Interactive Audience Selection tool for distributing a mobile campaign

Talya Porat, Lihi Naamani-Dery, Lior Rokach, Bracha Shapira

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

An intelligent model for campaign management was developed as a collaborative research effort between Deutsche Telekom and Ben-Gurion University. The model segments and filters potential customers for solicitation according to a novel algorithm. However, a mathematical model, however cleverly designed, doesn't encompass the human knowledge, experience and specific requests of an expert campaign manager. Therefore campaign managers might be reluctant to use the model as it stands. The 'Interactive Audience Selection' solution proposed here attempts to bridge the gap between the campaign managers and the intelligent model by steering to combine and benefit from both the expert knowledge of the managers as well as the model's mathematical capabilities. The suggested information system tool enables the campaign manager to view the models' choice of potential customers for solicitation, understand it and improve it for the next audience sample. We propose that the transparency of the models' logic and the control the user has over the model's output will lead to the successful execution of a profitable campaign, without neglecting customer value.

Original languageEnglish
Title of host publicationProceedings of the IADIS International Conference Information Systems 2010
Pages362-366
Number of pages5
StatePublished - 1 Dec 2010
EventIADIS International Conference Information Systems 2010 - Porto, Portugal
Duration: 18 Mar 201020 Mar 2010

Publication series

NameProceedings of the IADIS International Conference Information Systems 2010

Conference

ConferenceIADIS International Conference Information Systems 2010
Country/TerritoryPortugal
CityPorto
Period18/03/1020/03/10

Keywords

  • CRM
  • Campaign management
  • Database marketing
  • Interaction design
  • Marketing
  • Mobile

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