TY - CHAP
T1 - Campaign optimization through mobility network analysis
AU - Altshuler, Yaniv
AU - Shmueli, Erez
AU - Zyskind, Guy
AU - Lederman, Oren
AU - Oliver, Nuria
AU - Pentland, Alex Sandy
N1 - Publisher Copyright:
© 2015, IGI Global. All rights reserved.
PY - 2015/8/19
Y1 - 2015/8/19
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84957403145&partnerID=8YFLogxK
U2 - 10.4018/978-1-4666-8465-2.ch002
DO - 10.4018/978-1-4666-8465-2.ch002
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AN - SCOPUS:84957403145
SN - 1466684658
SN - 9781466684652
SP - 33
EP - 74
BT - Geo-Intelligence and Visualization through Big Data Trends
PB - IGI Global
ER -