Revenue optimization of telecom marketing campaigns for prepaid customers
Lade...
Autor:innen
Autor:in (Körperschaft)
Publikationsdatum
2018
Typ der Arbeit
Studiengang
Typ
04B - Beitrag Konferenzschrift
Herausgeber:innen
Herausgeber:in (Körperschaft)
Betreuer:in
Übergeordnetes Werk
BUSTECH 2018 : The Eighth International Conference on Business Intelligence and Technology
Themenheft
DOI der Originalpublikation
Link
Reihe / Serie
Reihennummer
Jahrgang / Band
Ausgabe / Nummer
Seiten / Dauer
45-50
Patentnummer
Verlag / Herausgebende Institution
International Academy, Research, and Industry Association (IARIA)
Verlagsort / Veranstaltungsort
Barcelona
Auflage
Version
Programmiersprache
Abtretungsempfänger:in
Praxispartner:in/Auftraggeber:in
Zusammenfassung
The design and optimization of marketing campaigns today usually still includes a high level of manual expert in- volvement. This applies particularly to the prepaid mobile phone sector of the highly competitive telecommunication industry. Since prepaid telecom customers are characterized by highly volatile and sparse usage data their future behavior is hard to predict, and marketers often rely mainly on experience and gut feeling when designing marketing campaigns, using only simple data analysis tools. The project developed a methodology and software prototype that helps marketers in this area to exploit the full potential of real-time big data-driven analytics for microtargeting, allowing them to make fact-based and informed decisions. Specifically, it provides an interactive solution for the semi-automated visual support of the design and optimization of single-channel marketing campaigns. The developed solutions brings a huge step towards the automation of the whole process of optimizing marketing campai
Schlagwörter
Fachgebiet (DDC)
Veranstaltung
Eighth International Conference on Business Intelligence and Technology (BUSTEC 2018)
Startdatum der Ausstellung
Enddatum der Ausstellung
Startdatum der Konferenz
18.02.2018
Enddatum der Konferenz
22.02.2018
Datum der letzten Prüfung
ISBN
978-1-61208-614-9
ISSN
Sprache
Englisch
Während FHNW Zugehörigkeit erstellt
Ja
Zukunftsfelder FHNW
Publikationsstatus
Veröffentlicht
Begutachtung
Peer-Review der ganzen Publikation
Open Access-Status
Green
Lizenz
Zitation
Riedweg, M., Svaba, P., & Wilke, G. (2018). Revenue optimization of telecom marketing campaigns for prepaid customers. In P. Marchildon & R. Hammad (Eds.), BUSTECH 2018 : The Eighth International Conference on Business Intelligence and Technology (pp. 45–50). International Academy, Research, and Industry Association (IARIA). https://doi.org/10.26041/fhnw-6459