Campaign optimization through mobility network analysis

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

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

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

Original languageEnglish
Title of host publicationAdvertising and Branding
Subtitle of host publicationConcepts, Methodologies, Tools, and Applications
PublisherIGI Global
Pages695-728
Number of pages34
ISBN (Electronic)9781522517948
ISBN (Print)1522517936, 9781522517931
DOIs
StatePublished - 6 Jan 2017

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