Campaign optimization through behavioral modeling and mobile network analysis

Yaniv Altshuler, Erez Shmueli, Guy Zyskind, Oren Lederman, Nuria Oliver, Alex Pentland

Research output: Contribution to journalArticlepeer-review

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 "winning" as many of them as possible, such as in marketing, service provision, political campaigns, or homeland security. Typically, the cost of interactions is monotonically increasing such that a method for maximizing the performance of these campaigns is required. In this paper, we propose 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. We validate our proposed model using real world mobility data.

Original languageEnglish
Article number7008509
Pages (from-to)121-134
Number of pages14
JournalIEEE Transactions on Computational Social Systems
Volume1
Issue number2
DOIs
StatePublished - 1 Jun 2014

Keywords

  • Behavior modeling
  • marketing
  • mobile networks
  • network optimization

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