Recommendations for Marketing Campaigns in Telecommunication Business based on the footprint analysis

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.

Fuzzy Recommendations in Marketing Campaigns

The population in Sweden is growing rapidly due to immigration. In this light, the issue of infrastructure upgrades to provide telecommunication services is of importance. New antennas can be installed at hot spots of user demand, which will require an investment, and/or the clientele expansion can be carried out in a planned manner to promote the exploitation of the infrastructure in the less loaded geographical zones. In this paper, we explore the second alternative. Informally speaking, the term Infrastructure-Stressing describes a user who stays in the zones of high demand, which are prone to produce service failures, if further loaded. We have studied the Infrastructure-Stressing population in the light of their correlation with geo-demographic segments. This is motivated by the fact that specific geo-demographic segments can be targeted via marketing campaigns. Fuzzy logic is applied to create an interface between big data, numeric methods for processing big data and a manager.