Big Data-Driven Marketing: How Machine Learning Outperforms Marketers’ Gut-Feeling

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...

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Bibliographic Details
Main Authors: Sundsøy, Pål, Bjelland, Johannes, Iqbal, Asif M., Pentland, Alex Paul, de Montjoye, Yves-Alexandre
Other Authors: Massachusetts Institute of Technology. Media Laboratory
Format: Article
Language:en_US
Published: Springer-Verlag Berlin Heidelberg 2014
Online Access:http://hdl.handle.net/1721.1/92459
https://orcid.org/0000-0002-8053-9983
https://orcid.org/0000-0001-9086-589X

Internet

http://hdl.handle.net/1721.1/92459
https://orcid.org/0000-0002-8053-9983
https://orcid.org/0000-0001-9086-589X

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