Campaign Optimization through Mobility Network Analysis

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Author(s): Yaniv Altshuler (Endor, Israel), Erez Shmueli (Tel-Aviv University, Israel), Guy Zyskind (Massachusetts Institute of Technology, USA), Oren Lederman (Massachusetts Institute of Technology, USA), Nuria Oliver (Telefonica Research, Spain)and Alex “Sandy” Pentland (Massachusetts Institute of Technology, USA)
Copyright: 2017
Pages: 34
Source title: Advertising and Branding: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-1793-1.ch031

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

Optimizing the use of available resources is one of the key challenges in activities that consist of interactions with a large number of “target individuals”, with the ultimate goal of affecting as many of them as possible, such as in marketing, service provision and political campaigns. Typically, the cost of interactions is monotonically increasing such that a method for maximizing the performance of these campaigns is required. This chapter proposes a mathematical model to compute an optimized campaign by automatically determining the number of interacting units and their type, and how they should be allocated to different geographical regions in order to maximize the campaign's performance. The proposed model is validated using real world mobility data.

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Campaign Optimization through Mobility Network Analysis

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