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Recommendations for marketing campaigns in telecommunication business based on the footprint analysis : Who is a good client?
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- Sidorova, Yulia (författare)
- Blekinge Tekniska Högskola,Institutionen för datalogi och datorsystemteknik
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- Lundberg, Lars (författare)
- Blekinge Tekniska Högskola,Institutionen för datalogi och datorsystemteknik
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- Rosander, Oliver (författare)
- Blekinge Tekniska Högskola,Institutionen för datalogi och datorsystemteknik
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- Grahn, Håkan (författare)
- Blekinge Tekniska Högskola,Institutionen för datalogi och datorsystemteknik
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- Skold, Lars (författare)
- telenor, SWE
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(creator_code:org_t)
- Institute of Electrical and Electronics Engineers Inc. 2017
- 2017
- Engelska.
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Ingår i: 2017 8th International Conference on Information, Intelligence, Systems and Applications, IISA 2017. - : Institute of Electrical and Electronics Engineers Inc.. - 9781538637319 ; , s. 513-518
- Relaterad länk:
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https://urn.kb.se/re...
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https://doi.org/10.1...
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Abstract
Ämnesord
Stäng
- 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)
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