Big Data-Driven Marketing: How Machine Learning Outperforms Marketers' Gut-Feeling
This paper shows how big data can be experimentally used at large scale for marketing purposes at a mobile network operator. We present results from a large-scale experiment in a MNO in Asia where we use machine learning to segment customers for text-based marketing. This leads to conversion rates f...
| Main Authors: | , , , , |
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| Other Authors: | |
| Format: | Article |
| Language: | English |
| Published: |
Springer-Verlag Berlin Heidelberg,
2014-12-23T16:13:04Z.
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| Subjects: | |
| Online Access: | Get fulltext |