MABS: Spreadsheet-based decision support for precision marketing
作者: Bert De ReyckZeger Degraeve
作者单位: 1London Business School, Regent’s Park, London NW1 4SA, United Kingdom
刊名: European Journal of Operational Research, 2005, Vol.171 (3), pp.935-950
来源数据库: Elsevier Journal
DOI: 10.1016/j.ejor.2005.01.009
关键词: Decision support systemsMarketingSchedulingInteger programmingLarge scale optimisation
英文摘要: Abstract(#br)In this paper, we describe a decision support system developed for automatically scheduling and optimising broadcasts of advertisements to mobile phones via SMS (Short Message Service) text messaging. The system, MABS or “Mobile Advertising Broadcast Scheduler”, is developed in Microsoft Excel with a link to Lingo, a modelling language and IP solver. It was developed for a London-based company specialized in location-sensitive precision marketing via mobile phones. The system significantly reduced the time required to schedule the broadcasts, and resulted both in increased customer response and revenues.
全文获取路径: Elsevier  (合作)
影响因子:2.038 (2012)

  • marketing 市场学
  • decision 决定
  • precision 精度
  • support 支柱
  • programming 程序设计
  • scale 度盘
  • systems 系统科学与软件
  • based 基于