MABS: Spreadsheet-based decision support for precision marketing [An article from: European Journal of Operational Research] | ![MABS: Spreadsheet-based decision support for precision marketing [An article from: European Journal of Operational Research]](http://ecx.images-amazon.com/images/I/51G4P0G7AGL._SL160_.jpg)
 enlarge | Authors: B. De Reyck, Z. Degraeve
Publisher: Elsevier
Category: Book
Buy New: $7.95
Format: Html
Media: Digital
Pages: 15
Publication Date: June 16, 2006
Availability: Available for download now
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Product Description
This digital document is a journal article from European Journal of Operational Research, published by Elsevier in 2006. The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.
Description:
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.
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