Broadcast scheduling for mobile advertising
成果类型：
Article
署名作者：
De Reyck, B; Degraeve, Z
署名单位：
University of London; London Business School
刊物名称：
OPERATIONS RESEARCH
ISSN/ISSBN：
0030-364X
DOI：
10.1287/opre.51.4.509.16104
发表日期：
2003
页码：
509-517
关键词：
摘要：
We describe a broadcast scheduling system developed for a precision marketing firm specialized in location-sensitive permission-based mobile advertising using SMS (Short Message Service) text messaging. Text messages containing advertisements were sent to registered customers when they were shopping in one of two shopping centers in the vicinity of London. The ads typically contained a limited-time promotional offer. The company's problem was deciding which ads to send out to which customers at what particular time, given a limited capacity of broadcast time slots, while maximizing customer response and revenues from retailers paying for each ad broadcast. We solved the problem using integer programming with an interface in Microsoft Excel. The system significantly reduced the time required to schedule the broadcasts, and resulted both in increased customer response and revenues.