Exploring Variables for Personalized Marketing in Telecom

• Activity Number: 468
• Type: Invited
• Date/Time: Wednesday, August 12, 2015 : 8:30 AM to 10:20 AM
• Sponsor: Section on Statistical Learning and Data Mining
• Author(s): Richard Sharp*
• Companies: Globys

Abstract

Contextual marketing in the telecom industry is a Four V's challenge, but building a system to automatically discover an optimal targeting strategy for multiple carriers necessitates a considered approach to Variables. Customer behavior and data collection practices can vary considerably between carriers and has led us to build a system that is engineered to provide a rich and usable stream of data from one source to the next. This in turn powers flexible but scientifically robust models that are able to perform under a range of conditions. I will discuss some of the approaches we use to discover and leverage complex customer behavior and the context in which it happens.