Revenue optimization of telecom marketing campaigns for prepaid customers
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Author (Corporation)
Publication date
2018
Typ of student thesis
Course of study
Type
04B - Conference paper
Editors
Editor (Corporation)
Supervisor
Parent work
BUSTECH 2018 : The Eighth International Conference on Business Intelligence and Technology
Special issue
DOI of the original publication
Link
Series
Series number
Volume
Issue / Number
Pages / Duration
45-50
Patent number
Publisher / Publishing institution
International Academy, Research, and Industry Association (IARIA)
Place of publication / Event location
Barcelona
Edition
Version
Programming language
Assignee
Practice partner / Client
Abstract
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
Keywords
Subject (DDC)
Event
Eighth International Conference on Business Intelligence and Technology (BUSTEC 2018)
Exhibition start date
Exhibition end date
Conference start date
18.02.2018
Conference end date
22.02.2018
Date of the last check
ISBN
978-1-61208-614-9
ISSN
Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Publication status
Published
Review
Peer review of the complete publication
Open access category
Green
License
Citation
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