Behavioural pattern recognition in enterprise software platforms represents a critical capability for product analytics, user experience optimisation, fraud detection, and customer health monitoring. This paper presents a hybrid deep learning architecture that combines Bidirectional Encoder Representations from Transformers (BERT) for contextual feature extraction, Convolutional Neural Networks (CNN) for local pattern detection, and Bidirectional Gated Recurrent Units (BiGRU) for temporal sequence modelling. The proposed architecture addresses the fundamental challenge that enterprise user behaviour is simultaneously contextual, locally patterned, and temporally dependent. We evaluate the hybrid model on three enterprise use cases: user churn prediction, feature adoption forecasting, and anomalous behaviour detection. Experimental results on production datasets from a SaaS platform serving over 200 enterprise clients demonstrate that the hybrid architecture achieves a 7.3% improvement in F1-score over the best single-architecture baseline and a 4.1% improvement over existing ensemble methods. We also present a production deployment framework addressing latency constraints, model serving infrastructure, and continuous learning pipelines for enterprise-grade behavioural analytics.
Keywords : deep learning, BERT, CNN, BiGRU, behavioural analytics, enterprise SaaS, churn prediction, anomaly detection, hybrid architecture, user behaviour modelling
Author : Hitesh Acharya
Title : Applying Hybrid Deep Learning to Behavioural Pattern Recognition in Enterprise Platforms
Volume/Issue : 2024;01(01)
Page No : 217-223