findings

Effective identification of high-value users for targeted marketing.

Insights into user interaction patterns and network influence.

Potential to enhance business strategies using graph-based analysis.

Abstract

Payment platforms have significantly evolved in recent years to keep pace with the proliferation of online and cashless payments. These platforms are increasingly aligned with online social networks, allowing users to interact with each other and transfer small amounts of money in a Peer-to-Peer fashion. This poses new challenges for analysing payment data, as traditional methods are only user-centric or business-centric and neglect the network users build during the interaction. This paper proposes a first methodology for measuring user value in modern payment platforms. We combine quantitative user-centric metrics with an analysis of the graph created by users' activities and its topological features inspired by the evolution of opinions in social networks. We showcase our approach using a dataset from a large operational payment platform and show how it can support business decisions and marketing campaign design, e.g., by targeting specific users.