Recommendations for marketing campaigns in telecommunication business based on the footprint analysis : Who is a good client?

• A major investment made by a telecom operator goes into the infrastructure and its maintenance, while business revenues depend on how efficiently it is exploited. We present a data-driven analytic strategy based on combinatorial optimization and analysis of historical data. The data cover historical mobility in one region of Sweden during a week. Applying the proposed method in a case study, we have identified the optimal combination of geodemographic segments in the customer base, developed a functionality to assess the potential of a planned marketing campaign, and investigated how many and which segments to target for customer base growth. A comprehensible summary of the conclusions is created via execution of the queries with a fuzzy logic component. © 2017 IEEE.

Ämnesord

NATURVETENSKAP  -- Data- och informationsvetenskap -- Datavetenskap (hsv//swe)

NATURAL SCIENCES  -- Computer and Information Sciences -- Computer Sciences (hsv//eng)

Nyckelord

business intelligence

combinatorial optimization

fuzzy logic

geodemographic segments

mobility data

MOSAIC

Commerce

Competitive intelligence

Computer circuits

Investments

Footprint analysis

Historical data

Marketing campaign

Mobility datum

Optimal combination

Telecom operators

Marketing

Publikations- och innehållstyp

ref (ämneskategori)

kon (ämneskategori)