Title: Recommendations for Marketing Campaigns in Telecommunication Business based on the footprint analysis,
Abstract: A major investment made by a telecom operator goes into the infrastructure
and its maintenance, while business revenues are proportional to how big and
good the customer base is. We present a data-driven analytic strategy based on
combinatorial optimization and analysis of historical data. The data cover
historical mobility of the users in one region of Sweden during a week.
Applying the proposed method to the case study, we have identified the optimal
proportion of geo-demographic segments in the customer base, developed a
functionality to assess the potential of a planned marketing campaign, and
explored the problem of an optimal number and types of the geo-demographic
segments to target through marketing campaigns. With the help of fuzzy logic,
the conclusions of data analysis are automatically translated into
comprehensible recommendations in a natural language.