Publication Type
Journal Article
Version
publishedVersion
Publication Date
6-2006
Abstract
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.
Keywords
Decision support systems, Marketing, Scheduling, Integer programming, Large scale optimisation
Discipline
Business Administration, Management, and Operations | Marketing
Research Areas
Operations Management
Publication
European Journal of Operational Research
Volume
171
Issue
3
First Page
935
Last Page
950
ISSN
0377-2217
Identifier
10.1016/j.ejor.2005.01.009
Publisher
Elsevier: 24 months
Embargo Period
8-31-2021
Citation
DE REYCK, Bert and DEGRAEVE, Zeger.
MABS: Spreadsheet– based decision support for precision marketing. (2006). European Journal of Operational Research. 171, (3), 935-950.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/6751
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.